The Only SEO Copywriting Guide You’ll Ever Need (Until Google Changes Its Algorithm Again)

Writing for search engine optimization is unlike anything else. It requires both creativity and strategy – and one without the other is no good at all.?

Here’s what I mean:

Copy A

The Lawndale rotary sprinkler provides a rotating stream to cover a large radius. It uses high water pressure with a slower water rate to provide adequate hydration to a variety of lawn and turf surfaces.?

ZZZZZ…What’s that? Sorry, I fell asleep. That copy was super boring, right??

It features keywords we might want to rank for like “rotary sprinkler,” “hydration” and “lawn,” but it’s dry and lifeless.?

Now let’s look at another example:

Copy B

Unforgettable summer memories are made in the rainbow-hued stream of a Lawndale rotary sprinkler. Turn your next family barbeque into a water park and make the kind of moments kids will remember forever.?

Okay, this one is a lot more interesting, but it goes off the rails with creativity. Instead of talking about using the sprinkler for watering the lawn, which is by far their biggest use, it focuses on the idea of kids playing in it. Which is probably not a big selling point for most customers.

But what if we combined the two approaches? What if we mixed some strategy with creativity, added a dash of fun and baked it in the oven for two hours? That’s the recipe for great SEO copy.

Copy C

For the greenest lawn on the block, nothing matches the power of a Lawndale sprinkler. Our rotatory design is designed for maximum hydration, which will keep your grass lush, even in the hottest months.

In this example, we’ve hit our target keywords and created a reasonably interesting narrative (at least as much as the topic of sprinklers allows), which means it should be good for both web crawlers and web searchers, a.k.a., actual humans.?

This version also focuses on what customers need, rather than providing a dry list of specifications and features.?

But writing web content doesn’t come naturally to most marketers, SEO specialists or small business owners. That’s why I created this guide. Read on for tips and tricks of professional SEO writers you can apply to your website today.

SEO Writing Secrets

1. Write for users – not bots – You’ve probably heard this already, but in case you haven’t, stop worrying about whether Google likes your copy and start considering whether it’s providing clear, useful information to people searching the web. If you nail this step, good SEO copy usually only requires a bit of tweaking.
2. Choose good keywords – It’s really hard to land on the first page of results for generic terms like “pizza” or “cars.” Instead of wasting your time on something without good returns, hone in on a word or phrase you can realistically rank for.??
3. Keep search intent in mind – Everyone who visits your site is there for a specific reason. Make sure your content is providing the answers to their questions. Speaking of which…
4. Write good content – Google prioritizes high-quality sites and ranks them higher. Make sure your content is comprehensive, original, accurate and uses proper grammar and spelling. One part of this many people struggle with is writing to customer pain points. It’s great that your product has so many features, but potential customers are more interested in how it can improve their lives or make their jobs easier.?
5. Keep your keywords in mind when writing – Your keywords should fit into your copy organically, not feel like they were shoehorned in by an SEO expert trying to target traffic (even if they were). The best way I’ve found to do this is to print out a list and keep it within eyesight while writing. You’ll be surprised how much easier it becomes to add your targeted words when you do this.?
6. Prioritize titles, headers and lists – In many cases, web visitors are just scanning your site, not actually reading it. Catch their eyes with informative page titles and headers. Then get them to read what’s most important by creating easily digestible bulleted lists.
7. Make sharing easy – If your content is providing useful information, people will want to share it. Make it easy for them by adding sharing buttons for social media and email.
8. Keep voice search in mind – More and more people are using Alexa, Siri and similar programs to find information on the web. Make your website any voice assistant’s first choice by using language that targets this type of search. In other words, if your site is about making ham sandwiches, you should include phrases like “How do I make a ham sandwich?” in the copy.?
9. Avoid overusing keywords – If you overuse your target words, Google is going to ding you for keyword stuffing.? Keep your use of any keyword to between 1-2% of your total word count.?

There’s an art and a science to copywriting – and it’s quite a bit trickier than many people assume. But if you put in the work and practice, you’ll soon be writing like an old pro.?

Unless, of course, you’re not.??

In which case, you should hire a professional. Sites like LinkedIn, Upwork and Fiverr are all great spots to find and hire writers, designers and professionals of all types. Quality can vary, but there are some really good SEO writers out there who would love to have you as a client.?

Make Everything SEO Easy

SEO is a complex discipline that requires you to wear a number of hats, including writer, designer, computer programmer and researcher, among others. You’re probably better at some than others.?

But no matter what your particular strengths and weaknesses in the field, Evisio can help. That’s because it’s a holistic #seo platform that examines your entire website for things that are hurting your search ranking or opportunities where you can improve. It then gives these recommendations to you in a plain English, easy-to-follow, step-by-step set of instructions.?

It’s one of those things you really have to see for yourself. Contact me today for a free trial.?

#seonewsletter #seotips #evisio