SEO copywriting tips to attract relevant traffic

By Roman Berezhnoi July 20, 2021 2.08K views

SEO copywriting tips to attract relevant traffic

SEO is all about the quality and value of a website’s traffic. When you do SEO you manage some technical things, links and content. Content (text, video, images) is an important part of SEO. In this article you will know more about text content and SEO copywriting. 

What is SEO copywriting?

Many SEOs detefine SEO copywriting as the art of crafting your content in a way that appeals to humans and search engines by including keywords naturally. 

But it is the bad definition. 

Because Google wants us to write for people, not for SEO. 

First, If you focus on bringing people to the page, you risk losing them once they arrive. Your conversion rate doesn’t depend on how popular the queries you rank for may be. Conversions depend on how well you meet the visitor’s expectations and how well you earn their trust. In other words people need to read relevant, well-written and valuable content on a web page.

Second, Google, Bing and other search engines invest billions of dollars in natural language understanding. Search engineers are continually improving software, algorithms to improve the relevancy of its responses to search queries, through understanding the intent behind search language. So, it means we truly can put people first, answering their search queries with the most relevant information instead of blindly catering to keyword lists.

But we need to take into account the specifics of web search (it is still difficult to understand natural language for search engines). Also, we need to take into account the specifics of web pages (content mapping, web technologies, UI elements of web pages, etc.). That is why it would be better to use web copywriting or copywriting for websites instead of SEO copywriting.

Our definition of SEO copywriting is writing relevant content for your target audience that will be indexed by search engines to achieve your goals.

If you write good content you can achieve anything without aggressive promotional practices. Also you will save your money. There are many websites that succeed on content alone.

How to write text content to increase relevant organic and referral traffic? 

Start with goals

Don’t use arbitrary goals. SEOs and marketers love to use something like “we need to rank #1-3 for a 2-word term” or “we need 10,000 visitors per month”. In fact, setting arbitrary goals for a site degrades optimization.

What is this page about? Which Internet users do you want to attract? How can you attract these users?

Know the product, service or topic

It’s almost impossible to spend too much time researching your topic. Immerse yourself in it, surface the most incredible facts. Link to them to provide readers with additional sources of reading. Become passionate about your topic and your reader will too.

Paying lip service to a topic makes content of a web page ununique, boring. This content will compete with thousands of pages. 

By doing your research you can be sure not to disappoint.

Understand target audience

This is important because it helps you understand who you’re talking to and what their desires, goals and fears are (so you can dial up their pain points and get them to take action on whatever you’re writing about).

One of my favorite “shortcuts” to full-blown market research is browsing forums, social media groups, YouTube channels. These places are great to see exactly what people are struggling with, and even the words they’re using to describe these pains and hopes.

Also, it helps you to identify keywords. To research keywords for your site in an effective way you can read the article Keyword research for business owners.

Headlines

Many SEOs add keywords to headlines. It is a good practice but not perfect. 

Also you can find some of the ideas that permeate the marketing Web:

  • Try to include a number in your headline. Headlines with numbers tend to get more clicks in the SERPs. 
  • Posts with twelve to eighteen words in the headline receive the highest number of Facebook engagements on average.
  • Phrases like “the future of”, “X ways to” and “need to know” got the highest engagement.
  • Use active words instead of passive words.

It is possible to add hundreds of bullet points and it would not exhaust all the advice that is being shared in presentations, on blog posts, in eBooks, etc. about how to write a good headline for SEO.

So F5 Studio’s tips:

  • The headline should summarize the content to follow. Expand on your original statement.
  • Make your headline value-centric. Being value-centric means that the central message of the headline is about the benefit/value your reader will get by reading more. Be straight-forward and upfront about what the viewer will get by reading more or performing an action.
  • Be specific. Do 9.5 out of 10 plumbers actually recommend your product? Then say it with that specificity. Don’t just say “plumber recommended” when you know the details. Avoid using vague words like “world-leader” or “best in town.” Google also ignores words “the best”, “top” and others.
  • Be compelling. For example “About John’s services – Where We Started and Where We’re Headed.”

Never stop testing your headlines, and your copy will never stop improving.

Craft a compelling intro that leaves the reader wanting more

If your headline has done its job, people will click to read the whole article. But you’re not done yet!

After your headline, your introduction to the article is extremely important for engaging your readers enough to ensure that they don’t leave. If the intro is vague, unclear, written poorly or too long, you’ll lose 20% who opened your article.

F5 Studio’s tip is to clearly define your positioning: What and for Who?

That is why it is very important to identify your target audience.

Break up your content with compelling headings

You already know that your article’s title is important. But what about your section titles – or headlines?

If you’re not already, you should be using headings and subheadings to break up your content. In fact, I always start every article I write with a solid outline that includes all the headings.

It is about a structure of content. It should be neat, clean, concise, and informative, answering the consumer’s questions and offering a credible value proposition.

Write a good content for people

What does it mean exactly?

When you the business owner, SEO or marketer search for something on the Web, how often do you avoid sites you know are just writing copy for the search engines?  Many people jump deep into the search results because page 1 is often filled with ham-fisted crap that really won’t answer your questions, keep your attention, or satisfy you.

Marketers love to talk about “finding user intent”.  That’s not the job of a marketer. That’s the search engine’s job. And given just how poor a job search engines are at interpreting user intent, you don’t stand a snowball’s chance in a blast furnace of figuring out user intent.

And even if you did know the user’s intentions, how would that help make your content more interesting and engaging?  You would just plug another content formula into the copy, get out a copy of the “right guidelines”, and fill in the gaps in your template.

You make it interesting.  You bare your heart, your soul, your passion.

You can say “I have to write a copy for a construction industry website”. That’s a tough life.  We all have been there.

If it doesn’t sell, it isn’t creative. – David Ogilvy

Couldn’t be more true. Bloggers and SEOs love to be cute and funny, original and innovative, but it’s also dangerous.

If you want people to buy, you need them to see your product in their hands and be able to envision how it’ll improve their lives. Everything else is secondary. If you can awe them with your words in the process, fine, but don’t do it at the expense of the sale.

Even inventory copy can be made interesting.  Why would a person buy this product or order this service? Can you explain that if your CMS allows you to write that much copy?

If you create the content yourself and you are not asking yourself, “Is this what my customer would want to read?” then you are creating the wrong content. 


Well, SEO copywriting for business sites can’t be easy. You can order professional SEO services to drive relevant traffic.

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