Content is one of the main factors of SEO positioning, since it will be the one that will make users stay on a website and return. As they say: “content is king” and it will be even more so with the changes that Google is introducing in its new algorithms to reinforce the user experience as a positioning factor in search engines.
Quality content allows you to position a web page quickly, as Google pushes to the top the content that is useful to users.
SEO copywriting focuses on improving the texts and the creation process in order to achieve the best content, which is able to position itself and climb to the top of Google’s search results page (SERP). Basically, it is about creating content that Google is able to understand and index correctly, with relevant information that answers users’ questions in depth, that is interesting and well organized, using keywords and subtitles correctly.
Next, let’s take a look at how to improve texts for SEO.
-Balance: First of all, you have to find a balance between a text written for users and for Google. Writing only for Google will result in a repetitive content full of keywords that will be boring for the reader. On the other hand, a text focused only on the user may not rank well because it does not have the right keywords that tell Google in which searches the content should be displayed.
-Keyword research: Before you start writing you need to know what the content will be about. At this point, it is necessary to know the topic well in order to find the right and most relevant keywords for users. There are many tools on the market to search for keywords, some free and some paid. The ideal is to use more than one, since it is very possible to find different results. You should also do a search directly on Google and review the contents that appear on the first page of the SERP to see what keywords they are using, what titles and subtitles they use, how they address the user, where they put the focus of attention and whether they are complete or can be improved.
-Plan before you write: With all the information gathered during the keyword research you should have a pretty clear idea of what the most important points are. These should be converted into subheadings (H2 and H3). Ideally, you should create a draft with the subtitles so that all the information is well organized. At this point, you should also write down what the objective of the article is and what you hope to achieve with it (positioning, getting visits, selling a product or service…).
-Content structure: As you write your draft, you should pay attention to the structure of your draft. Ideally, the paragraphs of an article should not be too long and the sentences should be short and direct. On the other hand, it is important to “break up” large blocks of text by introducing images that “lighten” the reading and offer a “break” to the eye. In this sense, lists can also be used, as they are easier to consume.
-Review: Once the writing is finished, it is necessary to revise the text. Ideally, this revision should be done in several phases: one for spelling and grammar, another for layout (bold, italics, links…) and, finally, a last complete revision. If data or names are mentioned in the article, they should also be contrasted and, whenever possible, add the cited sources, as this is a good sign for Google, as it complies with EAT standards.
