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What is SEO Copywriting Technique?

Published by Jimmy Ombom on


Maybe you’re starting to get tired.

After publishing another powerful article (of those that would make you get up from the chair to the most indifferent) absolutely nothing happens on your blog.

Not a tweet, or a like, or a comment. It seems as if nobody gave a penny for what you write.

However, the problem is not that your ideas are bad or that you write badly, but that the Internet is oversaturated. Every day more than 1.6 million posts are published ONLY on WordPress.com …

Imagine, how was someone going to trip over yours?

Luckily for you there seems to be a solution:

If you want your articles to reach interested readers, you only need to appear on Google in a prominent position.

The question is, how do you do that?

Well … dominating the art of SEO writing.

Also known as SEO copywriting, SEO writing consists of writing optimized texts for search engines with the purpose of putting you above the results for certain words or key phrases.

In this way it is possible to attract interested readers:

They do a search and there you appear. Then they can read what you write, they can comment on it, and they can share it on social networks.

Below I will reveal all the secrets of SEO writing. And I do not mean tricks to deceive search engines, but a clean process to create texts that will like Google as much as your readers.

1. Get ready to start

SEO writing is not very different from any other. Just like when you write an email, a report, or a recipe, you should know some questions before you even approach the keyboard:

  • What is your purpose – Think what you want to achieve with your text. It can be clarifying a complicated concept, inspiring a group of people, or convincing them that your product is exactly what they are looking for.
  • For whom you write – It is true that on the Internet your texts are going to be read by many people, but that does not stop writing them as if only one person were going to read you. That person should represent your ideal reader.
  • What image do you want to convey ? This is something that in many situations you do not need to ask yourself; It comes out naturally. But maybe you want to make sure you give the right image and that nobody gets the wrong impression.

Suppose you have an online store of natural food products and want to write an article about green tea:

Your intention is to attract subscribers to the newsletter, mostly people interested in the effects of green tea consumption in the long term. Also, as an expert that you are, you want your domain to be noticed.

Throughout this guide, I will illustrate in the process of creating SEO texts for the Web based on this example.

2. Find valuable keywords

Instead of writing about a random topic and crossing your fingers to get someone interested, it is more practical to know in advance what people are looking for in Google and write about it.

For this reason, the search for keywords is important. It gives you the topics that matter to your audience, and the exact language they use when talking about them.

Understanding this is the first step to a good SEO copywriting. What comes next is applying a series of techniques that you will end up dominating.

Gather ideas

Your mission is to find out what users type when they search for the type of content you intend to write. At this moment you only have a basic idea about the topic to be discussed, so if you want new ideas, the simplest thing is to go to Google to see what autocomplete suggestions  appear as you type:

These words are popular searches that Google suggests to save you time, so pay attention because this information is worth gold.

Another alternative is to look at the related searches offered by Google at the bottom of the results page:

What the search engine is giving you here are topics related to your initial query; not all will be useful, but you are likely to find interesting ideas.

Get Search Data

The answer is in the details.

It does not make sense to write about something that nobody is looking for, that’s why you need to know the number of searches that are done. 

The Google Keyword Planner allows you to find out.

It is a tool aimed at AdWords users that you can also use for SEO purposes. It is very useful to find good keyword ideas, although what makes it more interesting is that it gives you the search figures.

Go to “Discover new keywords” and write the words or phrases you’ve discovered so far. 

Click on “Get Started” and you will see a series of groups with words that the tool suggests. 

showing google keyword planner result for 'green tea'
showing google keyword planner result for ‘green tea’

In the “Ideas for keywords” tab, the words you have entered along with the volume of monthly searches appear:

From what these numbers say, there seems to be an audience very interested in the properties of green tea.

When you examine the results:

  • Focus only on relevant words
  • Be realistic, the greater the number of searches, the greater the competition.
  • Forget about the “competition” column because it only reflects what’s in AdWords, not the organic search results

Write down the terms that interest you most and repeat the operation for each of them, it will help you identify new ones.

Assess the competition

Launching to compete for words that people are looking for is fun, but it stops being fun when you discover that you have entered an oversaturated space. 

Hence, knowing the levels of competition can save you a bad choice.

To know what you’re up against, the first thing you should look at is the title of the pages. 

You know why? Because the title is the most basic factor of optimization.

