SEO Copywriting: A Beginner’s Guide

One of your main goals as a website or business owner should be to assist your content in ranking in the SERPs. Making ensuring you incorporate SEO copywriting into your website, along with any other content and marketing materials, is a crucial component of this jigsaw.

You must learn how to incorporate SEO keywords into your overall content plan if you are new to SEO copywriting. We’ll go over the fundamentals of SEO copywriting in this piece, demonstrate how it works, and give some best practices to help you get going.

Copywriting Definition

Writing sales-driven text that inspires your audience to take a specific action that generates conversions, income, or both is known as copywriting. Every day, whether you’re perusing a website, opening an email, or scrolling past a Facebook ad, you come across copywriting. You’ll see a call-to-action (CTA) with a clear next step, such as clicking a button, subscribing to a newsletter, or making a purchase, because that is its primary goal in order to boost conversions and sales.

Copywriting can be found in places like:

  • Sales and product pages
  • Ads (both online, in print, audio, and video)
  • Social media posts with a CTA
  • Email newsletters that drive sales or conversions
  • Direct mail materials

Although content writing also plays a big part in the marketing materials we see online and offline, copywriting and content writing are occasionally confused with one another. The objectives of each type of writing, though, differ. Let’s examine the distinctions between content writing and copywriting.

How does content writing differ from copywriting?

The goal of content writing is to educate the reader with high-quality content, as opposed to copywriting, which is more sales-driven. Additionally, rather than pressuring leads to buy now, content authoring aims to warm them up. Writing content has a higher propensity to take time before resulting in a sale or other types of conversion.

This essay serves as an excellent illustration of content writing. The main objective of this post is to inform you about SEO copywriting. This article’s main call to action is to leave a remark rather than to make a purchase. The blog post doesn’t end with a direct sales push. Instead, depending on what you want to do next, you have a few distinct options.

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Briefly stated, content creation aims to add value (initially), which may ultimately result in sales (second). Contrarily, copywriting is always motivated by sales.

Read our article on the differences between writing content vs writing copy for a more thorough explanation.

Describe SEO Copywriting

In order to help your content rank higher on search engines, SEO copywriting targets specific keywords and phrases. Because it is largely focused on sales, SEO copywriting harnesses the power of SEO keyword optimization to produce sales copy that converts well and performs better in search results. Overall, it’s a potent technique for raising the calibre of your sales copy.

Although the writing style and ultimate objectives are different, SEO copywriting and SEO content writing both use the same fundamental SEO tactics. While SEO-optimized copywriting promotes sales, like on a sales page, it also appears in writing for content.

For instance, CTAs in blog posts connect visitors to offers for goods or services. Additionally, your email marketing, long-form sales pages (which frequently educate the reader prior to the sales pitch), social media content, and more may all be areas where your SEO copywriting and content writing overlap.

SEO Copywriting Process

Do you want to know how the SEO copywriting procedure works? Depending on your company, the client, the deliverables, and your goals, it could be subjective. However, there are several fundamental steps in the procedure that should remain the same regardless of the circumstances. Let’s look at those now.

Ideation: Pitch or Assignment?

The ideation process may seem different in each case when it comes to SEO copywriting. Use keyword research tools to generate your own ideas if you’re writing for yourself. It’s possible to pitch your own themes if you’re working for a client. On the other hand, you might receive assignments from the client. Whatever the case, you should ensure that those topics have the appropriate keywords to help boost both rankings and sales while producing SEO copy.

Pre-Writing

Pre-writing entails preparing your thoughts for sales material for drafting. This procedure often entails topic research, outline, and SEO keyword research (including search intent).

Here are a few of the various situations I’ve seen over my career as a copywriter:

  • The author researches the subject and does SEO before pitching the idea and creating an outline.
  • The client suggests the topic and then assigns the writer to conduct SEO research, topic research, and outlining.
  • The client proposes the topic, researches SEO and the subject, and gives the writer a content brief (or outline) that includes the primary and auxiliary keywords they wish to target.

You must conduct extra research on your topic once you have your topic and keywords in mind. To obtain a sense of what is currently ranking in the SERPs, you can look at your competitors’ posts. In order to develop your content, you should also look for and gather sources. Cite all of your sources. Use internal and external SEO links whenever possible. Your SEO rating will also be improved by linking to material on your own website as well as to other websites with high domain authority.

