SEO copywriting is one of the most important parts of your SEO strategy. We’d like to say it is the most important, but ensuring a web crawler (like Googlebot) can find and index your website probably is. But what does a web crawler look? Valuable, well-optimized content that people love to read, link to, and share.
What is SEO Copywriting?
SEO copywriting is a form of writing that contains keywords and key-phrases that are familiar to your audience. Copywriters are required to be familiar with SEO best practices to ensure they are providing valuable information for their audience while writing in a way that Google can easily understand, index, and categorize.
How do you write for SEO?
Writing for SEO is easy. According to Google, you want to write for your users first then write for Google. However, every SEO copywriter should be aware or capable of the following:
- Keywords and able to perform keyword research
- Ability to include keywords in a way that is natural and not spammy
- Write about something the target audience cares about and that is evergreen
- Make it long enough for Google and entertaining or easy for users to read or skim
- Optimize the content and provide engaging and optimized meta tags
Let’s dive in a little deeper on a couple of these topics, keyword research, and meta tags.
What is Keyword Research?
The very first step an SEO copywriter must take is researching their topic for popular search keywords and phrases. If they don’t have a topic yet, they can use keyword research to find topics that they may want a website to be indexed for and ranked for. Use tools like:
- Ubersuggest and keywordtool.io to create a large list of search phrases and questions
- Google Keyword Planner to filter the keywords down, find related topics, and create a targeted keyword list
- Google search result pages to identify what other content already exists and where the gaps are
Not sure where to start? That’s okay. In order to come up with topics that your audience finds most interesting, start talking to your team members who are talking to your audience. Look at FAQs on yours or your competitor’s website. Additionally, search Quora for questions that have been asked recently related to your industry.
Once you have your keyword research completed, it is time to write your content.
What are meta tags and how are they used?
After you’ve completed your content, edited it, and are ready to create a new page on your website, it is time to write the content for your meta tags.
Meta tags provide metadata about the HTML document for web crawlers like Googlebot to read and identify what the page is about. This content will not be display on the page for your audience to read, but it could show up on search result pages. Meta elements which provide value for SEO are:
- Title tags
- Meta description
- Alt tags
But other tags are commonly used to provide more information about the page are:
- Date created
- Last modified
- Twitter cards
- Open graph
For extra credit, SEO copywriters should work with their developers to ensure their website is built with Schema microdata markup. This will help crawlers like Googlebot to better understand it, index it, and show it on search result pages.
SEO copywriting is a very important part of your SEO strategy. It is important that you copy is based on a well-researched, keyword-based topic that includes keywords and semantically related words throughout the content while remaining valuable, well-optimized, and enjoyable for people to read.