If a page wants to compete for a keyword knowingly, it is normal to have it in the title tag (I will explain it later). 

So if you want to know the levels of competence you need to know how many pages have your keyword in the title.

Of course, you do not need to count page by page, you have a command in Google that does it for you:

intitle: “keyword”

Just below the search box you will see the number of pages that have that word in the title:

It is clear that writing about the properties of green tea is a good idea, especially if you use the key word (phrase) “green tea properties”.

Analyze trends

Showing google Trends results for green tea

A critical aspect of keywords is their usage tendency. The Google Trends tool helps you:

  • Compare the use of several keywords
  • Analyze the seasonality of searches
  • Anticipate the use of keywords
  • Find popular or increasing searches
  • And all this by country, date, category and search (news, products, YouTube, …)

Some advices:

  • Use words from which you already know the search numbers (keyword tool)
  • Always include more than one word, to have references
  • Enter the words in quotation marks (“”)

If you take a look at the search trends for green tea, you will see that today interest is increasing. 

On the other hand,  its properties have more or less growing demand, although it alerts us to a fall in the use of the word “Green Tea”.

Use advanced tools

It is true that the free tools of Google free offer very valuable information. 

But it is also that the search engine gives you the information that interests you, and not always the one you need.

Other tools can give you a broader perspective:

  • SEMrush – A gold mine when it comes to keyword research and competitive analysis. At one point it has allowed me to find the phrase “green tea benefits”, with 12,100 searches, 991 competitors, and growing demand. More interesting than the best candidate suggested by Google.
  • Market Samurai – The warrior of the keywords. Ideal to find thematic niches in which to write with little competition.
  • Long Tail Pro – The tool that lets you find long tail ideas and terms easily and quickly.
  • KeywordTool.io  – If you are ever looking for a free keyword research tool, this video will look it at KeywordTool.io and how you can also use it as a keyword research tool, as well as a content creation tool.

Make the Right Keyword Choice

Searching keywords for writing consists of identifying a topic, and within that theme, a series of words that configure it:

Theme – benefits of green tea, green tea properties 
Aspects – what is green tea for, green tea thins, green tea skin properties, green tea medicinal properties

As you now know exactly what to write about and what issues to deal with, it will be easier for you to satisfy the reader. The next step is to write.

3. Write naturally

Formerly, people used to cram their keyword texts with the intention of increasing the relevance of their pages. 

The search engines were so basic that when they found a page saturated with the same word, they assumed that it was more relevant and gave greater weight to the results.

But that’s history.

Today’s search engine crawlers are smart enough to dispense with word counts, densities, and any other trick like that. 

The only thing that matters now is to naturally use the words that people use.

A text loaded with keywords is difficult to read, which quickly frightens any reader. So whenever you write for the Web, remember that you do it for people, not search engines.

Considering this, here are some tips:

  • Make sure you create texts of at least 400-600 words
  • Repeat the main keyword 2 or 3 times and the rest at least 1 time
  • Include the main keyword at the beginning

Contrary to what may seem, these recommendations are not intended to create artificial writing. 

Every good text needs a certain length to express ideas and it is natural to repeat the most important words.

On the other hand, it is a good idea to include:

  • Plurals – Use a combination of plurals and singulars, giving preference to the form that you think is most used.
  • Synonyms – Not everyone always uses the same words. If you include synonyms of your keywords you will not only improve the relevance, but you will get richer texts.
  • Accents – As a general rule you will not see the same results for accented words, so try to include at least one variant without accent, if you can afford it.
  • Formats – Although bold , italics and underlines have no effect on the rankings, they help highlight the most important parts.

4. Optimize Content for Google best practices

It may seem that uploading a text from Word to a web page is as simple as copying and pasting, but doing so takes you away from any possibility in the search.

Google, like other search engines, relies on a series of factors to determine which pages should appear first and which ones later.

 One of them is relevance, which has to do with how timely your page is given a search query.

To calculate relevance, search engines take into account what words appear within the text of the page, but also where they are placed, and in what way. 

For that reason, it is important that you follow several search engine optimization principles.

Use keywords in the title

The page title is the text that appears on the browser’s label, and also the link text in the search results. 

The words that appear within the title are highly valued by the search engines, so do not waste it.

