All copywriters know how important the copy of a page is when it comes to persuading readers taking the desired actions (buy, download, subscribe, donate, etc). But not many are aware of the importance of optimizing the copy for search engines too. This article’s purpose is to provide high-level guidance to copywriters in terms of search engine optimization (SEO). Tips Copywriting SEO Advantage
Copywriting is all about persuasion, while SEO is all about making your website visible in search engines and bringing those visitors to your content, in the first place.
Tips Copywriting SEO Advantage
Getting qualified traffic to your site is just the beginning, however. What you need to do next is make sure your visitors engage with your site and copy. If you fail at this stage, all your SEO efforts will be useless. Yes, people will arrive at your site, but you never get valuable conversions from them because they leave too soon.
Pro tip: Headlines are the most important piece of the content since it’s one of the first page elements people will skim. They are also important for SEO because, most of the times, headlines are included in the so-called HTML headings (H1’s), which carry SEO weight.
Your goal when copywriting your site then is to make your content attractive to visitors. Remember:
- Thousands of articles and web pages exist for almost any subject matter.
• Many of those will be redundant information, if not completely rubbish content.
• Searchers value their time and will not jump into an in-depth reading when they click on a website.
• The most searchers will skim through the page and quickly decide if they want to spend the next minutes reading the copy further.
• Most searchers spend only a few seconds before deciding to bounce back to another search engine result page.
Within those precious few seconds, visitors should already find something that’s worth a closer, second look on your website. To achieve that, you need to present your content in such a way that readers can find valuable information right away as they skim through your page.
copywriting is like furnishing a room. Space must look inviting when you’re done.
Picture courtesy: //www.williampaid.com/blog/wp-content/uploads/Tips-for-Moving-Furniture-into-a-Walk-Up.jpg
You can make this happen by presenting your website’s content in a “readable” way. Last year’s article on SEO copywriting tips at SEOmoz has a very good example for this. Copywriting is closely tied with organizing content structure, so here are some tips for you:
Operation “Capture Your Readers Attention” starts with the title of your article or headline of your web page. Titles need to be concise (8 words or less), yet descriptive of what the text essentially contains. By writing interesting titles and headlines, you can immediately pique a reader’s interest and compel him to read the full article. From an SEO standpoint, it is best if you can include the keyword in the title.
Highlighted Passages and Keywords
Highlighting, bolding passages within your articles or enlarging an important line from your content will give readers an overview of what the entire thing is about. Highlighted passages give readers hints on how it will shift from one topic to another. You can see this all the time with magazines.
Page Title (not the heading, but the HTML page title)
Title tags are the SEO elements with the most on page SEO weight. Search engines use them to determine real quick what the rest of the content discusses. Adding meta titles and meta description also increases the possibility of your page appearing in the SERPs if they are crawled by search engines.
Keep in mind that the TITLE tag is the one that shows in the search result pages and not the heading of the article.
Level 2 and Level 3 Headings
There is no exact rule about writing web content, but many writers make it a policy to provide subheadings if an article runs for more than 300 or 500 words.
The contribution of subheadings is similar with the contribution of main titles and web page headers: when they are crawled, they become signals for related search inquiries.
Take note of how magazines use attention-grabbing titles, headings and secondary titles.
- Bullets, numbers, and lists
Have you noticed that when faced with an article with very long paragraphs, the very idea of reading exhausts you already? Bullets and numbers remedy that impression. They break paragraphs into shorter texts, creating the impression that the entire article will only take a short time to read. Now that’s an additional encouragement for visitors to stay on your site! Tips Copywriting SEO Advantage
Bullets and numbered lists are excellent baits for skimmers.
Pictures can always alleviate the stress of seeing endless text on a web page. Just like with bullets, they create much-needed breaks within long paragraphs. Furthermore, they can further illustrate concepts without extending the text even more.
- Charts, tables, graphs
These, in turn, have the same worth as images. If your content features statistical data and all sorts of numerical information, it would be more appropriate to use charts, tables, and graphs. Visitors who simply skim through web pages in the SERPs will easily find your data if you present them this way.
SEO tip: All kinds of images (photos, charts, and graphs) are valuable for on-page SEO since you can use keywords in its captions and alternative tags. If your images are custom-made and if they can really illustrate an idea, they can also bring in traffic from search engine image searches (see infographics section below) Tips Copywriting SEO Advantage
These type of good research and presented images are very popular right now. Infographics are poster-like visual aids that contain a wealth of information. It is so easy to love them because they spare people the need to find data and/or read long paragraphs. Tips Copywriting SEO Advantage
Infographics condense and break down information into trivia tidbits, adding tables, graphs, images, and other attractive visual representation. They are very easy to share even in social media, and they guarantee a higher percentage of information retention on the part of the readers.
SEO tip: Infographics can contribute to link-building. For instance, if you make your own infographics you can include your website as source or request other people to include your link should they feature or share your work.