Copywriting for SEO and How to Do It

Copywriting for SEO and How to Do It

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As a business with an online presence, you will no doubt be interested in learning how you can rank higher on Google. One of the best things you can do is focus on copywriting for SEO on your website.  

There are a lot of different aspects of successful SEO strategies, but almost none are more important than the copywriting you use on your website. When it comes to search engine results, content is always king. You need to ensure that it is well-written for both the humans and the search engines that are browsing the internet.  Your copywriting needs to work hard to pull your site up through Google’s rankings and land on a search engine results page (SERP).

Keywords and SEO

One of the best ways to use copywriting to improve your SEO ranking is to think about keywords, but there’s more to copywriting for SEO than sprinkling a few of them throughout the text. They must be applied throughout by way of alt descriptions, tags and metadata.  The format of your copywriting is also important, so that keywords are included in headings and subheadings.  There is also the challenge of finding the right keywords to use.  This is where a professional SEO copywriter is invaluable, but click here for some keyword research tips to help you get started.  

Copywriting for SEO

While hiring a professional SEO copywriter is worth every penny, many small businesses still choose to write their own copy.  In that case, at the very least, we recommend applying the following suggestions so that your copywriting will help you optimize your website for search engines. 

Add a Hero Section on Your Home Page

This section should include your primary SEO keyword(s), tagline, and at least one call to action.

Tip #1
The keyword(s) should be what your ideal customer is going to type into Google search to find you.
Tip #2
Add a header or pre-header of 4 - 5 words PLUS a sub-header with about 20 words.
Tip #3
The call to action (CTA) can be buttons or a form.
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Solve Your Customer’s Problem

The next section of copy on your home page should clarify what you do, phrasing everything as an answer to your visitor’s pain points.  This makes the messaging easier to understand and provides immediate answers to the ever-shortening attention span of consumers.

Tip #1
The keyword(s) here should be about what your ideal customer is going to type into Google search to find you.
Tip #2
Make sure your ideal client knows they have come to the right place.
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List Your Services

It’s important to remember that you are providing copy for both humans and search engines.  By listing your services in a format that is more likely to be digested by both, you’ll have a better chance of having your copy rank in search engine results.

Tip #1
Find out your customer's "pain points" and phrase the service descriptions in the form of answers to their questions.
Tip #2
Include a header for each service grouping, followed by a sub-header with about 20 words, explaining how the services benefit the client.
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Tip #3
List each service name with al ink to the services page on your home page, followed by a short description of about 15 words.
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Build Trust

Back up your claims with proof!  Most consumers won’t just take your word for it, so it’s important to prove that you’ve got what it takes.  

Tip #1
Use real testimonials. Typically 2- 3 on the home page is ideal.
Tip #2
Use client images or logos to show diversity of your clients from size, location, and industry (as applicable).
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Assert Your Authority

In keeping up with putting the client first, move your authority sections (about us, portfolio, blog, etc.) to the end of the home page instead of towards the top.  In a customer-centric world, you will passively assert your authority by showing who matters most (hint: it’s not the business or its owners!).

Tip #1
If you have a home page section for these pages, include a header for each subject/page. Follow it with a sub-header with about 20 words, explaining what they are going to find on those pages.

Guide Your Visitor

Most web pages wrap up the page without a clear indication of what the visitor should do next.  Make sure you tell them!

Tip #1
Use call to actions frequently and intuitively. Encourage visitors to call, email, subscribe, or go to the next page by telling them what to do.
Tip #2
Use your footer creatively to further guide your visitor.
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For All Pages

There are some bare bones that all pages of your website copy should include for optimal SEO results.

Tip #1
Designate one primary keyword for every page. This keyword should be about what your ideal customer is going to type into Google search to find you.
Tip #2
Add at least one header of 4 - 5 words on every page.
Tip #3
Add at least one sub-header of 20 words or less to every 300 words of copy.
Tip #4
All pages should include at least 300 words of copy written to support the designated keyword, while making sure the visitor knows they are in the right place by providing the information they are seeking.
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In Conclusion

Remember, as you start to optimize your website copywriting and content for SEO purposes, create it with both humans and Google in mind. Top-quality content that reads very naturally to humans will boost a site’s SEO, as will quality SEO keywords strategically placed throughout the site for search engines to pick up.

If you haven’t already focused on SEO copywriting, now is the perfect time to start!

~Jenny Green, Co-Owner @ Fisher Green Creative, jenny@fishergreencreative.com

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