SEO for Copywriting: All You Need to Know About Keywords
Any great SEO for copywriting strategy starts with keywords. Read on to find out all the tips and tricks to get your content ranking and reading well.
We know how it is. SEO for copywriting can seem tough to crack.
Your content’s been struggling; you came out swinging but you’re not making any connections.
The biggest challenge for most content creators and copywriters is competing with the web’s heavyweights on search engine results pages (SERPs).
We’re in your corner. This SEO for copywriting guide to keywords and phrases will help you hook web users and reel them in.
The good news is that the best keyword research tools are just a click away, so you can double down on your online marketing campaign.
An estimated 63,000 Google search queries are made every second. For perspective, that amounts to around 2 trillion searches per year. But the human mind struggles to comprehend numbers on that scale; that’s like being told that you could fit 1 million Earths in the Sun. What that statistic does tell us is that Google has a huge global responsibility to provide high-quality informative content.
Google’s founding mission is “to organise the world’s information and make it universally accessible and useful”. In its duty to educate, Google’s SEO guidelines place added emphasis on the quality and usefulness of your content.
Style, substance, and SEO
They say you shouldn’t favour style over substance. But there’s a third horse in the race, and doesn’t Search Engine Optimisation trump both? After all, neither style nor substance count for anything if you can’t get web users to notice your page. These days, we don’t have time to scroll through each and every page in the search results. In fact, SEO for copywriting is all about getting your site on the first page of the results. Why? Because content that doesn’t appear on the first page of results is practically invisible to the majority of users, with 75% never bothering to view the second page.
The truth is that all three factors are important and will contribute, positively or negatively, to how your page performs in the rankings. There’s an overlap between good SEO practice and good content production. Search engines will promote your content if your webpage is easily navigable, has a balanced and uncomplicated layout, and uses clear and accurate titles and headings. Unlike the bots that determine search engine rankings, search engine users are human.
So, it only makes sense that SEO for copywriting involves improving user experience, as this also improves your ranking in the SERP. But how do you get your content to stand out?
Time for an SEO 101.
What is SEO for copywriting?
But first, what is SEO? In simple terms, Google defines Search Engine Optimisation (SEO) as “the process of making your site better for search engines”.
But what does it mean by “better” for search engines?
SEO makes it easier for search engines to Find and Define your website. Based on its findings, Google will then rank your page. In other words, Google will promote your content to the target audience in exchange for the information you offer. Top-quality SEO content is ranked highly, so it appears at the top of Search Engine Results Pages (SERPs). SEO for copywriting combines high-quality content with SEO to better advertise your offering and climb your website to the top of the SERPS.
Remember: search engines are designed to make useful information more easily accessible.
Keywords are a necessary part of SEO for this reason as they summarise your brand’s content, so that Google can determine which users will find your content relevant or useful.
Keyword research helps you understand your target audience, i.e. who searches for those keywords.
What’s useful to you might not be useful to your neighbour, your co-workers, or your parents. Over half the world’s population uses Google, so it’s only natural that users have diverse interests. Luckily you don’t need to worry about appealing to over four billion human beings. Keyword research tells you what your target audience is most commonly searching for, so that you can dig a little deeper into their mind. With the help of keyword research, you can start to improve user experience and you’ll see your page climb the SERP.
What are the benefits of having an SEO for copywriting keyword strategy?
A well-executed SEO keyword strategy will:
- Increase your brand’s visibility (appearing at the top of the SERP will increase overall traffic to your site).
- Improve your conversion rate (by providing web users with content that’s both informative and relevant to them).
- Offer insights into industry trends and provide invaluable content ideas.
SEO for copywriting: tips and tricks
Simply put, SEO keywords are the terms and phrases that determine:
- How users find your content.
- How search engines determine who sees your content.
- Where your content appears in the rankings.
SEO for copywriting should take into account that keywords need to be a perfect fit for the copy. You always want to avoid keywords that stick out like a sore thumb.
First, how do search engines work?
Before you start learning about SEO keywords and phrases, it’s a good idea to have a basic knowledge of how Google and other search engines actually work.
How does Google generate search results?
Why do some web pages appear higher up in the search results than others?
In simple terms, Google wants help with finding, defining, and ranking your content. In its own words, it does this by:
- Crawling (finding your webpage).
- Indexing (defining its content).
- Serving (ranking in the search results).
Let’s break it down.
Google has a list of known pages that it’s constantly adding to. ‘Crawlers’ automatically search for and add new and recently updated pages. Google crawls over 20 billion web pages every day, chiefly via its GoogleBot program. Crawlers have to be able to find your page, otherwise keywords and other factors of SEO for copywriting will be useless.
What factors determine crawlability?
Your site has to be user-friendly and easily navigable.
If your site’s easily navigated, it means that your pages are well-linked and crawlers will be able to find their way from page-to-page with ease. Crawlers need to be able to get from A-Z without jumping through hoops; they’re crawlers after all. Consider this your site’s architecture. You want it single-storey and open-plan so crawlers won’t encounter any barriers when moving between pages. Ensure there’s a clear path from your homepage to all other pages on your site.