You may develop your title and overview once you have your topic, SEO keywords, and research. Make sure to include your primary SEO keyword in both your post’s title and the opening paragraph, if at all possible. Use an SEO plugin like Yoast to help you disperse the keyword effectively as you write.

You’ll frequently want to target more than one SEO keyword. Along with several associated secondary phrases, you should have one main key phrase. Try to incorporate a few of those auxiliary terms as long-tail keywords in the text, but only in places where they make sense. Avoid cluttering your content with keywords, and strategically insert your chosen phrases when applicable.

Writing

It’s time to begin writing your article right now. You probably have a solid concept of how lengthy you want your content to be if you’re writing for your own website. If you’re unsure, though, consult our article on the ideal word count for SEO.

The tale you convey in your SEO copywriting should inspire your audience to take action. One of the most crucial elements of marketing is storytelling, especially if you want your audience to have a strong emotional connection to your company. Marketing content generally performs best when it is approachable, friendly, and conversational.

Utilize Plugins and Apps to Write More Clearly

The readability score in your Yoast SEO plugin is one way to make sure your text is simple to read. You can use this tool to maintain the readability and clarity of your work. You’ll also get pointers on how to make it even better. Sometimes when I’m having trouble condensing complicated sentences, I’ll run my pieces through Hemingway.

As you write, be sure to use H2 and H3 subheads to divide your information into sections. Making text into bullet lists can also make it easier to read. Your overall SEO ranking can benefit from making your SEO copywriting as readable and digestible as feasible. We have a detailed guide to using heading tags for SEO if you’d want to check it out.

While we’re on the subject of plugins, it’s crucial to point out that each piece of content needs a potent meta description. There is a plugin available inside your WordPress dashboard if you use Yoast. A piece of more detailed advice on how to create the ideal meta description is available here.

Keep the CTA in Mind

It’s time to include a CTA once you’ve written your content, divided it up into logical sections that flow effectively, and added your internal and external links. What is the next step your reader has to take? What are you hoping they will do? Here are a few options:

  • Subscribe to your newsletter
  • Register for a no-cost download (lead magnet)
  • Sign up for a course
  • Purchase something
  • Employ you for a job
  • Go to a similar post by clicking through
  • Request a consultation now
  • Purchase event tickets (online or in-person)

Publication and Revision

After you’ve written your material, go over it again to fix any lingering problems (such as grammar or rambling sentences). Additionally, you should be sure to reduce image sizes (Page speed does affect SEO). Then, if appropriate, send it to your client. You might receive editorial feedback from them, at which point you’ll need to make any necessary final revisions and resubmit.

It’s finally time to publish. That could entail putting up a sales page on your website or publishing using a content management system (CMS) like WordPress. Upload a featured image and any additional pertinent images, and don’t forget to include them in your material. After that, publish or schedule your post.

4 Approaches, Techniques, and Best Practices for SEO Copywriting

Let’s get right into a few best practices now that you are familiar with the fundamentals of SEO copywriting.

  1. Think about search intent. Why are readers interested in the particular subjects you intend to write about? You may perform better keyword research and write better SEO copy by using tools like SEMRush, which can assist you in analyzing search intent.
  2. The Inverted Pyramid is a useful writing structure. When writing on breaking news, journalists often utilize a form called the Inverted Pyramid. In order to provide readers with a brief summary of the topic ahead, it places the story’s major theme in the opening paragraph (or sometimes the first sentence). This writing style transfers exceptionally well to some types of marketing copywriting, such as blogging and social media copy. I’ve used the Inverted Pyramid a lot in my marketing profession as a writer with training in journalism and experience.
  3. Maintain your brand identity. Your brand voice should be reflected in your SEO copywriting. Your readers will feel fragmented, and your SEO and conversion rates will suffer if the tone of your sales copy deviates too much from the rest of your text.
  4. For different audiences, alter your language and tone. Keep an eye on who you’re writing for at all times if you’re writing for various businesses and audiences. To keep consistency for them, you’ll need to be able to switch from one client to the next.

Conclusion

If you want your content to rank highly on search engine results pages, it is essential to understand the fundamentals of SEO copywriting (SERPs). When consumers use search engines to look for the subjects you write about, your material plays a significant role. You wish your material to be simple to find as a result.

Do you use SEO copywriting for your company’s website? D’Marketing Agency is always available if you need assistance. If you’re interested in our Copywriting and SEO services, contact us to get in touch with our SEO agency.

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