There is no point in creating content that doesn’t rank well and sends you no traffic. If you can’t grow the monthly search visits to your blog, your overall content marketing strategy doesn’t work efficiently.
Therefore, it is important to blend SEO principles with high-quality copywriting skills.
In this guide, you will find out 10 actionable tips on how to create SEO-friendly content.
A few words on SEO copywriting fundamentals
Sometimes the term “SEO copywriting” confuses people. They believe it is something purely technical and requires extra-knowledge.
However, SEO copywriting is the process when you write content that ranks high on Google, engage with your target audience, and convert your leads into customers.
Nevertheless, keep in mind that your content must align with your business objectives. Otherwise, the traffic comes to your website won’t have any significant effect in terms of growing your business.
To conclude, SEO copywriting is an activity that follows your business needs by creating content.
If you want to create such content, you must follow these 10 tips.
Follow a search intent when creating content
The first principle of SEO copywriting is that you must follow search intent when creating content. To understand search intent you must review three content principles beforehand:
Content type (blog posts, category, product, etc.)
For instance, if you search for “yamaha trbx305”, you will get the results for eCommerce category pages:
However, if you search for “best bass guitar”, you will get the results for blog posts mostly:
Content format (how-to articles, news articles, reviews, etc.)
For example, if you are searching for “happy birthday ideas”, you will get the list articles in general:
When it comes to content angle, you must keep in mind the main selling point. For example, if you are searching for “how to play poker”, you will see that all the results are targeting guides for the beginners of this game:
Analyze top-ranking pages and create the best content
You know for sure that Google won’t place irrelevant content to the user’s query on the first page. Therefore, you must work hard on your blog post to see it on the very first page of Google.
The best way to do this is to include all the things Google crawlers want to see. Consequently, choose the topic and analyze top-pages in SERP.
For instance, you want to write a piece of content on “best coworking management software“, you will see that all the results include Cobot:
As you already guessed, this service should be mentioned in your future post.
To make your post more in-depth, you should include as many products as you can. It will make your article more relevant in Google’s eyes.
If you remember, one of the top-ranking factors that Google pays attention to is links. Thus, you should analyze those pages that other people are linking to and understand why it happens. These findings will help you create content that would be rank better to the other topic-related posts.
To give you a better understanding, let’s review an example of this post. A target keyword here is “SEO copywriting”. The SERP overview shows us that the competition for this keyword is pretty aggressive:
Still, the question is why do people link to these pages massively?
To find the reason you should review “Anchors” report in Site Explorer tool, where you’ll find the most common words and phrases people use when linking to the page:
Analyze these phrases and try to understand why the author uses them along with the post.
Don’t forget about including the table of contents
Time is money. Especially, it is important when you need to get the exact information. To help your busy readers navigate across your content, you should create the table of contents.
The best thing that the table of contents can give your readers is to let them see whether they could find the answers to the question they have. Moreover, they can read the rest of the entire post once they find the answers to their questions.
A few title tag “hacks” that will you boost CTR (Click Through Rate)
It is strictly important to write compelling title tags if you want to get “clicks”. To improve title tags, you need to follow these two hacks:
Use power words
Power words are the words that aim to trigger a specific emotional effect. By adding one or two words into your title tags, you will make them more compelling.
For instance, you have written an ordinary title tag like “4 Tips for Swimming”. But if you add some power word, you will trigger your target audience to act. And there are far more chances if your title tag will look like this “4 Super-Actionable Tips for Swimming”.
Use the year in the title
Everyone wants to get the freshest results per request. Google understands this desire and tries to provide people with the latest results according to a date range.
Therefore, don’t hesitate to add the year to your title tag, for example, “Best Sunglasses for Summer 2020”.
Don’t write content that is hard to read and understand
Did you know that 50% of the US population read below an 8th-grade reading level?
It leads to the conclusion that there is no point in using complicated language in your articles. It might be the reason why more than half of all your readers stop reading your content and leave the site.
Likely, if you use simple words, not complicated sentences in your content, it will attract more readers to read every single post you publish on your blog.
Don’t try to show your writing skills. Instead, try to communicate with your audience.
Understand your audience’s language and use it in your content properly
If you want your audience to read your content, you must understand your audience’s language.
For instance, if you’re writing about martial arts, you should never use the term “kimono” in the context. If you use this term, your target audience won’t accurately understand you.
Instead, the correct term would be “gi” – a traditional uniform that jiu-jitsu practitioners wear.
Therefore, if you are not familiar with a specific niche, you should research it. Review different communities, blogs, forums, etc. Research the terms people use, what they are discussing, and generate new topic ideas for your content.
Use problem-agitate-solve formula
When people start reading your blog post, the first thing they draw attention to is an introduction. A catchy intro will force your readers to move down the blog post.
A Problem-Agitate-Solve (PAS) formula will help you create an outstanding intro. Let’s review how it works.
Identify the problem
For example, you have identified the problem “Lots of marketers don’t know how to do email outreach personalized.”
Agitate the problem
You dive into the problem you have identified and agitate it “Even personalized outreach has a low response rate.”
Introduce a solution
Now, you offer a solution “Likely, you can use these 5 actionable tips on how to improve your email outreach success.”
Use the ASMR formula
Since people like to get solutions to their problems, they won’t spend their time reading your content just for fun. And if your readers feel like your content is boring and useless, they will escape your blog.
Consequently, you should design your post that would be comfortable to read. The ASMR formula will help you here:
Try to make your post not monotony by using different sidenotes, call-out boxes, etc.
Make short sentences and paragraphs by implementing parenthesis (Therefore, hence, however, etc.)
If you want to make your content engaging, you should implement images, videos, charts, infographics, and GIFs.
Read your piece of content for yourself
It will help you understand whether it flows smoothly or not.
Use CTAs in your content
Keep in mind that your content must align with a marketing funnel. Otherwise, there is no point in creating content at all.
Since any marketing funnel has four standard stages, your content should include certain call-to-action words or phrases. Now, let’s review each marketing funnel stage and see how you should choose the CTAs according to context:
This stage works for attracting your target audience and spread a word about your brand or product. At this stage, you should touch the basis and rise the problem your target audience has.
At this stage, you should show your target audience that you have a solution to the problem.
Now it is time to convince your target audience that you offer the right solution to the problem.
Give your potential leads a final argument about why they should buy from you.
SEO-copywriting is not only about rankings. It is more about driving more traffic to your website with the help of content and moving your target audience through the marketing funnel.
As a result, SEO + excellent copywriting skills will help you succeed with your overall content marketing strategy.
If you think that this piece of content lacks some other actionable tips, feel free to share them in the comments.