As an SEO copywriter, your goal is not only to write content that is optimized for search engines, but also to make it attractive to readers (persuasive).
How do you create content that meets these targets? How do you create content that ranks on Google and is influential? That's what SEO copywriting will answer. Don't worry if you are just starting to learn copywriting, the following 5 important aspects will be useful for optimizing your website content.
Phase 1, determine the title of the article / web page
The content of your content may be good, but if the title is mediocre, the click-through rate will not be high. Don't waste potentially good SEO writing.
Many bloggers and SEO experts spend 40% to 55% of their time on content marketing, such as creating content, monitoring social media signals and consumer reactions, tracking analytics, etc. However, how much time did you spend creating the title?
In SEO copywriting, the headline must be able to grab people's attention, until they want to click through and read more.
As you learn to be a good copywriter, focus on the things readers will see first, namely the title.
When you are in the top 10 on Google, if your title is clickable and attractive, even if the content is ranked 1 or 4, you will still attract organic visitors to your site. A reliable SEO copywriter usually creates a title before moving on to the content of an article or blog post.
VITAL RECORDS
Titles that convey a specific message or idea are most liked by readers. Did you know that titles using numbers always rank at the top? Therefore, if possible, include a number in the title of the content.
Titles that have numbers are usually also more widely shared on Facebook and Twitter.
There are several ways to write a great title and get lots of shares. Let's try to write some new headlines in two popular industries: small business and fitness.
Examples of attractive and optimized small business titles:
- 7 Small Business Trends That Will Affect Your Sales
- How to Start a Small Business That Customers Will Love
- Small Business Funding: How To Get IDR 300 million In 60 Days
Example of an SEO copywriting article title with a fitness theme that attracts readers:
- 10 Secret Sports For Career Women
- Best Way To Lose 5kg After Childbirth
- Personal Trainer Tips: How To Become A Certified Personal Trainer
VITAL RECORDS
If you want your entire title to be visible in search engine results, don't exceed 72 characters, as it will also increase your click-through.
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Phase 2, content creation and outline
The content itself is an important element in SEO copywriting. The purpose of people typing searches on Google and other search engines is to find useful content. Search engines will also “try” to serve up fresh, relevant SEO content. That is why you must consistently update your site.
Marcus Sheridan managed to grow his pool company website, from under 10,000 to 80,000 visitors per month, within 6 months. He increases traffic organically by creating blog content 2-3 times a week.
When Marcus started targeting long-tailed keywords in his blog posts, his visitors increased dramatically. He said that “within a few hours of writing articles targeting certain keywords, we managed to appear on the first page of Google.”
If you want to write the best content that can rank high on Google, you have to target keyword phrases. Avoid entering keywords or over-optimization. Ideally, include keywords in your title, and make sure those keywords are readable by readers.
The Google Panda 4.1 update is designed to get rid of “thin” content, so that poor quality content cannot rank highly on Google. A good blog post or article must be at least 1000 words. However, word count isn't the only thing, as some specialty articles still struggle to rank above and maintain their position on the first page of Google.
Before you write SEO content, you need to understand the reader. Then, write a story and focus on a specific problem that the reader is currently facing. Solve those problems in your content, because this is another goal of combining SEO and copywriting.
Every piece of content you write needs a compelling introduction. The introduction is the section that appears immediately below the title (and sub-headings, if any). The introduction should contain at least one of your target keyword phrases, especially long-tailed keywords.
Phase 3, create a meta description
One thing in copywriting, before writing content and before publishing it, use meta descriptions to guide search engines. Meta descriptions help search engines and readers understand what the topic is and why your target keywords and phrases appear in the content.
This is how SEO companies make money, just by understanding this. Google uses the meta description on your page as a snippet of information when people search for keywords that are relevant to your content.
It is this snippet of information that will determine whether a reader will click through or not, regardless of how well you rank in search results.
For SEO purposes, the meta description should be 150 – 160 characters long and usually appears on Google under the title.
IMPORTANT QUESTION
How do you write a meta description that grabs people's attention, and has the potential to rank high on Google?
Or at least be on Google's Pageone.
- first rule, keyword and intent Understand the meaning of the keywords you use. Keyword aims to explain the topic of content (either seed keywords or long-tailed keywords).
For example, say you are a social media consultant and you want to attract clients to your business. Then, your main keyword might be “advice from social media experts.”
When potential clients type those keywords into a Google search, what do you think they want to read? What they want is clear, which is advice from a social media expert on how to improve their online business.
Maybe they want more followers on Twitter, more engagement or tips on how to get more leads. Your meta description should be relevant and interesting to them.
- second rule, trick of creating and optimizing meta-description After your article or blog post has been written, the next step is to write a meta description. Swell Path suggests following the following checklists:
Do not exceed 150 characters (including spaces). Bonus – for mobile viewing, do not exceed 113 characters (including spaces). Provide a brief description of the page and include an invitation to entice visitors to click on your site. Include target keywords! Just like title tags, if the keywords in your description are in a user's search query, they will be in bold. Google will show that your page is relevant to the user's search. Make sure your meta description is unique across all pages of your site. Duplicate meta descriptions are often ignored by webmasters but Google will mark them right away.
SIMULATION, CREATING META-DESCRIPTION
Let's try the tips, by writing two meta descriptions that are SEO friendly and relevant to the target audience.
Ask a question
Are you looking for tips from social media experts to increase the number of visitors and your business? First, set a target to be achieved.
Give a clear statement
Many companies fail at social media marketing, they don't know what to do. You need advice from experts who have been successful in their field.
VITAL RECORDS
You don't need to enter the exact same keywords in the meta description, especially when it's not readable by readers. There are many webpages in Google's top 10 ranking without main keywords.
Phase 4, set keyword frequency
Keyword frequency is the number of target keywords that appear on the web page. In SEO, this term is popular with Keyword Density.
For example, if your target keyword is “best Jakarta hotels,” how many times will this keyword phrase appear in an article of 300, 500 or 1000+ words? On the other hand, keyword density is related to the ratio of “best Jakarta hotels,” in other words on the same page.
Keyword frequency and density are no longer as effective as they used to be, before Google started updating frequently. However, this keyword frequency is still an important part of SEO content. Avoid on-page optimization mistakes, such as keyword stacking, over-insertion of keywords, and title tag stacking.
However, keyword density still affects organic rankings. According to Brian Dean, keyword density/frequency is one of the 200 ranking factors, meaning you should keep it in mind as long as you don't overdo it.
Phase 5, getting to know about "links"
Links are the basic building blocks of your web pages. One of the 10 things Google believes in is “there is always more information out there.”
These page links let Google know that you are connected and sociable and that your content is found to be useful and accessible to people elsewhere. The content of these links can be your other content or it can be from other authors or sites.
Linking to other sites and pages indicates that you value the work of others. Google will reward you for living up to their mission: to organize the world's information and provide universal access. A good marketing team will always recommend the right links.
Conclusion
From the above elaboration, we summarize 5 phases of content optimization. The phase starts from (1) determining the title of the article; (2) content creation; (3) creation of meta descriptions; (4) keyword frequency setting; (5) linking (linking).
The five phases above are fundamental steps that must always be carried out and their performance evaluated periodically.