When you start a new website or blog, it's often the case that web design gets priority. That's a mistake, though.
Quality content is a key element of search engine optimization, or SEO, and should ultimately determine what your site looks like — not the other way around.
In a 2017 survey, 85 percent of B2B marketers said that creating higher quality content increased their success over the last year. Another 53 percent report that content has become a greater priority.
Small business owners often write website content themselves. As your business grows, you may want to hire an SEO writer to fulfill your content creation needs.
SEO copywriting requires specific skills and expertise. You can't simply write a blog post, stuff it with keywords, and share it online, hoping to get traffic and sales.
Interested to learn more? Here's what you should know about SEO copywriting and how to make it work for your business!
What Is SEO Copywriting?
Creating content that appeals to people and search engines alike is one of the biggest challenges that marketers face. That's what SEO copywriting is all about.
This practice requires writing content that is optimized for Google and other search engines. At the same time, it should persuade readers to take action.
Think of it as the art and science of striking a balance between content that triggers specific actions and posts that drive quality traffic.
An experienced SEO writer can create blog posts, how-to guides, and other types of content that persuade, convert, and sell. The content will also include relevant keywords and key phrases that get attention and clicks.
For example, changing just a few words on a page can skyrocket your traffic and sales. That's why marketers use A/B testing and other strategies in their quest for higher conversion rates.
Nearly 60 percent of marketing executives say that on-page content has the biggest impact on SEO. The highest-ranking articles on Google are slightly over 2,400 words long.
Simply put, the more information you provide, the more traffic you'll get and the more people will read your posts.
Beware that Google is constantly updating its search algorithms to improve the user experience. If your content is subpar, it will get buried in search results.
Consistency matters too. While there are no hard rules on how often you should publish content, it's important to be consistent. Aim for at least three to five posts per week, especially if your website is new.
Why SEO Copywriting Is Crucial to Business Growth
According to an Adobe survey, Americans consume digital content for about 7.8 hours a day. Millennials spend 9.6 hours a day engaging with digital content. This number is even higher among teenagers.
Depending on your niche, any of these people could be a potential customer. You just need to get your content out there and make sure it reaches the right audience at the right time.
Nowadays, search engines prefer content that is relevant, authoritative, and informative. Back in the early 2000s, you could set up a website, stuff keywords into your posts, and wait to see the traffic rolling in. But things have changed.
Customer demand for personalized content is greater than ever before. As a marketer, you need to strike a balance between SEO and copywriting to create powerful content.
If done right, this strategy can reduce your marketing expenses, boost search engine rankings, and help establish your authority online.
Quality content attracts both readers and search bots, making it easier for customers to find your business. This can result in more sales and revenue.
SEO copywriting also gives you a competitive advantage. By using the right keywords and crafting quality copy, you'll rank higher than your competitors.
Keyword Research Is Paramount
Keyword research is the first step to SEO copywriting.
No matter how great your content is, readers won't be able to find it online if you don't use the right keywords. These are the terms and phrases that people use when searching for products or information online.
For best results, choose keywords with low competition and high search volume. Ideally, focus on long-tail keywords, such as "men's sports shoes on sale." "Sports shoes" is a short-tail keyword and can be difficult to rank for.
Long-tail keywords are less competitive and cater to a very specific audience. If you have a local business, choose long-tail keywords that include the name of your town, city, or neighborhood.
Depending on your budget, you can use free or paid keyword research tools to streamline this process.
Google AdWords Keyword Planner, for example, is free and allows you to search for keyword ideas, get search volumes and forecasts, see historical metrics, and more.
Next, it's important to use your target keyword strategically throughout the content. Include them in page and post titles, meta data, copy, and other relevant locations.
An SEO writer can handle this process on your behalf, ensuring that your content flows smoothly.
Prioritize Quality over Quantity
While keyword research is crucial, it's just one of the many factors affecting your search engine rankings. Content quality can make or break your SEO efforts.
Write with your target audience in mind and try to address their pain points or answer any questions they may have. Get to the point quickly, create compelling headlines, and make your posts catchy and relevant.
Focus on the reason people search for the keyword you're targeting.
For example, if someone searches for "lower back pain treatment," they don't want to read about the causes or symptoms of back pain. Instead, they want to know what treatment options are there, so that's what you should focus on when writing content.
Refrain from publishing new posts just to meet your weekly quota. Prioritize quality over quantity. Consider checking your competitors or see the latest trends in your niche for inspiration.
When to Hire an SEO Writer
There's a lot more that goes into SEO copywriting. As a business owner, you may not have the time or resources to write the content yourself. Not to mention testing and using different SEO tools.
In this digital era, Google and other search engines strive to improve the customer experience — and consumers expect to find highly personalized content. That's where a skilled SEO writer can help.
Whether you want to get more organic traffic or build a strong online presence, it's worth hiring a professional writer. Those who choose this career path have strong copywriting skills and master the best SEO practices.
Depending on your needs, an SEO writer can create landing pages, product descriptions, social media content, and more. These professionals will optimize each piece of content for the search engines and make sure it's link-worthy.
Use our platform to post your requirements and find the right person for the job. Take the time to browse the rest of our blog for other SEO writing tips!