Writing is the art and sometimes the art of writing words for a specific purpose, usually to sell something. SEO copywriting consists of writing content for the specific purpose of better categorizing the content, or the page that contains it, in the search query results of a search engine. Since the search engine in question is generally Google, it's easy to say that SEO copywriting is mainly about writing content that Google likes. But is it really?
An update after the other, Google is trying to reconcile its search algorithms to understand how and why internet users are looking for what they are looking for. The tech giant continues to surprise us with interesting new things that he can do to better understand what people want when they seek and what they get content when they see as a search result.
SEO copywriting is also about people. After all, you want to please them, and it's not like Google is not doing exactly that. It all comes down to giving people what they need because they are your audience, they are the ones for whom you write the content. But as your content reaches the public, you must also satisfy Google.
Understanding the correct order
If you want to excel in SEO writing, you must understand the hierarchy that exists between the elements, the actions and the goals of SEO writing. You must also understand how they might play in your writing process.
The correct order of things for SEO writing is:
Collect all the keywords you want to target with the content.
Determine the intent of the user that matches the keywords.
Application of SEO techniques, including the placement of keywords and links.
Let's see how each of these points is related to writing a text that will meet the expectations of researchers and that of Google.
Before you begin
You do not need too much preparation before embarking on the SEO copywriting process. There are still some things to consider before you start doing everything before writing.
More importantly, you may want to read an updated glossary of SEO terms . These terms will not only help you understand the endless list of acronyms that marketers are so attached to, but they will also help you understand some of the key concepts of SEO.
Keywords and Intent
The researcher's intention is undoubtedly the most important thing for SEO copywriting: what a person wants to achieve when making a specific request. For each keyword you want to target, you should be able to find a specific user intent that best describes what keyword users want to get with their search.
It is not always easy to understand the intent of the researcher from simple key words. The same keyword can look the same in an information query and in a business activity request. However, if you write content that does not correspond to the good intention and still try to classify it, you will probably find that your content will not reach a good ranking, or if it does, it will not be able to keep it. long time.
That is why it is wise to use several keywords, including keywords. The more information you have about searches done by users, the more likely you are to choose the user's intent. You want to make sure the topic you choose is the one that answers the questions people are really asking.
Creating and Generating Value
The intent-based SEO writing model requires that you write the copy regardless of search engine optimization – it's the intent that requires a match, not the rules and Google's best practices. And for the writer who has written a lot of texts for the Web, it could be difficult.
But this is where companies like Handwriting could be useful. Companies that offer personalized writing services and write more than "content" can be an incredible asset, as it may be easier for their writers to focus on answering the question than to please Google. You do not prepare for failure if you plan professional assistance. This is especially important for marketers who can not help but write for Google.
Another aspect of intention-based content creation is that with a little planning you can make it a centerpiece. The creation of basic parts is an important part of how curation of content helps referencing . It's also a great way to organically develop links to your pages: you inject the most value into an original piece of content, and then simply let other content creators reference it with links.
Application of Referencing Techniques and Best Practices
Once you have created a copy of which you can be proud, you have to come back and do all the magic of SEO that still works. And, to my surprise, it's not a lot.
Your leeway for SEO in copywriting is very limited. You can browse your content and make sure the keywords are in the right places – the headline and body, mostly, and not too much. You should also look for terms and topics that Google currently associates with the query you are responding to, and make sure you include some of them. This is something you can do naturally by writing, but you still have to go back and make sure that the terms, the keywords and the corresponding topics are there.
You should also include tags, even if tags are no longer what they were . Title tags are a must and title tags, a meta description and the alt attribute of the image are very nice additions.
Search engine optimization is an area in which change is the only constant. For most people involved, the usual search engine users, this is not a problem. For companies, however, a change of algorithm in the search engines can be an obstacle in case of bankruptcy or, at the very least, a need to redo the referencing. Writing is not immune to these changes, far from it. For now, this guide should tell you everything you need to write a copy for SEO. Soon, however, the recommendations could change.