One of the biggest challenges as an SEO copywriter is producing content that is optimised for search engines while also appealing to the desired audience. With the Google algorithm constantly evolving, it is crucial that you stay up-to-date with the best SEO copywriting practices that will help you to rank higher in 2022.
Start with your title
Research shows that while 80% of people will read your blog title, only 20% will click to view the rest of the article. Therefore, having a catchy blog title that interests the reader is essential. There are several ways to achieve this, but keeping it as short as possible and using adjectives will help to encourage searchers to click on it. You can also make it more relevant by including the year to show readers that the information is current.
The blog title is also essential for SEO: it is important for the keyword to appear in the title and preferably at the start. For example, the keyword of this blog is ‘SEO Copywriting’ and it appears in this exact form, right at the start of the title.
Authority and relevance are essential
Google displays web pages in the SERP based on the “authority and relevance of the page to enhance the user experience”. This relevancy is determined by several factors, including how often and where keywords are utilised within the content.
SEO copywriting is about creating useful, engaging and highly valuable content that targets keywords to evoke a desired response from the user reading. Sharing the content on social media is one such response, and will improve the web pages authority and relevance for Google.
Your keyword should appear in the title, introductory paragraph, meta description and one of the subheadings as a minimum. It is important to include your keyword so that Google knows what topic you are writing about and wanting to rank for, but you must avoid keyword stuffing as this can be significantly detrimental to your SEO.
Keyword stuffing refers to the overuse of a keyword in the hopes of ranking higher. However, Google’s algorithm will detect this and will deem the web page as irrelevant. Experts recommend a keyword density of 2%, which means the target keyword should appear 1 to 2 times per 100 words.
External outbound links
A common SEO practice is internal linking, which involves linking from one page to another on the same website. External outbound links refer to links that direct people away from your website and to another. This can be fantastic for your SEO, as it shows Google that the content you have written is well sourced and therefore trustworthy.
Providing backlinks to high authority pages will improve the search engine’s trust in your website and increase your relevance in turn. By associating yourself with these reputable pages, you are increasing your own reputation.
Optimise URLs for SEO
URLs are important for providing information to search engine’s about the content of the page, as well as its context and target. Your URL must be readable by everyone, and if possible should contain your desired keyword. For example:
Do not use capital letters and aim for the URL to be as short as possible – as this makes it easier for the searcher to read and process. Google will use the URL when determining if a particular page is relevant to search query. The more simple and relevant a URL is to the keyword, the more likely the web page is to rank higher on the SERP.
Unique meta descriptions
The meta description is a small blurb that appears underneath your website on the SERP and includes information about that page. Google deems meta descriptions as good practice “in case Google cannot find a good selection of text to use in the snippet. A strong description can help you to stand out too, which can boost the organic click-through-rate. Plugins such as YoastSEO make meta descriptions easy to add, with the ideal length being between 150-160 characters.
To really ensure your content is SEO-friendly, it must be both unique and valuable to the reader. With millions of blog posts being released every day, it is essential that yours stands out against others and offers the readers something that is not accessible elsewhere.
This can be achieved by adding details such as images, screenshots, and step-by-step guides that makes it as easy as possible for someone to follow. Likewise, strong copywriting will make the content more engaging, and the latest updates on a certain topic will make it highly relevant.
topclick has an excellent team and more than 20 years of experience, where we have gained priceless knowledge that will help us to deliver an expertly tailored SEO service for your specific business niche. As part of our service, we will give you regular updates, access to granular SEO reporting metrics; as well as a dedicated account manager to help you achieve the results you need. Contact us today for more information.