In other words: Don’t run before you can walk (or even crawl!).
How do I make it easier for Google to crawl my site?
It’s most important that search engines can find your homepage. After this, make sure that each page on your website has sufficient links to navigate the rest of your site.
Google provides a service where you can request a recrawl here.
68% of Google search queries that would’ve previously come from desktop users now come from mobile devices. So, since 2015, Google has updated its algorithm to boost the ranking of mobile-friendly content for mobile device users.
Smaller screen size means that readability is even more important.
Headings and SEO for copywriting
When using SEO for copywriting, headings and subheadings are your signposts. To maximise the impact your SEO keywords have by making them more visible, you can include them in your titles and headings.
But, contrary to popular belief, that’s not part of the magical formula.
Here’s the low-down from Google Search Advocate John Mueller:
“We do use headings when it comes to search. But we use them to better understand the content on the pages.”
That being said, if you’ve chosen your keywords and phrases wisely, it’s still beneficial to use them in your headings. Simply put, it’s more important that your keywords and phrases are relevant and that your document’s organised in a useful and meaningful way.
Why? Because when web documents are useful and relevant to users it improves user experience: that’s the ultimate goal that you share in common with search engines.
When a page has been identified by Google’s crawler it’s then indexed. Indexing is how search engines find out the contents of your site so that they know what visitors will find there and they can build a profile of your site. This way, search engines can join the dots and match your page with relevant searches.
Indexers can’t read your mind, but they can read the text on your site.
This is important; while search engines can ‘read’ certain images and videos, clear and accurate titles and headings are still the best way to display the most important information, like content and links, for your site. You don’t need to avoid graphic-rich pages altogether. But, where images and videos are used, you should make sure they’re given clear and meaningful captions or image titles.
You also need to think about keyword placement. Ensure keywords are found in the relevant context. The use of keywords in headings and subheadings indicates the topic in question is dealt with beneath the accurate heading.
This being said, search engines promote content that’s informative. If in doubt, remember Google’s mission is to make the world’s information both “universally accessible and useful”.
And it does this by promoting content that’s useful to you and relevant to your search at the same time that it’s filtering out useless or irrelevant information.
Here’s where your titles, headings and multimedia come into play to maximise your SEO for copywriting.
Consider what users might type in their search bar when they’re looking to find your content.
All parties benefit when you provide search engines with accurate descriptions of the content on your site. For instance, it’s important users know we’re a content marketing and copywriting service first and foremost, so that information goes in the title. Similarly, users who search “copywriting service” can see that our site is a perfect match for their search. Being specific with headings and descriptions ensures that visitors to your page find that it’s both relevant and useful.
It isn’t all about text though, because Google’s indexer also scans images and videos to detect keywords and phrases. And improving the diversity of your content is not only going to improve your brand’s ranking in the SERP, it’s also appealing to visitors. So diversifying your content and focusing on multimedia is a good method to use when you’re looking to improve your online presence.
Serving – aka ranking – determines how relevant your page is based on the user’s search.
It establishes how close the content on your site comes to the results that the user would’ve expected to see when they entered their search.
Your keywords should be specific to your content.
This one’s really important. You cannot duplicate or plagiarise content from other sites, which amounts to abuse in Google’s Quality guidelines.
Familiarise yourself with the rules and do not violate them! This will have a negative impact on your ranking and can even lead to your site’s removal from the SERP altogether.
Don’t lose sight of your readers when using SEO for copywriting
Don’t force keywords or phrases in if they don’t read naturally.
It’s easy to get overly-excited when including SEO keywords in your content, but don’t get carried away. The human side of SEO for copywriting is just as important. Don’t use SEO keywords for the sake of generating traffic. In the industry this is known as ‘keyword stuffing’ or ‘cloaking’. It’s like catfishing but for digital content. Keywords must be accurate and appropriate in the context of your site.
Blatantly seeking to manipulate the algorithm by using deceptive practices can result in a potential loss of traffic to your site. Always keep your target audience in mind, and remember that poorly-written content damages your brand image and threatens to undermine customer trust and loyalty.
Be transparent: only use keywords that are actually relevant.
Quality and usefulness might seem like abstract measures, especially in the context of the data-intensive world of SEO, where everything is quantifiable, but they’re good indicators of well-performing content.
What should be clear by now is that it’s a two-way relationship with search engines.
As long as you’re providing content that’s useful and relevant to your target audience
Google will promote you and your site using its algorithm and ranking analytics.
We’ve given you the tools. Now it’s your turn
This guide has given you all the tools you need to start implementing keywords into your branding copy. However, creating high-quality SEO content can sometimes be challenging to accomplish.
At Linguakey, we’re dedicated to providing you with the best in content marketing to meet your ambitious plans. We pride ourselves on delivering authentic and highly accessible content that attracts, engages, and converts audiences so you can achieve scalable growth.