Have you tried patting your head and rubbing your stomach at the same time? It’s harder than it sounds.
Writing engaging SEO copy can feel the same way. It combines two separate tasks — writing creatively and writing for search. These two tasks feel doable alone, but when combined, you can find yourself scratching (or patting) your head in frustration.
The good news is that search engines are on our side. They want to rank content that is interesting and helpful to their users.
This means that writing high-quality, reader-friendly copy should be a fundamental part of your SEO strategy. It can decrease your bounce rate, increase your links, and indicate to Google that your content is the best.
So, how do you write this kind of copy? It’s not as hard as you think. Here are seven easy SEO copywriting tips for your team:
- Write for Your Readers
- Narrow Down Your Topics To Improve Readability
- Entertain Your Readers
- Earn Your Readers’ Trust
- Write With a Purpose
- Edit What You Write
- Make Your Copy Easy To Read
- SEO Copywriting Can Be Easy
1. Write for Your Readers
Seems obvious, doesn’t it?
But most of us aren’t writing for our readers; we’re writing for who we think our readers are. We’re giving them content that we think they want. It’s an easy trap to fall into, but luckily, the fix is easy, too.
The first step is to find out who’s in your audience. Pull data from Google Analytics, ask your clients for buyer personas or explore the comments left on your articles. It’s a lot easier to write for your audience if you know who they are.
2. Narrow Down Your Topics To Improve Readability
Be specific. Avoid broad, sweeping content that appeals to the masses, and give your audience something custom. It’s a boutique experience they’ll only get from you, and it’ll keep them coming back for more.
Consider what types of terms or questions your target audience is searching for online. This process is called keyword research, and it can help you improve your rankings while making it easier for your customers to find your website over time.
Use the topics and keywords you uncover through your research to create content your readers will find valuable.
3. Entertain Your Readers
We’re all looking to have a little fun. If you can infuse your copy with a dash of humor or intrigue, readers will likely stick around.
If you can’t do that, try to make your copy relatable or, at the very least, not boring.
After all, nothing makes readers bounce faster than dull, droning copy.
How do you avoid it? A heady mix of personality and savvy syntax strategy:
- Try alliteration (like I just did) or strategic rhyming and repetition.
- Mix up your sentence lengths to create rhythm. It works!
- Speak in the present voice because it carries more energy.
- Try ditching your formal tone for an informed but casual one. We’re more engaged if we feel like we’re chatting with a friend.
- Style guide permitting, let your personality show through. Tell mini-stories, have an opinion or share a tasteful joke or two.
- Use sensory writing; it helps the reader feel like they’re right there with you. It’s okay to get creative with phrases like “cold as stone” or “a sunset red glow” to add flair. Look to your favorite authors for examples.
- Don’t forget to use the AIDA model (Attention, Interest, Desire, Action) to pull in readers. For example, you can try a surprising question or an enlightening fact as your introductory sentence. (See tummy-rubbing, head-patting example above.)
Most importantly, don’t let your own lack of energy show up in your copy. It’s the writing equivalent of “don’t let ‘em see you sweat.” If your readers can tell that you’re getting bored, they will, too.
4. Earn Your Readers’ Trust
What comes to mind when you think of instilling trust? Do you think of testimonials? Certification symbols? What about using the right “your”? What about creating content about subjects that you know better than the back of your hand?
Did the last one seem like a curveball? It shouldn’t. Writing content on topics you’re unfamiliar with can make you seem like you’re not an authority in your space.
Why is this bad? Readers who don’t trust you won’t link to you or share your content. In fact, they probably won’t even finish reading it.
Write about topics you know — it’s easier for readers to trust you this way. If you have to write about something unfamiliar, research the topic thoroughly and then get to work! Sometimes, an informed outside opinion is exactly what a topic needs.
5. Write With a Purpose
Hint: fulfilling a word count doesn’t count as a purpose. Neither does targeting a keyword.
There’s a popular rhetoric textbook called “Everything’s an Argument,” and all you need to know is right there on the cover. Your writing has to stand for something, and that something is your purpose. Having one from the get-go will make everything — from crafting calls to action to targeting long tail keywords — a lot easier.
If you don’t know your purpose, try framing it as intent instead. It may help to think of the three types of search intent (navigational, informational, and transactional queries). For example, maybe you intend to inform your readers of the value of quality copywriting.
Once you figure out your purpose (or intent), every single word, sentence and call to action should point toward that goal. If words are your budget, your purpose is the all-important bottom line.
If you’re having trouble targeting your purpose, try the inverted pyramid model that journalists use. The most important info goes first in your copy, then you expand into details and supporting information. This forces you to confront what you’re really writing about right off the bat.
6. Edit What You Write
Typos happen even to the best writers. Before you post, take some time to edit what you’ve written. Here are a few tips to help you catch errors with ease:
- Read your post out loud: It might sound strange, but try reading your content out loud before you post it. This can help you catch awkward phrasing and might just help you infuse a bit more personality into the piece.
- Use a spell-checker: You don’t have to be a spelling whiz. Let a computer do the hard work for you. If you’re working in Microsoft Word or Google Docs, run spell check before you add the content to your blog. If you’re working online, download the Grammarly web extension and let it check your spelling as you work.
- Ask a friend or coworker for feedback: It’s always a good idea to get another set of eyes on your content. Ask a friend or coworker to read your post and tell you what they think. They might identify unclear sentences or have questions that could add value to your post.
You don’t have to make it perfect. Just make sure you’re creating content that you’re proud of.
7. Make Your Copy Easy To Read
Our attention spans have gone the way of Blockbuster and floppy disks. In other words, they’re all but gone. So to keep readers reading, your copy has to be scannable and digestible.
How do you do that? Make your paragraphs no more than five to seven sentences (or less if your sentences are extra lengthy). Use bolding and headers to separate ideas, and break things down into bulleted lists when possible.
Doing this can also be helpful for search. If you don’t believe me, check out how many quick answers are pulled from charts and lists.
Last but not least, use imagery to break up your post. Especially in the age of Instagram, it’s essential.
SEO Copywriting Can Be Easy
Writing reader-friendly copy that helps you rank doesn’t have to be hard. In fact, I’m betting you can conquer it before the tummy-rubbing trick. Just try these tips for yourself and see how your rankings improve.
Still worried about creating content that converts? You don’t have to do it alone. Get in touch with us to learn more about our content creation services.
