When it comes to winning web content, who’s your master?
In this day and age, one of the most important things you can do for your business is have a powerful website.
If your website is poor, your business may end up this way too. It’s that simple.
Why? Well, think about it; if your web design and content writing appear lousy – or even lazy in some cases – do you think people are going to trust the quality of your product or service?
The quality of your website should reflect the quality of what you’re selling.
But even more than this, people won’t even arrive at your site if your content isn’t good.
And this is where SEO copywriting comes in.
What is SEO copywriting?
In the simplest sense, SEO copywriting is a form of digital content writing that, if done right:
- Ranks your website on Google
- Drives web traffic to your site
- Turns traffic into sales
How? When it comes to SEO copywriting, the best tool for improving your Google ranking has always been keywords.
Keywords are the words or phrases that your target clientele search for in Google when they are looking for a product or service like yours.
While many businesses understand the importance of keywords, what many don’t understand is the right way to use them. Here's a few tips to go by:
- Know your target market. This may seem obvious, but using the wrong keywords is a common mistake in SEO copywriting. You need to make sure that the keywords you choose fit the language of your target market. Otherwise, you’re wasting your time.
- Avoid keyword stuffing. When it comes to SEO copywriting, stuffing in as many keywords as possible actually hinders your ranking, not heightens it. If you want to impress Google, then only add keywords where it comes naturally.
- Quality not quantity. Nowadays, the most valuable content writing tool is quality. Your customers, and Google, don’t like content heavy or keyword heavy websites. So focus on the quality of your content and keep it short and sweet.
Ultimately, when it comes to content writing, you have two masters. The first is your target market, and the second is Google.
Your goal as a business may be to drive sales, but when it comes to digital content, there's a lot that goes into this ‘drive’ process.
A good way to think of this, is that; everything you write, you should write for your ‘masters’.
1. Know your audience. Ask yourself; who is my target market and what intrigues them?
- Language. If you’re a retirement home, looking for new retirees to move in, you’re hardly going to use teenage slang in your content writing are you?
- Originality. If you’re a travel agent selling unique tours, but your product descriptions are generic and overdone, do you think your client will be interested?
- Allurement. If you’re a theatre, wishing to attract people to watch your shows, would you create a dull website or a colourful one with quirky language?
At the end of the day, what content writing really comes down to is the individuality of your business and target market, and generally, what you want to get out of your website.
2. Think of Google as your SEO master. Ask yourself; how do I impress Google?
- Quality. Just like any business, Google wants to impress their customers. So if your web content isn’t impressive they’re not going to rank you very high are they?
- Keywords. As we’ve mentioned, Google will rank you on keywords, but if they’re irrelevant and stuffed in unnaturally, would you expect them to put you on the first page?
- Helpful. If you want to impress Google, your content writing not only needs to be relevant, but also helpful. Does your content answer the searchers questions?
All in all, Google is going to rank your website on a number of factors, but if we had to pick one general SEO rule to go by it would have to be quality. You can’t go wrong.
In the end, it comes down to you
While this blog provides you with a valuable insight into SEO copywriting, the most important thing that you need to think of is what you want to get out of your website.
Think of your website and the content it holds as a tool in your business toolkit:
- What can you get out of your toolkit?
- How can you use it to grow your business?
- Is your aim to drive sales, or are you simply a writer who wants to be heard?
- Who are you trying to reach?
- Should you limit yourself to one target audience or should you think broader?
- Do you want your content to inform or inspire?
Google is progressive, so keep looking forward
SEO copywriting presents a great opportunity for you to achieve your website goals. To truly optimise for Google, you should constantly be keeping up with the direction of SEO copywriting.
While keyword stuffing may have been the trend a few years ago, today it's all about the quality of content and keywords.
But tomorrow, next year, or 20 years from now, will it be the same? Of course not.
So, to really optimise SEO Copywriting, we’ll leave you with this tip: keep up to date, embrace change, and always look forward.