What Is SEO Copywriting?

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What Is SEO Copywriting?

Building connections with prospects is essential to generate interest and increase sales. However, making these connections can sometimes be difficult since figuring out how to make them is one thing to make them.

However, one of the best ways to make these connections is by text writing where you use words to appeal to consumers’ emotions and try to get them to act after reading your words.

It may seem easy to write something that you think will resonate with your audience, but there are basic principles that you need to follow to ensure that you can effectively convince it. In this post, you will learn what SEO copywriting is and discover best practices for the process that can help you attract customers, convert leads, and make more sales.

What is SEO Copywriting?

SEO copywriting is the process of combining standard SEO best practices that drive traffic (like keyword research) with persuasive words that entice users to take a specific action, such as buying a product or subscribing to one Email list. You can find this copy on the product pages of a website, in emails, and in various marketing materials.

SEO copywriting is different from other SEO copywriting that you may be familiar with, such as blogging, because the end goal is to convert leads rather than generate organic traffic. In addition, the SEO copywriting is shorter; where a blog post can be nearly a thousand words, copywriter content can be less than half of that.

However, both can go hand in hand. You can create a blog post that has a CTA created with SEO copywriting principles in mind and the words will entice users to click on what you are offering to learn more, such as:

Here are some examples of types of content that can be created using SEO copywriting principles:

  • Final checkout screens
  • Product description
  • Navigation instructions on site
  • Advertising content
  • Website copy
  • Brand message
  • CTA buttons
  • Home pages

As with all types of SEO, it is important to understand best practices.

Tips and best practices for SEO texts

Strong copywriting is a combination of a variety of factors, which we’ll get into below.

Know your audience.

The first step to successful copywriting is knowing your audience. Without this information, it’s impossible to force them into your writing because you don’t know who they are or how to address them.

Finding your audience for SEO copywriting follows the same processes as creating a targeted marketing campaign or any type of content you would create for your business: Buyer Persona Research.

Buyer Personas are fictional representations of your ideal customer based on market research and your existing business data and customer profiles. HubSpot’s Make My Persona tool can help with this as it takes you step-by-step through the process of discovering who they are, their main problems, and the solutions they seek based on their needs.

Do keyword research.

Keyword research is an important part of any SEO strategy.

To freshen up, keyword research means uncovering the words your target audience will use to find products and services that are similar to what you are offering, and using the keywords in your content to attract the same users to your website.

For copywriting, this research is essential as it will help you uncover the intentions of the users behind the keywords that your target audience is looking for, so that you can write articles that suit their needs.

Write for your audience.

The goal of copywriting is to get your audience into action. So, as mentioned above, it’s important to always write with your audience in mind. Your buyers are looking for solutions, so write to them why you are a solution.

For example, let’s say you offer an all-in-one marketing tool. Your persona and keyword research shows that your target audience is often asking for “easy-to-use marketing tools”. You want to incorporate this search term into your text to address the user’s intent directly in the hopes that they will take the desired action (buying your product) because you have convinced them that you are the most appropriate solution their needs.

Use intentional action words.

Just as it is important to write for your audience’s intent, it is also important to use intentional action words. You want your copy to let them know why your offer is the best solution and then guide them to the action they want.

This simply means that with your copy you are supposed to get your audience to make a final decision by maybe saying something like “Buy Now” or “Sign Up Here” at the end of your product description.

Be concise and direct.

The harder your copy is to read, the less likely you are to reach your ultimate goal of converting users. If they have to put a lot of effort into understanding what you have to offer, you will likely lose them along the way.

This means that you avoid technical jargon and vocabulary and only include what is most relevant to what you are making the copy for. This can be a difficult skill to develop, so it can be helpful to think about what to see and what not to see when looking for solutions to your weaknesses and then infer your strategy from there.

If I followed this tip and listened to my own advice in writing this section, I would say simply this: leave no room for confusion or misunderstanding; be straightforward.

Continuous testing.

Something that you might thought would work well might not be as target-oriented as you thought, and continuous testing allows you to redo your creation to ensure it meets consumer needs.

Tests also ensure that you are maximizing your effectiveness. Your copy should help your audience seamlessly get to the solutions you provide with no extra effort because your copy already explains everything.

An example of continuous testing could be creating multiple versions of CTAs, each with different copies that you place on different website pages to see which one gives better results.

All in all, SEO copywriting comes together like this: the SEO aspect is the keywords that you know match your target audience’s user intent and already have high traffic, and the copywriting element is writing for the user intent behind the Keywords That Have Traffic.

When you use this strategy, you are showing your audience directly how to solve their weaknesses and entice them to become customers.

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