Albert Einstein once said, “Intelligence is not the ability to store information, but to know where to find it.” In a world where most media streams are now online and information exists in chaotic abundance on the internet, it’s important to find and understand ways to navigate an almost unlimited supply of knowledge readily available at our fingertips. Fortunately, there are structures in place to help us categorize this large expanse of data.
Certain algorithms and procedures exist to rank and elevate search results to allow you to reach the most relevant responses in the shortest amount of time. Naturally, the content created has a set of rules and standards that have to be abided by to be considered for this ranking. This is where the concept of SEO comes into play.
The term “SEO” stands for Search Engine Optimization – a process of enhancing a webpage to improve its ranking in search results and promote its visibility. This is a crucial tactic in modern digital marketing and copywriting to ensure that your business or website is receiving the maximum amount of attention from the right target audience. Copywriting is already the strategic crafting of content to meet specific market-centered goals, therefore SEO copywriting presents an even more focused approach.
The ultimate goal of SEO writing is to attract organic traffic from search engines such as Google, Bing, Yahoo, and more through the use of specific phrases or keywords that will put your content higher up on Search Engine Results Pages (SERPS). These will determine the ranking of your content and ultimately how many people will see it.
SEO techniques rely on helping search engines better understand your content and its relevance by targeting specific high-ranking words that could be used in a regular search.
This helps your content find its appropriate audience instantly. For example, if I want to find out the best way to cut an apple, I will probably type in the phrase “how to cut an apple?” in the search bar. Almost immediately the search engine program will pick up the specific words or phrasing used and presents an array of content suited to my request – including website links, recipe links, images, and videos.
SEO copywriting leverages this automated response by search engines to optimize the content they want the world to see through extensive keyword and market trend research.
Search Engine Optimization can be grouped into 4 categories that each plays a vital role. These 4 SEO groups can help optimize your content and allows it to be found easily.
Optimizing your SEO content on-page is the most common and simplest way to reach a larger target audience. This method tries to enhance the existing webpage elements by adding specific keywords to specific layers of the content you produce. This includes:
Alternatively, off-page search engine optimization relies on enhancing your webpage through methods outside of your website. These tactics allow external sources to improve the relevance and trustworthiness of your webpage. This is achieved through the use of:
This form of SEO is invaluable if your brand has a physical location. A business thrives when people know how to find it easily. Local SEO uses your location to pinpoint your brand as the physically closest option available. This is accomplished by including your address and contact details on each webpage, ensuring your business is listed with a Google Business Profile, and maintaining social media profiles and local listings.
The one thing that will stop an internet search in its tracks is a slow connection. Waiting for a webpage to load drastically reduces the number of visits your website will gain.
Technical SEO is used to improve the technical aspect of your website to improve content visibility. This includes the monitoring of crawling, indexing, rendering, and website architecture. Technical SEO ensures that your website performs under strain and can quickly resolve internal issues.
The goal of an SEO-optimized webpage is to find itself ranking high on Search Engine Results Pages – or SERPs. These are the immediate results pages brought up by a search engine. Certain features of results place them at a higher ranking - Google includes a useful list of key elements that determine the type of results that you would find after inquiring.
When creating SEO copy, it’s important to know the intricacies of these pages and what they represent to gain further traction on their rankings. Two primary examples of SERP can be found after prompting a response from a search engine:
This is the ideal outcome for your SEO content. An organic result is generated when all the requirements of search engine optimization have been realized and your content is automatically driven into the top rankings of the search engine results page.
While generating organic SEO content is the primary objective, money still does make the world go around and search engines can promote specific websites and brands that pay them to advertise. Google does rank advertisements accordingly but the highest position in a search result does tend to go to the highest bidder in the end – the first-seen sponsored websites or product placements on a results page.
With paid advertisements, search engines collect a fee for the number of clicks your ad receives and while this may generate more views, paid results do not increase your brand’s actual SEO posture in the same way that organic results do.
So, why is it so important to improve the SEO of your copywriting? It’s simple, the more people engage with your content, the more your brand will grow. The digital environment we’ve created relies on a series of algorithms and automated responses that keep us informed. The job of a copywriter is to target a specific audience using carefully constructed content that balances a conversational tone and adequate SEO tactics.
Finding the distinction between natural flow and strategic keyword placement is what makes copywriting challenging – but is also what makes it more meaningful. This is why it’s integral to understand the concept of SEO and how it can be used to speed run your brand’s success.
Are you uncertain about your brand’s SEO positioning or feel like your website could do with a revamp? TMG Global has a variety of talented writers who understand the complexities of search engine optimization and how to create and enhance the content in an informative, engaging, and strategic way. Reach out to us now for a free copywriting audit and see how we can amplify your brand’s voice today.
