What is SEO copywriting? In a nutshell, it’s about creating SEO-optimized content that ranks well in search engine results pages and answers users’ questions.
In this guide, we’ll go over the basics and give 10 tips that will help you become a top-notch copywriter.
Writers typically create a variety of content deliverables based on client needs, including:
- Blog posts
- Announcement texts
- Website content
Importance of SEO in copywriting
SEO writing is the process of using keyword research and SEO strategies to create web content for users.
Search engine crawlers prioritize content that is useful to users, and that’s where copywriting comes in.
Does a copywriter should have SEO knowledge?
While copywriters don’t need to have in-depth knowledge of technical SEO, they do need to know SEO best practices.
From keyword research to crafting curated and optimized content, a copywriter’s work can have a huge impact on a page’s performance.
If you don’t have the time to write your own content or don’t have enough experience in this area, it makes sense to hire a professional copywriter with solid knowledge of SEO and content strategy.
Here are three good reasons to invest in SEO copywriting for your business:
- Attract qualified traffic based on the keywords targeted by your content.
- Build trust by providing answers to the questions your audience is asking.
- Persuade readers to take action. It could be let them download your app, subscribe to your channel or make a purchase, etc.)
Steps to successful SEO copywriting
Great content isn’t just about what you see. We will cover all the points, from the choice of keywords to the identification of the search intention, through the creation of the text.
1. Find the right keywords
The first step for any writer is to identify keywords before writing.
Targeting the right keywords while keeping search intent in mind is a great start to any copywriting job.
Keyword Magic Tool can help you find accessible keywords in your industry:
- Start by entering a primary search term, or “root” keyword
- Apply filters to organize results based on search volume, keyword difficulty, or other metrics
- Check the intent of the keywords you’ve chosen (more on that later) to see if they match your goals
2. Find the questions people are asking
The main idea of a search engine is to find information as easy as possible. This is why Google continues to develop SERP Features; users don’t even have to click on a page to get results.
Predicting your users’ questions is a great way to organize your content.
However, it’s also a great way to target SERP features, like the Other Questions Asked (AAP) section.
There are several SEO tools that can help you find questions related to your topic and your keywords:
You can also use our Topic Research tool, which provides titles, related questions, and more based on the keywords.
Once you’ve identified the most popular topics, develop content that provides more value than your competitors’ pages.
Do you need to add all results to your page? Not at all, just those relevant to the business.
For example, not all car dealerships offer repairs. So a car dealership without this type of service doesn’t have to create auto repair-oriented content.
3. Identify and map search intent
User content and intent should vary depending on where the user is in their customer journey. So your keywords should also vary for different intents.
“Keyword intent” simply means categorizing why a user is entering a particular search term.
One of the benefits of tools is that it has automated this step for you. You can visualize keyword intent in the following Semrush tools:
- Domain overview
- Organic search
- Position tracking
- Overview of keywords
- Keyword Opportunities
- Keyword Magic Tool
- Keyword Manager
But first, let’s take a look at the four types of search intent:
- Informational: Users want to find more information about a specific topic, product, or industry. Example: “the best coffee machines”.
- Navigational: Users intend to visit a specific site or page. Example: “types of espresso machines”.
- Commercial: Users are considering a purchase and want to explore their options. Example: “Comparing coffee machines”.
- Transactional: Users wish to purchase a product or service. Example: “buy a new coffee machine”.
Say your business sells tomato plants and tomato plant accessories. You want customers to come to your site with the commercial intent of comparing and eventually buying.
Then do an extensive search for “plant” in Keyword Magic Tool. You will find a lot of information including search intent and difficulty.
Using the business intent filter, there would be the top three keywords searched by users.
Armed with this information, you should target these keywords to match the user’s business search intent.