Search Engine Optimization (SEO) is a modern, effective way to attract readers and customers to your website. It gives you an opportunity to promote yourself without paying for ads, which can become very expensive. Of course, you can do that too, but without SEO, your online success will be limited. Therefore, you must always be up-to-date with the newest trends in SEO copywriting and your effort will pay long-term dividends.
A big part of SEO in 2017 is content. Volume-based link building is dead in the water, so, let’s see what you can do to improve your SEO performance based on content.
Winning SEO content
First of all – you have to know who your audience. If your audience is the everyday man, use a conversational tone. However, if you target business executives or high-level thinkers such as professors or business owners, consider a formal or academic tone – the idea is to match your tone to the everyday tone your target user would speak in when speaking with a friend.
The next step is to attract their attention before they start to read your articles. If you can’t hook a user in the headline, they’ll never get to your actual article. A good trick is to write a sentence how you normally would then remove every word possible while it still makes sense, and offers plenty of opportunity for keyword density and description.
Next up consider your content length. This one can be hard to pin down as search engines tend to preference longer form content, while the modern user always preferences shorter content.
The ideal? As long as possible as long as it’s very relevant, very targeted and very engaging. As soon as you find yourself writing words for the sake of it, your article is too long. A good guide is a minimum of 1,000+ words for a quality, informative blog, but you’ll generally see more SEO ranking coming from longer (even really, really long) blog posts.
Be sure not to disregard your web content – it’s the soul of your website… You must interest your reader to stay on your website long enough to transform them into loyal readers or customers.
Offer them attractive and readable articles. Inform them, make them laugh, intrigue them.
Answer their questions.
Find a solution to their problems.
Write short paragraphs, use bullet lists, bold and italic letters, and divide the text into subheadings so they can digest it easier.
Whatever works to grab attention.
The goal is to keep their attention to read your articles to the end and then to continue reading other articles on your blog. Therefore, offer users in-depth pieces so they never feel like they are losing time or value by reading them. The more meaningful, interesting and helpful the content the more you’ll attract new readers and become established as an authority on your subject matter, driving SEO ranks for your website.
At the heart of SEO copywriting are keywords. Without them, there would not be SEO effect.
Which keyword would you use to find what you need?
This is the same keyword that you should use to attract readers to your website by bedding it into your content. Think as your audience do. This is the best way to give them what they want and at the same time to get what you need.
However, since you are writing for people and not for a search engine, do not use keywords too many times. Include keywords only where they fit. Create content around them, but keep it natural. Keyword stuffing over and above appropriate use of a keyword will only damage your SEO ranks.
Instead of general, broad keywords, it is better to use long-tail keywords. This is a phrase that contains your master keyword and additional words that better describe your content. For example, instead of the keyword ‘SEO writing’, use a long-tail keyword such as ‘the best SEO writing’ or ‘SEO writing tips’, or something similar.
You can also look at utilising Latent Semantic Indexing (LSI) keywords as synonyms for your main keyword. LSI keywords are essentially keywords that mean the same thing as your target keyword but aren’t the actual keyword you were initially chasing with your SEO strategy. LSI keywords enable you to chase more of your ideal customer with less effort – the holy grail of SEO outcomes.
Be sure to look at your keyword density, particularly including it in the title. In this way, your keyword will be shown in the actual URL of your article, helping your SEO rank.
Try to use numbers in your titles to increase a click-through rate (CTR), and don’t forget a meta description. Meta Descriptions are a short summary of your article or page which will appear in search engines’ results under your website URL. This will not bring you better ranking directly, but the more people click on the link, the higher your popularity will be and thus your ranking will increase. The meta description should not be longer than 140 characters, including spaces.
Another important issue is to include links in your articles. Whenever possible, include data or graphs to make your content more argumentative and stronger. Link your related content and external content, preferably authoritative websites to add value to your content. Use the word that describes the topic of the linked article. Also, create anchor text by linking the keyword to your target page. Not only will you boost your ranking in this way, but you will also create backlinks that are so important for building your internal links.
If you want to learn from Google itself, check the video below of Matt Cutts (former head of Google’s web spam team) providing some ideas to build links:
By providing a quality and helpful content to your readers, you build trust and inspire them to share your content on their social media. This will boost your organic traffic, which will rapidly improve your search engines’ rank. Include a call-to-action (CTA) at the end of the article to involve your readers. Ask them a question, encourage them to share their opinion or provide them additional services, like a free e-book to download, for example. This will bring you more readers and better rank on search engines without a doubt.
Excellent user experience
Good websites are good for users, which therefore and good for SEO rankings. Build a quality website and they will come is half the battle for SEO. Infographics, photos, and video enrich your content. So, use them a lot. Lately, video has been showing the greatest benefit for SEO rank. If videos don’t fit into your content, photos will be enough, as long as you’re deploying visual elements to match your written word. It only matters that your content is interesting and catchy to your readers. And what can make them more interested than beautiful images, colorful infographics or appealing videos?