5 Tips for Mastering the Art of SEO Writing
SEO content is different from other formats of copywriting services.
Unlike journalistic writing which focuses on publishing factual material, or creative writing which has an emphasis on the narrative craft, SEO writing is all about optimizing content for search engines to attract greater traffic.
What is SEO?
SEO is a three-letter acronym that stands for search engine optimization.
SEO is a digital marketing practice that involves increasing traffic to a website through improvements in search engine results. SEO is very crucial in today’s digital landscape as it is used by brands to increase brand awareness and visibility.
SEO writing explained
SEO writing is a type of writing format that blends the science of SEO with the art of writing. In its simplest terms, SEO writing is all about creating content that attracts the attention of search engines in a specific way. This is done through the use of targeted keywords and phrases.
When done correctly, SEO writing contributes high-quality content that engages a targeted audience, improving a brand’s search engine results page (SERP). But this is easier said than done.
SEO content isn’t merely littering content with specific keywords, otherwise known as “keyword stuffing.” In fact, participating in keyword stuffing will result in search engines like Google penalizing the brand in question.
The importance of SEO writing
So, why is SEO writing so important?
In today’s increasingly crowded market, competition is fierce. Globalization has increased competition, making it tougher for brands to attract potential customers, particularly those still in a fledgling state.
Brands must do everything in their power to acquire a greater market share. And SEO writing is a tool that enables them to do just that.
Producing high-quality content that’s SEO-friendly is a proven advantage for brands looking to stand out in a crowded market. The higher a brand appears in SERPs, the greater opportunities there are to increase traffic to their website.
Optimizing content for SEO
Now that we’ve established what SEO writing is and why it is important, let’s examine how to successfully write content for SEO purposes. Each SEO copywriting tip below covers an essential aspect of SEO writing that enables brands and writers alike to master this complex art form.
Start with keyword research
Before churning out page after page of digital content, take the time to perform keyword research. This is a necessary first step in SEO writing as the objective of your content is to gain the attention of search engines.
There are various tools available online to assist you with your keyword research. Remember, if your writing can’t be found by search engine crawlers (the automated script or Internet bots that index web pages), it won’t have an impact on your SEO efforts.
Structure your content with keyword-rich phrases
While search engines will punish brands for keyword stuffing, there are ways to add relevant keywords to your content to inform search engines of your content’s intent. Several places in your content can be optimized with relevant keywords.
These places include:
The title tag
Internal links within the content
Alt image attributes
Embedding relevant keywords in this manner creates a big impression on search engine crawlers, adding quantifiable value to your SEO content.
Use LSI keywords
LSI or latent semantic indexing refers to things that semantically relate to the topic at hand. In this instance, LSI keywords are keywords that topically relate to a specific keyword or phrase you’re trying to target and rank for in your writing.
“Drink,” “beverage,” and “refreshments” is one example of how certain keywords are topically relevant to each other.
The purpose of using LSI keywords is to further inform search engines of your content’s intent and quality.
LSI keywords allow search engines to recognize the information being presented in your content. After all, how does a search engine differentiate between “apple” the fruit and “Apple” the brand? By looking for LSI keywords.
This also helps you avoid the potential keyword stuffing penalty while allowing your content to rank for relevant keywords.
Target geo-specific key phrases
Local SEO is an effective strategy for brands looking to promote their products and/or services to local customers. It’s one way brands can help prospective customers discover their business. And a great way to dominate local search results is through geo-targeted keywords.
Adding hyperlocal keywords allows local businesses to compete with large enterprises that have a seemingly endless SEO budget. Leveraging geo-specific keywords and phrases makes it easier for local customers to discover brands in this surrounding proximity.
Include effective CTAs
Unlike other writing formats, the objective of SEO writing is to sell. Content must have the goal of promoting an action from the reader. This can be anything from subscribing to an email list, filling out a form, or buying a product and/or service.
To achieve this objective, content must have a clear and effective call-to-action (CTA). A CTA is a prompt that motivates the reader to take action. A clear CTA in your copy can decide whether or not a lead converts into a customer.
Having a directive statement primes your reader to make a decision. This directs them to the appropriate next step in your marketing and sales funnel. Having a meaningful CTA in your content enables a brand to grow its audience and increase sales.
Putting it all together
At its core, SEO writing is just that: writing. While you must apply the rules of SEO throughout your writing, it essentially boils down to engaging your audience in an informative and creative manner. Do this, and search engines will reward you for your efforts.