SEO copywriting is a process of creating content with the objective of achieve website rankings at the top of search engine rankings for relevant keywords. The process can be applied to a home page, product pages, blog posts and also on profile pages.
SEO copywriting is all about creating content that helps rank in Google and attracts a large number of followers.
When we get it right, SEO copywriting can increase the total number of keywords your content ranks for. Google uses natural language processing with highly advanced algorithms to understand what users are searching for and what the content is about. Because of these advances in algorithms, SEO copywriting has positioned itself as a very important factor for positioning.
To help all those who want to improve their SEO copywriting techniques, we have compiled some tips that will allow us to better understand how to carry out these techniques:
-Realistic goals: First of all, we must be able to perform an in-depth keyword research. To do this, we must understand how concepts such as competition, difficulty of positioning or their cost work. In this sense, we must always choose keywords with realistic objectives. If the top five positions for a keyword are held by large companies with a very high budget, it is not a good option to create content for them if we cannot match this budget. Instead, we should choose keywords with less competition, even if they have a lower volume.
-Search intent: Keywords are classified by their search intent, which can be navigational, informational, transactional and commercial. Each of these points to a type of content, targeted to a type of user. When creating content, we need to be aware of where the user is in the buying process and use the right keywords.
-Analyze your competitors’ content: One way to create quality content is to read quality content. To do this, we have to analyze the contents that are better positioned and look at how they place the keywords, what content they link, how are the meta descriptions and how long they are.
-Content outlines: Before writing the contents, it is necessary to create an outline of how it will be. In this sense, it is necessary to create an outline with the subtitles, the topic, the headings and also the main points that we will include in the article. In the end, we have to create an outline that generates a natural content, with each component placed correctly.
-Analyze the topics in depth: Although length is not a ranking factor, there is a relationship between long content and top rankings in Google. This is simple, longer contents are more complete, these contents generate more links and are shared more on social networks. Therefore, it is important to study each topic in depth and try not to leave anything out.
-Synonyms: One way to avoid keyword over-optimization problems would be to use synonyms for keywords. These can be included in subheadings and also in the text, meta descriptions and alt texts of images.
-Short phrases: When writing content for the Internet, it is important to keep both sentences and paragraphs short. Although there is no ideal length, it is always recommended that paragraphs be no longer than five lines.
-Passage algorithm: In 2021, Google introduced “Passage Ranking” which basically ranks passages of content. Specifically, it can rank passages of articles that answer specific questions.
-Answering questions: In the Google SERP there is a section called “Other user questions”, in it we can find specific questions that users ask when searching on Google. At the same time, there are other tools such as “Answer the Public” that allow us to search for long tail keywords in the form of a question. This information is important, as it allows us to create content directly related to these questions.
-Quality first: Google wants the top positions to be for quality content. Quality is a set of characteristics such as how useful the content is, load times, links and referring domains. In addition, there are other signs of quality that depend on the writing such as originality, completeness and depth, written by someone with experience or grammatically and orthographically possible.
-Use other means: On the Internet it is very important that the contents do not have only text. A block of text with nothing else can be very heavy to consume. The ideal is to enhance the content by using videos and images, which “break” the visual monotony and add information and context to the content. At the same time, this extra content makes it easier to share the content on social networks.
-Links: Similarly, it is important to add both internal and external links. These links are important for Google, because if high quality web pages link to our content, Google will understand that our content is important, which will raise us in the SERP.
-Easy-to-navigate content: We must use all possible tools to make our content as easy to navigate as possible. To do this, we must include tables of contents, links and headings.