Copywriting is crafting content that conveys a message and engages the target audience. To get good results, you need to communicate information effectively. Search engine optimisation (SEO) copywriting will help you accomplish your goals as it focuses on creating good content while also optimising for target keywords.
Here are three SEO copywriting tips gathered by local SEO specialists to boost your ranking:
1. Use Keywords That Resonate with Your Audience
When selecting keywords to optimise, consider what you want your company to be known for and what your buyer personas are looking up on the web. Then, base your keyword strategy around those.
You can also look up your chosen keywords on Google to assess whether high-ranking page results match your buyer personas’ user intent. Evaluate the kind of content that ranks highest for keywords you want to optimise for.
If the results are mainly blog posts and content, it’s a good sign that Google prefers content showing these targeted words. But if the results are primarily solutions pages, it might not be apt for a blog.
You have a higher chance of ranking for niche target keywords since the competition is smaller. Suppose the highest-ranking Google results for a generic keyword you used is Wikipedia and your website has poor domain authority. In that case, it’s unlikely that you’ll reach the top spot even after optimisation.
Instead, try focusing on a low-volume keyword that is a niche to your buyer persona. It will likely result in higher quality viewers, the same amount of traffic and more leads generated.
2. Insert Keywords into Content in a Normal Amount
Once you’ve grasped the need for reader-friendly content, the next thing to work on is how you can incorporate target keywords into your content without sounding forced. Be sure to insert keywords in a normal amount, or else you’re hampering reader experience.
The reader should not be able to tell that a keyword is consciously added and that the post is optimised. If you’re using a long-tail keyword, you can rearrange the words or split them up with prepositions, articles or conjunctions to seem natural. Algorithms are intelligent enough to pull and recognise the phrase together. Plus, you’re not sacrificing readability.
When working on titles, be sure to make them sound natural and fitting to your brand without focusing too much on keyword placement. Google prefers content that naturally fits the keyword and not the other way around.
Moreover, it’s okay if you don’t use the exact keyword in your title as long as you use it correctly in your metadata.
3. Target Appearing on Featured Snippets When Writing
One way of aiming for the top search results is writing as if it’s for a featured snippet for a query. The featured snippet is boxed content that appears on search engine results pages (SERPs) to answer a search query quickly.
To optimise for a featured snippet, you need to take the keyword and write the possible answer to that keyword. Be sure to answer the question behind the search intent concisely.
If you’re aiming for the list featured snippet, use the keyword in the title or introduction, followed by the bulleted list of answers.
Conclusion
Use these three copywriting SEO techniques to improve your search results ranking. Be sure to always consider user intent and your target audience when implementing any of these tips.
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