At the time of writing the title:

  • Be descriptive
  • Include at least the main keyword, without abusing
  • Leave your keywords to the left of the title where they exert more weight
  • Use between 50 and 65 characters so that the text does not appear cut
  • Make sure you use a different title on each page of the website

Benefits of green tea: Little-known properties revealed | Example.com

Put a friendly name on the page

Although the name of the page is not by itself one of the heaviest factors on the search, it can influence when used as a link text.

Ideally, a user should be able to know what the page is about just by looking at the URL, but let’s see what you should consider when writing a friendly name :

  • Be descriptive
  • Be brief
  • Include the main keyword
  • Use hyphens to separate words
  • Do not use capital letters or accents or strange characters
  • Avoid the parameters

http://www.example.com/benefits-te-verde/

Prepare an attractive meta description

The meta description does not help you get better search engine rankings, but it does help you attract clicks.

 Notice that the text of the description appears as an announcement on the search results page, just below the title.

To achieve an attractive meta description:

  • Describe the content of the page faithfully
  • Give some reason to click
  • Do not use more than 156 characters to avoid being cut
  • Make sure you use a different description on each page of the website

Discover the benefits of green tea revealed by a new scientific study. Little-known properties of green tea at Example.com

Use headers

The headers h1, h2, etc. Not only do they help separate the different sections of the text, but they make it easier to scan by the user. 

For that reason, you should give them a chance, even if they are not your style.

Whenever possible:

  • Separate textual blocks using headers
  • Use the header levels in order of importance (h1 more important, h6 less)
  • Do not use more than one h1 header per page
  • Include the main keyword in the header h1
  • Includes secondary keywords in subheadings (h2, h3, etc.)

h1 – Benefits of green tea 
h2 – Little known properties of green tea 
h3 – How much green tea thins

Optimize links

The links are an element of weight in what SEO is concerned. 

The search engines give greater relevance to the words that appear within the text of a link. And not only to the page that contains the link, but to the page to which the link points.

This means that if you want to optimize page A for the keyword “green tea benefits”, you can create links to A from other pages on your site, and use a link text that includes that word.

As search engines have an eye on the use of artificial links, you should avoid over-optimization :

  • Do not always use the same link text
  • Include more text in the link, not the keyword to dry

Finally, consider including links to external pages, especially if they offer value to the user. After all, this is how the Web works.

Optimize the images

It is a good idea to accompany the texts with relevant images, as they help to attract attention and make it more enjoyable.

But since search engines have problems interpreting their content, you need to optimize the images :

  • Include the Alt tag to briefly describe the content of your image
  • Avoid generic names for the image file (“foto.jpg”)
  • Include the main keyword where appropriate

Alt Tag – Cup of green tea with teapot

5. Stay listening

The SEO copywriting work does not end when you press the “publish” button. After hanging your content on the web, you have to find out how they are working to act accordingly .

The Google Analytics tool helps you to check:

  • If the text meets the proposed objective
  • If the page receives visits from search engines and how many
  • What words are used to reach the page (less and less)

Once you have collected a minimum of information, you can use it for maintenance and improvement. For example:

  • Add new keywords
  • Update the content to keep it current despite the time
  • Make extensions based on the feedback received
  • Link the page from new articles

The secret to effective SEO writing

So far you have achieved something fundamental: Make it clear to Google that the content of your page fits perfectly with what the user is looking for.

And it’s enough to put you dozens of steps ahead of most pages that flood the network. But if you really want to break into search engines you need something more …

Do you remember that Google uses several factors to place a web page in its results? One of them is relevance , as we have just seen. Another factor is popularity .

Put simply, popularity is the good acceptance of your content on the network. That is, if many recommend it, it is because it must be good; but if nobody does, it’s because maybe it’s not.

It works just like in real life, only in this case the search engine calculates popularity based on social signals it can measure. The links you receive from other sites are the strongest signal, but also mentions in social networks , such as  tweets , I like , or +1 .

This means one thing, and that is if your material is not good enough for people to promote it for you, it does not matter how well optimized you are. As Brian Clark says in his report on SEO copywriting …

You can not optimize something that is dead.

And he is right. The starting point should always be texts that are worth linking and sharing. Only then can you aspire to master Google with the written word.

By which of these techniques do you plan to start?

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Jimmy Ombom

Jimmy Ombom is a webmaster and design mania. Very passionate in online marketing and product development. When he is not writing, you can find him reading everyday changes in marketing.

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