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Despite the ups and downs, new technology, AI chatbots and the various rumors that SEO is dead again, SEO copywriting still remains a critical aspect of making sure your brand gets in front of the right audience. Taking the time to educate your audience on your areas of expertise while following the current guidelines provided by popular search engines.
If you’re looking to build a better reputation for your brand, get more eye balls on your products, and connect with qualified customers ready to buy, stay tuned for some crucial insights on SEO copywriting and how to use it to your advantage, no matter where your technical skill level lies.
Topic Clusters
Just like if you walk into a library, you might wonder over to a specific aisle to find resources in a specific category. Organizing your content into topic clusters helps users and search engines understand how to navigate through your web page to find exactly what they’re looking for. The easier it is to understand what your website is about, the more opportunities for your SEO copywriting content to be shown in any of Google’s channels.
Within each topic cluster, create a list of relevant keywords that match your audience intention, with a high volume, low competition, and a high cost per click. Free tools like Moz can help you with keyword research, but supplementing your research with what you already know about your audience will set you apart.
Keyword Intention
Once you find out what keywords are getting the highest traffic volume with the lowest competition, you’ll still need to use them properly within your SEO copywriting content. Users intentions for searching a keyword typically fall under one of 4 main intentions.
- Informational: Users with informational intent are seeking knowledge or answers to their questions. They may be looking for how-to guides, explanations, or general information about a topic. For businesses, creating high-quality, informative content can attract these users and establish authority in their field.
- Navigational: Navigational intent occurs when users are searching for a specific website or webpage. They may already be familiar with your brand and want to find particular content on your site. Ensuring that your website is easy to navigate and that your brand is easily recognizable can help meet these users’ needs.
- Commercial: When users exhibit commercial intent, they are in the research phase of their purchasing journey. They are comparing different brands, products, or services to make an informed decision. Providing detailed product descriptions, comparisons, and customer reviews can assist these users in their research process.
- Transactional: Transactional intent indicates that users are ready to make a purchase. They may be searching for specific products, services, or deals. Businesses should focus on optimizing their e-commerce platforms, offering clear calls to action, and providing a seamless checkout experience to convert these users into customers.
Internal/External Linking
Not only is it important to create content that addresses your users needs, showing users where they can find other relevant resources within your website, (see what I did there?) as well as siting your sources is essential in SEO copywriting pieces that rank. Some best practices to follow;
- Use anchor text within your content, and make sure you include surrounding words as well as your main keyword.
- Create a “recent posts” section to encourage readers to explore more of your content.
- Make sure all links are functioning properly
- Don’t overdo it, make sure it makes sense to include the links you choose.
Structured Data
Even if you can’t code, you can add additional descriptions called “Schema Markup” to your pages to help google understand the purpose your content serves.
Structured data helps dial in information about your organization, services, products, ratings, and more. Using plugins like RankMath on your wordpress site help you add this valuable datasets to your SEO content with little to no coding experience required.
Common Mistakes in SEO Copywriting
Choosing to priortize search engines over users, and ommiting essential information are the most common roots to lack of performance with SEO content. Avoid the mistakes above, and if all else fails, consult an SEO expert! Check out more resources below created for you by the Local SEO Witch!
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