Search Engine Optimization: The World of Copywriting

In the Search Engine Optimization (SEO) industry, I would often come across the mantra “Content is King.” While the phrase received criticisms since it was first used, I still believe it holds true: without quality content, search engines will not give your website the time of day.

SEO copywriting refers to writing quality content with the objective of ranking high in commercial search engines like Google, Yahoo!, and Bing. A higher rank in the search engine results page (SERP) means the website or a webpage is getting a lot of traffic.

Why is this technique needed in SEO?

For any website owner, generating traffic is a key element. SEO professionals can attest to the fact that competition for a higher SERP ranking is tough. Every website would want to appear on the top of the results page, as this will greatly affect how they will rake in potential clients.

By applying various techniques, SEO copywriting makes sure that a particular content will be deemed as desirable by search engines. Otherwise, the ranking of that webpage or the entire website will go down.

Different Styles of SEO Copywriting

Although search engines may rank a page differently though their respective algorithms, SEO copywriting helps in holding a stable rank. With that in mind, I don’t recommend taking writing lightly, especially if a website owner intends to make a living off the Internet.

Here are different styles of SEO copywriting that may give you an idea for your next content:

1. Tell a story.

Think about it: our history was passed on through stories from generation to generation. It is hardwired in our DNA to enjoy a good story. Use that to your advantage.

• Others utilize a journal type of article, where writers share their thoughts on a particular event or topic that would interest their niche market.

• Another type of telling a story is delivering a straight-out summary of a given topic. This can be especially useful for limited spaces.

2. Create news articles.

News articles are highly informative bits of content. It answers the basic guidelines of 5 W’s and 1 H (who, what, when, where, why, and how). However, a lot of people automatically assume that news stories are boring.

Although news articles are very straightforward, it does not mean that you will not be able to capture the interest of the readers. Look up for guidelines on how to write a proper news story. Make sure to get your facts straight, so as to not mislead the readers.

3. Think talk shows.

Picture the top-rating talk shows in your television. What is the most common format that they use? The Q&A segment of a talk show usually generates a lot of audience, since they answer the most controversial and most important questions. Q&A-types of articles are concise and simple, hence, giving the reader an easier way to browse through the entire content.

4. Engage through letters.

In the age of email and every form of communication going digital, letters are almost a lost art. Therefore, a letter format will give your content an old-fashioned yet effective way of catching the interest of a reader.

5. Master “how-tos”.

Do you ever wonder why bookstores are often lined with shelves of how-to books? If a particular topic is too complicated for a straightforward article, it may require a step-by-step guide for the readers to understand it easier. Creating a how-to article may give you a better way to elaborate on an otherwise complex topic.

Tips on How to Become a Good SEO Copywriter

To become a good SEO copywriter, here are a few tips I have accumulated through research as well as personal experience:

1. Write quality content.

As I have mentioned, SEO copywriting involves writing quality content. The idea is to engage your target market to read the entire article from the headline down to the last word. You can refer to this article to learn how to write compelling and quality content.

Additional tips: you can also include quotations from famous people within the body of the article, if applicable. Also, as I have done above, use external links, especially if you touched on a topic that requires a broader discussion. Be careful, as this may either increase or decrease your ranking, depending on the reliability of your source.

2. Make the article format engaging.

According to Web design expert Steve Krug, “We don’t read pages. We scan them.” I always keep this in mind when writing for an online audience, considering the short attention span of the online people.

Tip #1 of from this article will teach you how to format the headlines, subheadlines, and the body, in order to organize the article that is easy on the eyes.

3. Use lists.

This tip banks on the fact that in the midst of a chaotic society, we are looking for order. Notice how lists work well, whether in online articles, print, or even in television shows. Lists will help express ideas a lot easier, as it directly discusses the matter at hand.

4. Use keywords.

Throughout all the algorithm changes, keywords are still needed in order to gauge the rank of a website. Within the content, search engines look for keywords to determine whether a particular webpage is relevant or not. Keep in mind, however, the keyword density for each search engine so you will not be tagged as spam (e.g. Google allows up to 2% keyword density per article).

5. Use META tags.

When uploading an article, use META tags in including the keyword in your title and description tags. This will help Google and other search engines determine your SERP ranking.

Pros and Cons of SEO Copywriting

Why do people engage in SEO copywriting?

For one, this technique will greatly help in increasing the traffic of a website, which will translate in an increase in the number of potential clients to engage business with. On the perspective of those working as SEO writers, the opportunity to work through the Internet also has its appeal: working from home, earning as much or as little as you want, flexible hours, and working on a variety of topics.

However, those who do not wish to engage in SEO copywriting find it hard to be limited to a particular topic, as SEO involves writing for a specific niche. It also requires the ability to multi-task, as they may juggle multiple clients within a specific time period.

If you wish to increase the rankings of your website but you do not have prior experience in this area, I suggest that you tap on the resources and skills of professional SEOs. There are a lot of SEO copywriting companies and freelancers that you can start a partnership with, in order to achieve your objectives.