It is common for search engine algorithms to change and evolve. However, the main purpose of SEO copywriting stays the same, i.e. to create compelling content to attract potential readers. It goes without saying that search engines do not make a direct purchase from your business. Additionally, they do not automatically share your content on social media networks (unless they are paid to do so). So, start writing compelling, dynamic content for people who may be interested in what you have to offer. Remember, you should take a subtle approach when it comes to copywriting for search engines. It has to impart a natural flow to your content. If not, your business will sound like it is run by artificial beings.
Include Meta Descriptions
Meta descriptions appear underneath your main title. It is also the first thing that many readers see in search engine results. If you do not provide these descriptions, search engines will generate them for you. Oftentimes, default meta descriptions do not accurately describe what your content is about. So, maximizing this 160-character space can market the content you are publishing well. Don’t forget to add appropriate keywords too.
Avoid Exceeding the Recommended Keyword Density
When you are in a discussion, and you need to get a point across, you will need to be concise. This concept applies to SEO copywriting. Yes, you will need to insert keywords in your content, but it should not be stuffed with too many key phrases to the point it is hard to express your ideas clearly. To increase your search engine rankings and limit redundancy, it is a good practice to use grammatical variations, synonyms, and related keywords or phrases (you do not need to feature the exact keyword repeatedly throughout the article).
Use an Active Voice and Power Words
Your business has a stellar product or service to offer. You need to convince your readers by showing your excitement and enthusiasm. How? By using power words! For example:
- Don’t Miss Out
- Last Chance
- Limited Edition
- And More…!
Next, use an active voice that is persuasive, energetic, and direct.
Shorten Paragraphs, Use Bullet Points, and Insert Subheadings
If you opened a web page that featured a long wall of text, are you willing to read from start to finish? Chances are the answer is no. Therefore, you should break your content up into fun sizes. You can add subheadings after every important point or write shorter paragraphs, e.g. each paragraph will be about two to three sentences long. Using bullet lists is also a great way to make your content easier to read and more digestible. If a reader manages to finish your thought-provoking content, they are more likely to share it with their friends. This way, you will be able to see your SEO rankings go up!
Set the Tone with a Captivating Headline
A successful headline encourages potential readers to click through. For example, you may be writing content for business owners or other professionals with managerial roles. The title can be: 5 Ways To Increase Your Team’s Morale. Today, many readers still find listicles appealing as there is the common understanding that such articles are easier to read. One more thing: include your targeted keyword in the title!
Remember to Add External and Internal Links
What can external websites and trusted blogs do for you? Well, they can make your content more attractive to search engines. While it is important to keep your copywriting to the point, you should consider citing external sources, adding information, and supporting key points by linking to other websites. Next, you will need to link internal web pages. When your website has an internal link structure, it is easier for search engines to crawl your site. This way, they know where to retrieve relevant content that an individual is searching for.