What is SEO copywriting? Anyone can boot up a word document and ramble for several paragraphs about any given topic, so what makes SEO copywriters so essential to content marketing?
SEO or Search Engine Optimisation copywriting is concerned with constructing copy that ranks well in search engines, such as Google, and gets your business higher in the SERPs (search engine results pages).
The holy grail is of course getting your page to rank in the top spot. But effective SEO is about the sum of the parts, as in looking at the website experience as a whole, and not just looking at how many keywords you can stuff in a page.
Search algorithms are a lot more sophisticated than they used to be. How your website is structured for your audience to find the content easily, and how helpful it actually is, are just as important, if not more so, than the number of times your search query appears in the copy.
An experienced SEO copywriter will understand this fine balance between writing for search engines and writing for your customers. They will understand how to work with website user experience teams to identify where the content will sit and the other surrounding content pieces to avoid content canabalisation (where two pieces of content compete for the same search term).
They will also have an understanding of technical and on page factors that help pages rank well and incorporate these sympathetically into the content considering wider content and website aims – again not writing primarily for machines, the audience must come first!
The benefit of using an SEO copywriting service is of course, done well, it increases awareness of the products and services you have to offer. The more eyes on your business the higher the chances of conversion to leads or sales. Well written content will also improve how people see your company.
At Think our SEO copywriters understand that writing for search should not be a robotic output designed to fool search bots. In this day and age, AI copy has a role to play in streamlining content production, but the human element in crafting a piece of content that is on brand, meets the needs of the audience and sits well with other site content is an art, not a science.