It’s 2016, I am pretty sure you know by now that in order to have a significant online presence, you need to have a blog.
The #1 reason business owners do not blog is time to value ratio. I hear all the time “Alex, I am not going to spend 3 or 4 hours writing a blog that no one will read.”
I get it, I really do and it’s the reason why marketing, research and content strategy jobs are 3 of the top 10 fastest growing jobs, according to CNN.
At Speak, we do not approach copywriting from a silo where one person is responsible for a singular piece of content. We will get it into that in a bit. What you need to know now is that your content should have a purpose, a mission, a job. When your content works for you in the form of site traffic and conversions, you have figured out SEO Copywriting.
Why should you write copy with SEO in mind? What is SEO anyway? I will dig in and answer the questions for you to shed some light on what makes content so important.
In this SEO writing blog, we're going to cover:
- SEO - Isn’t that magic?
- Copywriting - How to optimize your content
- Research - How to pick your content topics
- Digital Mixology - Making research, content and SEO to work together
What is SEO
SEO is the art of ranking a website and it’s individual pages highly on a search engine. I cannot give proper respect to the SEO industry by summarizing search engine optimization in less than 20 words. So let me give you more... the main purpose of SEO in the digital marketing lifecycle is to get pages to rank. What happens when those pages rank is what we as business leaders like to call “outcomes.” Our target outcome looks like this:
Rankings = Site Visits = Conversions = Revenue
Now there are a ton of things that can be broken inside that cycle but that is for another blog. If you are looking to gain a deeper breadth of knowledge on SEO, check out our article on the topic.
What Is Copywriting? - How to optimize your content writing strategy
Copywriting is the skillful use of words to compel an action. There are numerous actions in the digital marketing world that can be useful to a business.
Everything matters, from a click-through to another page all the way to an online checkout. All points of contact in-between from newsletter sign-ups to new business contact forms are essential to your digital presence.
The mistake I see with many business owners and companies is the failure to understand the importance of a skilled copywriter in key content planning and publishing roles.
Copywriting is a creative role that requires someone who understands persona targeting. This person understands how to compel a specific target audience to take a desired action. Each element is carefully crafted, starting with the page title and moving to the heading tags and calls-to-action.
Your content needs to attract viewers and answer their questions. Create goodwill and authority with your content so that when your reader is ready to buy, they already feel comfortable with you and your product.
Jabs are the lightweight pieces of content that benefit your customers by making them laugh, snicker, ponder, play a game, feel appreciated, or escape; right hooks are calls to action that benefit your businesses.- Gary Vaynerchuk
How to research your SEO content
Just like a designer needs content to design, a copywriter needs research to write content. This is where some basic SEO knowledge can really help your content soar.
- Step 1: Research your topic and find the most often-searched words and phrases.
- Step 2: Integrate the most highly searched words and phrases into your content, START with the title but keep your word and phrase list close by and integrate them strategically!
- Step 3: Check your keyword density
- Step 4: Optimize images and links with alt text
- Step 5: Optimize your conversion process and test it.
Have your Research, Content and SEO working together
The goal of SEO copywriting is to write content that will rank highly on search engines. I expect that you, or your copywriter, can write a nice article on the most highly searched terms in your industry.
What I cannot expect is that you can get that content to rank #1 on google. If you are a business owner, why are are you going to spend 3 or 4 hours writing a piece of content that no one is ever going to see? Even worse, how do you feel about paying someone to write content that no one sees? Here is a step by step guide to mastering your SEO content.
- Step 1: Build your team - You need a copywriter, a research analyst and an SEO Ninja. Our entire digital marketing team can perform in each of these roles but we all have our specialties and we work together to deliver the best results.
- Step 2: Write a content plan. This includes a sitemap and ongoing content strategy to support your pages.
- Step 3: Blog. Perfect your SEO writing skills with a blog that establishes your authority in your space.
- Step 4: Monitor your search engine results and analytics. Track your pages and their rankings to see if there is more you can do to push the pages higher and drive more traffic.
Pro tip: Insert an infographic, more pictures and more external links to reference sites.
SEO Content Writing Conclusion:
I want to make the idea of SEO copywriting very simple for you, so think of SEO writing as Content. That’s it, CONTENT!
The content writing you have done will become an internal linking goldmine for your website. Knowing how to link from a high valued blog to an internal landing page and have it drive organic traffic is also part of the SEO copywriting process.
You need content to do ANYTHING on the web. Ask a designer to build a landing page or ask a marketing director to mail a 3,000 piece direct mail campaign and they are both going to ask for, you guessed it... CONTENT.
You must have a content strategy in place and execute that strategy with sound research and SEO content writing. We would love to help you with your content writing strategy, drop us a line, and tell us about your business so we can help you formulate your strategy and execution team.
Questions? Comments? Feel free to drop us a line in the comment section or contact us for a free digital marketing assessment.