Content marketing has certainly revolutionised the way brands approach their audiences. Today, if you really want your target audience to react to what you’re sharing, you cannot just say “call this number now for a no-obligation consultation” anymore.
Unfortunately, because people are getting exposed to literally thousands of ads every day, those kinds of pitches are starting to lose their appeals. This is only one of the reasons why copywriting is such a crucial element in content marketing.
What is copywriting?
In case you’re not yet familiar with the term, copywriting is the act of writing sales promotions and marketing materials for brands or organisations. It involves crafting compelling words to get people to either engage or purchase something, which is why it’s also called persuasive writing.
In digital marketing, it is often used to provide content for web pages, social media pages, and advertisements with a primary goal of converting traffic into leads and/or sales. However, if you’re writing to generate traffic from a search engine like Google, this form is called SEO Copywriting. And yes, it’s different from just copywriting.
What is SEO Copywriting?
As already mentioned in a previous article, SEO or Search Engine Optimisation is the use of various strategies to improve a website’s presence in search engines. And contrary to popular belief, SEO copywriting is not just about drafting a whole blog that contains keywords that your target audience types in the search box. It also involves the following:
- Conducting keyword research.
The first step in SEO copywriting is finding the search terms that users enter into search engines. This is a very important process as it gives you an insight into what your target customers are looking for. This also gives you an idea of what phrases you should be focusing on once you’re ready to write your actual content.
- Writing a compelling headline.
Having a good headline is critical in SEO copywriting since it’s the first thing that gets noticed by users after they hit search. Based on statistics, valuable headlines that address a user’s query right off the bat get higher chances of getting clicked.
- Writing an effective meta description.
Even though the meta description doesn’t directly affect SEO, it affects CTRs (click-through rates). For this, the goal is to make a user understand what your content is all about in 2 sentences or less.
- Matching landing page content with user intent.
Remember that there’s an intention behind every query. Which is why you need to pay attention to your customer’s intent so you can ensure that your landing page is meeting his/her need.
- Following the ideal keyword density.
Keyword density or frequency refers to the number of times you’ve used a specific keyphrase. While there’s really no defined rule when it comes to keyword density, know that Google gives merit to readability. And stuffing your content with keywords will only make it sound unnatural.
- Maintaining content freshness.
Google values fresh content. Thus, it’s important that you’re regularly updating your old blogs and/or adding new ones to your website if you want to score for this ranking factor.
How does it affect conversions?
The ultimate goal of SEO is to generate qualified traffic that can potentially turn into leads/sales. And because your content is focused on search terms and phrases that are relevant to your brand with SEO copywriting, you get to filter out the users that actually have an interest in your products or services. Hence, the possibility of them converting is higher.
SEO copywriting is more than just writing for Google. It’s an art that lets you speak to your audience so you can convince them to convert. And while it isn’t the easiest task, it also has been proven to deliver positive results to a lot of businesses.