Essentially, we've discovered a strategy for creating content that combines solid SEO basics with sound copywriting concepts. So our content not only ranks well on Google, but it also encourages our users to read, link to, share, and, eventually, buy our product.
Of course, we can't blame the increased traffic simply on our method. However, we believe it is part of the explanation.
In this essay, I'll discuss the SEO copywriting tools & methods we've used in our content creation process.
But first, let's clarify what SEO copywriting is.
What Is Seo Copywriting?
The practice of producing content for search engines and people is known as SEO copywriting. It's where you create Google-friendly content that people want to read, link to, and share.
After all, content that receives a lot of Google traffic but is never viewed is pointless. The same is true for content that is captivating yet receives little traffic. Now that we've defined SEO copywriting, let's move on to some useful tips.
1. Match Search Intent
With 388,000 monthly searches in the United States, the term "basketball shoes" appears to be an excellent topic to write about if you operate a basketball site.
But you'd be wrong.
When we search for "basketball shoes," the results are largely e-commerce category sites from online retailers: Google recognizes that searchers are in the buying phase, not the learning mindset. As a result, category pages take precedence over blog postings. And here's the first tip: write content that is relevant to the term you're seeking. If you don't do it, the ranking will be difficult.
In the area of the Best SEO Agency in Dubai, this is known as search intent, or the why behind a search query. To determine the three Cs of search intent, we may simply look at the top-ranking pages.
- Content type
What kind of material does Google favor? Blog entries, product pages, category pages, landing pages, and videos are common examples.
The search results for "wireless headphones," for example, are all e-commerce category sites. And the majority of the results for "best wireless headphones" are blog entries.
- Content Format
The term "content format" refers mostly to informative material. How-tos, listicles, news stories, opinion pieces, and reviews are some examples of forms.
- Content angle
This is the content's key selling factor. On the SERPs, you should be able to discern a dominant angle.
2. Cover the Topic in Full
Google wants the most relevant, helpful result to appear on the first page. So your post should demonstrate why it deserves to be there.
How do you go about doing this?
By addressing everything searches want to know and expect to see.
One part of this process is search intent. However, examining the three Cs only provides a high-level summary of the goal. To get a better idea of what your content should include, delve further by evaluating relevant top-ranking sites, i.e., pages that are related to what you're planning to develop.
If you're writing a listicle on the greatest wireless headphones, don't use references from e-commerce category sites or landing pages.
- Look for common subheadings
Subheadings provide rapid insights into what searchers are looking for, especially if they appear on many top-ranking sites.
For example, if you look at the top results for "best wireless earbuds," you'll notice that they all reference Apple's AirPods Pro, as predicted.
That implies the AirPods should be on your list of potential purchases. Other goods that should be on your shortlist are:
- Sony WF-1000XM4
- Bose QuietComfort Earbuds
- One of the Jabra Elites (3, 75t, 85t)
- Look for subtopics among keyword rankings
A page ranks not just for the core keyword, but also for additional keywords related to the main topic (i.e., subtopics).
If we can figure out what these subtopics are, we may include them on our website as well. Here's how to locate them:
- Copy and paste a few high-ranking URLs for your primary topic into Ahrefs' Content Gap tool.
- Leave the bottom section blank
- Hit Show keywords
- Set the Intersection filter to targets 3 and 4.
We can observe that these pages rank for subtopics such as:
- Best wireless earbuds for android
- Best earbuds for iPhone
- Best earbuds for phone calls
- Most comfortable earbuds
- Wireless earbuds with the longest battery life
These are excellent subtopics to include in your post.
3. Add “link Triggers”
According to Google, links are one of the top three ranking criteria. Our analysis of 1 billion pages discovered a substantial, positive association between the number of websites connecting to a page and the amount of Google search traffic it receives:
As a result, you'll want your material to be linkable. We can do this by first determining why people connect to the pages you want to outperform and then applying that knowledge to your article.
These are referred to as "link triggers."
