Copywriting and SEO may seem like two different fields that are at odds with each other, but they have entered a unique marriage that results in the creation of content marketing. SEO is focused on pleasing search engines in order to improve the rankings while copywriting wants to provide accurate information that will help in accomplishing something. There was a point when the two were in a direct competition with each other, but that has changed. Search engines have been able to improve and give people the information they need. Pairing SEO and copywriting have become an effective way to market online. Below are some great SEO Copywriting best practices that will go a long way.
Title it right
The most recognized element of copywriting is the title. There are two main factors that you have to consider when it comes to choosing a title.
Reader Attention: the title you choose must be able to grab the attention of the reader instantly. This will increase the likelihood of the visitor clicking the title and reading. Selecting a title that doesn’t capture attention means many readers won’t be able to see your content even if it is very helpful.
Keywords: the title you go with must be SEO friendly. The title should at least include one keyword. This doesn’t mean you should include a keyword that will come at the expense of grabbing the attention of the reader.
The combination of titles and subtitles can be a great tool to use because it provides the reader and the search engine more information about the post.
Make the message matter
The first thing you need before you know the content that your reader needs are by knowing your audience. Who is your audience? What do they want or need? You can use trending topics to inspire you on what to write. Comments from your customers is another way of knowing what they want. If you are in a less exciting industry, you will have to think out of the box to come up with the right topic.
Once you know the topic matter, you will start flushing out the meat of your content. When doing this, avoid talking about you. The message you bring across must be about the readers. Solve their problem, inspire them, tell them a story, make them want or feel something, empathize with them – ensure you do it using an active voice.
Leverage Formatting to Increase Consumption
This kind of task was seen as applying to only graphic designers, but the look of your content will matter. When a reader first looks at your content, he/she will decide whether to read it or not to depend on how it looks. The format should be able to invite the reader in.
Have white spaces: this has become common in many websites. This is because it will give a reader the chance to breathe and take everything one piece at a time
Paragraphs should be short and friendly: you can speak to readers using short paragraphs. Users can consume larger pieces of content when it is broken down into smaller blocks of information. The content becomes more inviting and friendly.
Use subheadings: subheadings will help you organize your content so that the reader can easily navigate the content before or after they go through it. This will also seek to reassure the reader that they have made the right choice by deciding to read on. You can increase the perceived value by including benefits in some of the subheadings.
It is not a must to have your content short, just the individual elements. Always remember you must have a good reason to create a long form content.
Trade Keywords for Topics
Keywords used to be the most important part of SEO, but many people abused them. Search engines changed their algorithms to avoid this. Today, keywords matter when they are related directly to the topic and the natural delivery of the message. Your keyword will enter naturally when you focus on providing the right content to your audience. The basic thing to remember when it comes to keywords is that the primary keyword should be in the title, and the targeted secondary keyword(s) should be in the introduction and conclusion.
Link with intention
Avoid abusing keywords, like many people are doing out there. There are two forms of links;
Outbound links; this are links that connect the content to other pages or sites that have a higher authority. The best way to do this is by using one or two links and should be in the first half of the content.
Internal links; these are links that keep people within your site. The pages you link must be appropriate, and every page in your site doesn’t have to contain a link.