Description: To drive relevant traffic to your website, mastering the art of SEO copywriting is essential. Read on to learn how to write quality content for your website.
When it comes to SEO copywriting, the words written on your website carry a lot more weight than you might think. With search engines getting smarter and smarter, it’s no longer enough to add just any content to a page. To effectively drive good, relevant traffic to your website, there are some simple–yet critical–things you should keep in mind. Here’s a quick breakdown of some SEO copywriting best practices to help you understand how to write quality content for your website.
Put yourself in the shoes of a user. When you search for something online, what are you expecting the Search Engine Results Page (SERP) to show you? If you’re like most people, you get frustrated when your search brings you to a website that has little to do with what you were looking for.
If a user doesn’t see what they expected to see, more often than not, they’ll immediately leave the page, which will affect your on-page quality score. When this happens, you can expect to lose page and keyword rankings. Quality content doesn’t just lead to better rankings overall, it leads to relevant search traffic and, consequently, higher conversion rates from old and new users alike.
If your SEO copywriting is performed with your audience in mind, you’ll attract quality users (i.e., users with intention). You want to leave a consistent trail for users. Start with relevant keywords that are specific to your website. Next, create titles and descriptions that clearly and concisely communicate to users what kind of content they can expect the moment they click on your link. But don’t stop there. It’s important to make sure you follow through on your promise and deliver on-page content that fulfils the expectations you set.
Now that you have users making their way to your website, what will they gain by taking the time to read your content over someone else’s? The content on your website needs to be undeniably valuable. In other words, your content needs to be more than just topically relevant, it needs to be beneficial and informative. Moreover, your information should be accurate, errorless, and void of spammy-looking ads. Implementing clean and professional content reassures users that your website is a credible source of quality information. Not only does Google appreciate and reward you for this kind of SEO copywriting, users will too. This trust will help you establish a mutually-beneficial relationship between your website and loyal, returning users.
Engage Your Audience
While professional and accurate content is extremely important for effective SEO copywriting, the way you interact with users is just as important. Your writing should be personable. You want to be professional yet approachable. Think of medical professionals: they’re experts in their field, but when it comes to delivering important medical information with their patients, they must effectively communicate a watered-down, yet accurate and easy-to-understand, version of a health assessment. Ordinary and cordial interaction with patients builds rapport and lasting trust.
Similarly, your content should be natural and conversational in tone, mirroring how you think your ideal audience would converse in real life. For example, if you sold skateboards online, chances are your audience wouldn’t care to read something stiff and scholastic. Remember what your high-school speech teacher taught you: know your audience and tailor your writing (and performance) to them. It’s difficult to stay engaged when it’s difficult to relate.
Aim for Readability
In the same vein as user engagement, the readability of your on-page copy is very important. If your content is easy to read, users are more likely to take the time to read it. Additionally, Google will have an easier time scanning your website for information. Content that’s easy to read is more accurately understood and therefore more useful. As a result, it has a greater chance of ranking well in Google’s SERP.
Here are some strategies that can help improve readability:
- Use headers – If you think about it, headers are how most people scour the internet in search of relevant information. Nobody wants to waste time reading through wordy blocks of content. By using headers, your information is big, bold, and emphasized for convenience.
- Enlist some lists – Like headers, lists are great for drawing attention to useful information quickly. Lists are simple, easy-to-read, and help define some sort of scale.
- Don’t be too flashy – While an extensive vocabulary isn’t a bad thing, there’s a time and place for it. Although there are exceptions, SEO copywriting should be simple and void of words or language that you’d otherwise use to impress your in-laws.
- Get to the point – You don’t want to leave out important details, and you want to remain personable, but too much useless information is a bad thing. Don’t overwhelm your readers (or Google) and keep your content clear and to the point.
In short, your audience is your number one priority. Now that you know how to write quality content for your website, all that’s left is to get out there and do it. It might not be easy to write, but quality SEO copywriting, especially coupled with core website optimizations, is absolutely essential as it positively attracts Google’s attention and consequently steers users in your direction.
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