If there’s one thing that can be said with certainty when it comes to online content creation, it’s that we want it to be read. Ultimately we want our customer’s to feel motivated enough to act upon our communications- be that through a sign up, a visit to a contact page or a share on Twitter.
However, 54% of B2B marketers and 50% of B2C marketers believe that building content that creates opportunity for engagement is one of the biggest content challenges. The reason for this is simple: not every piece of SEO content on your site is powerful enough to engage your audience.
So if your content can’t be found in search engines and isn’t helping you achieve your long-term goals then there isn’t any point in it. But that doesn’t mean there isn’t anything you can do about it; to help you get ahead we’ve compiled a list of 5 SEO copywriting tips that will help you build content that keeps users and search engines happy.
Keywords are essential to get you visibility in search engine results and therefore increase your chances of converting an enquiry into an opportunity. Tools like Google AdWords or Moz Keyword Explorer can educate you into the mind-set of what keywords or phrases are used by your target audience.
Higher rankings does not always mean you will get more traffic, but an attractive and well-optimised page title is more likely to get targeted click-throughs. When tackling title tags, the end user is the most important factor- not the search engine. Including keywords in your titles is still important, but SEOs can take their titles and metadescriptions to the next level by considering these context of motivating a user to click, similar to a PPC ad.
Every title tag on your website should be made unique with distinct, descriptive titles for every page of your site. Try to have a theme for each page so you’re not recycling the same keywords in your title tags or you could run the risk of keyword cannibalisaton.
Write for people!
Often businesses can be too focused on the technical side of SEO ie. employing the certain metrics to keep the likes of Google happy, but forget that it is people that are reading your content, not algorithms. By being more human with your SEO, you can actually achieve better results faster. Make sure that you copy is crafted in an interesting and engaging way, and effectively answers your users’ needs. This means appealing to them in a way that is human and demonstrates your brand proposition.
Break up your paragraphs
When it comes to online content we are spoilt for choice. This can sometimes make us a bit lazy when it comes to ready text. Quite often when we are browsing the internet they do not ready articles word for word. Instead we tend to scan text and look out for words and phrases that catch our eye.
If you content looks like a great swathe of text, it’s hard for copy to stand out. Furthermore it looks like a challenge to read. By breaking up your copy into headings and subheadings your content should be easier on the eye and more enjoyable to read.
Add call to actions:
Adding a call-to-action to your copy can entice visitor to take a specific action that benefits you. The three main features of a successful CTA are: Where it is (placement), what it looks like (design) and what it says (copy). There is a misconception that there should only be one CTA per page, but in fact the more CTAs you have on a page, the more chances the user has to convert at any point. However, make sure that your CTAs don’t compete with each other or confuse your user.
Adding something as simple as “click to tweet” within your post can help guide your visitors to share your content via a single click, helping to increase your outreach on social media.
These SEO tips can boost your content’s performance in Google and have an overall beneficial effect on your site’s ranking as well.
Article written by: Anna Melton
Anna is a Content Strategist at WooContent, where she specialises in writing ecommerce, travel and fashion content. WooContent is an international, multi-lingual copywriting agency with offices in Sydney, London, New York, and Singapore.