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Copywriting, when done correctly, can take your website from just another website on the internet to one that stands out and grabs the attention of your target market. Copywriting is the method of creating content that persuades your audience to take action such as making a purchase, subscribing to a newsletter, or contacting your business.
But, how does copywriting improve your website’s SEO? It is quite simple. When you produce high-quality content, you provide search engines like Google with the signal that your website is a trustworthy source of information. Here are some tips for writing copy that is sure to rank higher on search engine results pages (SERPs) and increase traffic to your website.
1. Identify Your Target Audience
Before you start writing, you must identify who your target audience is. Who are you writing for? What do they want? And how can you satisfy their needs? Once you have identified your target audience, you can tailor your content to their specific needs and interests.
For example, Nike is a brand that identifies its target audience as active individuals. Its content usually reflects the theme of fitness, health, and sportsmanship. The copywriting message focuses on the benefits of sports, how Nike sports products promote athletic success, and how to achieve a healthier lifestyle.
2. Focus on Your Headlines
Your headline is the first thing that your visitors see. A well-crafted headline can get your readers hooked and interested in your content. A dull title or headline won’t draw anyone in. A compelling headline, just like an advertising slogan, should succinctly summarize the main message of your copy.
For example, The New York Times uses headlines with a specific tone and phrasing like “With Trump Gone, John Bolton Gets Second Chance,” which entices the reader to read further and find out what John Bolton’s second chance is.
3. Write for Humans First
Yes, your content will eventually be read by search engines, but what is more important is that it is consumed and engaged with by humans. You should prioritize providing value to human readers through user-friendly content written in tone and style that reflects your brand’s message.
If you write only for SEO purposes, you may end up confusing your readers, and your content may not be shared or read. Google prioritizes content that humans interact with more positively, and so should you.
4. Keyword Research is Important
Keyword research is one of the essential elements of SEO. Use Google’s Keyword Planner or other keyword research tools to identify phrases and words that are likely to be entered by users searching for a product or service similar to what you’re providing.
Use these words and phrases in your content, but be careful not to overstuff them into the copy. Google uses sophisticated algorithms that can detect keyword-stuffing, and punishing websites that try to deceive its algorithms.
5. Make Your Content Readable
Ensure your content is formatted in a way that is easy to read. Use short paragraphs, subheadings, images, and bullet points that make it easy for readers to scan your content. Use a tone of voice that is conversational and easy to understand.
An excellent example of this is the website Investopedia. The site is known for its ability to simplify complex financial information to create content that is readable, comprehensive, and engaging for its target audience.
6. Create Lively Meta Descriptions
Meta descriptions are bits of text that appear under the headline in Google search results. It is important to write meta descriptions that are captivating and match the content on the page. Keep them short, within 150-160 characters. Ensuring your meta description is engaging can improve click-through rates and indirectly improve SEO.
A fantastic example of a well-crafted meta-description can be seen in the Amazon Website. Each product has a unique meta-description, which is short, concise, and provides all the necessary details to the end-users.
7. Provide Value to Your Readers
Make sure your content provides value and satisfies the needs of your target audience. Use a tone and style that reflects your brand message and is engaging for your readers. Providing value enhances the user experience, which can lead to higher engagement and lead generation.
Think of Entrepreneur.com as an example. The website provides high-value content that entrepreneurs eagerly seek, such as tips on marketing, finance and leadership development. The website uses a clear and engaging tone, making the information valuable and actionable for the target audience.
8. Embed Relevant Videos
Videos can help improve your website content’s engagement, drive traffic and improve your site’s SEO. Embed relevant videos that reinforce your brand message or provide supplementary information to your site visitors. A well-crafted and entertaining video can help retain visitors for longer, which is a ranking factor for Google.
One of the world’s leading websites in this category is YouTube. On the homepage, YouTube uses a combination of videos that provide useful and entertaining content to promote engagement from its user base.
9. Use Calls to Action (CTAs)
Calls to action, or CTAs, encourage site visitors to take specific actions that lead them to the product or service you’re providing. Use CTAs to drive engagement with your content or your brand. An effective call to action should be prominent, clear, and persuasive.
The website Hubspot uses CTAs in almost all its copy, prompting site visitors to sign up for newsletters, download e-books, or get a free trial. As a result, it simplifies the decision-making process and encourages user engagement.
10. Keep Your Content Fresh
Keeping your content fresh is key to maintaining your site’s engagement levels and page ranking. Continuously update with the latest information and trends in your field. Add new content, modify past copy, and update with new market changes to satisfy the evolving needs of your target audience.
Wikipedia is a great example of a website that prioritizes freshness in its content. The website leverages on user contributions and editorial expertise to ensure the content is regularly updated, and users remain engaged.
11. Mobile Friendly
A mobile-friendly website is more important than ever today. With people increasingly using mobile devices to consume content, it is essential to have a site that is optimized for mobile viewing. A mobile-responsive website is a site that adapts to the size of the screen of the device being used.
A great example of a mobile-optimized site is Zomato, an online restaurant guide. The site is clean, easy to navigate, and view on any mobile device.
12. Speak in Your Brand Voice
Your brand voice is the tone, style, and personality that communicates your brand’s message to your target audience. Your brand voice must be distinct, memorable and aligned with your brand message. Your website copy must communicate this voice effectively.
The website of Nestle. is a great example of a brand with a defined voice. The website has consistent messaging that consistently reflects Nestle’s tone and personality.
13. Get Creative with Your Content
Content that is unique, creative, informative and inspiring is the hallmark of an excellent website. Aim to create a website that stands out and is always remembered by your visitors. Introduce new ideas or approaches and make sure that you hold the attention of your reader.
A popular example of a creatively crafted website is Buzzfeed. The website publishes innovative content that keeps readers engaged and entertained.
Conclusion
Copywriting and SEO are complementary strategies that can help you achieve your business goals. With the above tips, you can create copy that engages your target audience, satisfies their needs and is easy to find on search engines. Although these are essential writing tips, don’t hesitate to come up with your unique strategies and combinations that work better for your target audience. Keep testing and adjusting your content, and before long, you’ll see a significant improvement in your website’s SEO.