Consider the keyword "SEO copywriting" as an example. When we look at the topic's SERPs, we notice competing pages with a lot of backlinks:
To find out, put one of these URLs into Ahrefs' Site Explorer and look at the Anchors report. This displays the most frequently used terms when connecting to the page.
We can tell that many people are connecting to this piece because it introduces two concepts: "bucket brigades" and the "APP technique."
As a result, in order to apply this understanding to our own article, we'll need to give some of our own unique recommendations. (Which is exactly what we've done!) If you see that people are linking to a website because of an impressive statistic, you might consider conducting research or conducting a poll.
4. Make Reading Easy with The Asmr Formula
Reading is a business transaction. Your readers are effectively exchanging their time for your words. If they believe the text is becoming too difficult to read, they will use the "back" button.
So make sure your information is designed and written in a way that makes it easy to read. Follow the ASMR protocol to do this:
- Annotations – Including notes, sidenotes, and other components such as blockquotes and call-out boxes break up the monotony of the text.
- Short sentences and paragraphs – Long phrases are difficult to understand. Look for situations in which you utilized transitional words such as "and," "because," and "that." Divide them into shorter statements.
- Multimedia like videos, images, and GIFs – Incorporating them can assist demonstrate your views without needing additional words.
Copywriting's primary purpose is to convince. But nothing may be more unconvincing than reading something clearly written by an "outsider."
Dancers, for example, reject the terms "breakdance" and "breakdancers." In the community, it's even considered an insult. The correct terminology is "breaking" or "b-boying"/"b-girling."
If you don't use such phrases, it will be obvious to the reader that you aren't familiar with the specialty, which will turn them off.
Most people believe that copywriting is all about writing, yet this couldn't be further from the reality. Deep research is at the heart of the copywriting process.
If you're not familiar with your audience's language, phrases, difficulties, issues, wishes, and needs, you'll have to learn them. Investigate the communities where your target audience congregates. These can include locations such as:
- Facebook groups
- Slack communities
- Quora
- Blogs
- Forums
Something about business causes people to become stiff, uptight, and too formal. People may ignore it at an event, but they will not ignore it in your text.
After all, nothing says "stop reading now" like a piece of material written in the style of an academic study, complete with nonsensical jargon. Don't make this error. Good online copy is informal. It's like you're talking to a buddy, but your "friend" is an online reader.
If you're concerned that your copy is too formal, you may put it into Hemingway:
7. Give Your Content a Unique Spin
It is critical to match search intent. It's also critical to cover the subject thoroughly—or as thoroughly as possible. But don't use this as an invitation to make plagiarised stuff.
You must nevertheless offer your material a distinct flavor.
Why? A few reasons:
- If your material is similar to everyone else's, the reader will have no incentive to choose yours over the others. They may simply select another and go on.
- We've established the significance of linkages. However, individuals generally connect because of something distinctive and special. If your content is identical to others, there is no purpose in linking to it.
- If your content does not stand out in the SERPs, the searcher will not click on it.
You Get the Point.
SEO copywriting requires a delicate mix of offering searchers what they want while still stating something unique and creative. This might take the shape of a unique perspective, recommendations that only you know, tools such as checklists and templates, or anything from your personal experience.
That's what we aimed for with this piece. We've included both advice based on our experience and tips that haven't been seen anywhere else (e.g., ASMR formula, link triggers).
How do you make anything one-of-a-kind? Here are a few pointers:
- Actually, experience something – There is no replacement for firsthand knowledge. If you want to write about intermittent fasting, you need fast first. See our email outreach post for more information.
- Talk to experts – It is sometimes impossible to do or feel anything. But someone else has most likely. Speak with them and seek their advice and point of view. That's what we did with our piece on Google penalties.
- Analyze data – Do some research and study—get solid data to back up common statements in your field. Check out our Google Search Console investigation.
- Crowdsource – Get numerous professional perspectives, as we did with our piece on SEO Services in Dubai.
- Consider the opposite – Is the opposing viewpoint always correct? What if that was correct? Consider it and, if feasible, find evidence to support your opinion.
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