7 ways an SEO website copywriter can improve your online success
Developing a website is a significant investment for business owners, so how do you get the right mix of words that appeal to both the search engines and the humans reading it? The answer - engaging a website copywriter who is trained in SEO.
For many, SEO can seem a little overwhelming and something to tackle down the track. The reality is that without the right approach, you will miss out on the power of organic traffic. And chances are if you’re not harnessing it, your competitors are.
Considering SEO is always a good idea, whether you’re developing a new website or refreshing your existing site.
Here’s why an SEO website copywriter is worth the investment.
From demystifying Google’s algorithms to writing words your customers love, a good SEO copywriter has the perfect mix of technical skill and creativity to please both artificial intelligence and humans alike. Forget stilted copy where the keywords stick out like a sore thumb, and expect human-centric, engaging copy in your brand voice.
Still not convinced. Here are 7 reasons why an SEO website copywriter is a secret to your online success.
1. Uses keywords your ideal clients are searching for
What we think consumers are searching for and what they are searching for aren’t always the same. When copywriting for websites, keyword research tools allow the copywriter to pinpoint exact search terms and provide helpful information such as search volume and competition for that keyword. These factors, alongside the type of information a user expects to read about when searching for this term (search intent), are utilised to select the best possible keyword for a page.
A targeted and systematic approach allows you to increase organic traffic based on keywords your ideal client is searching for. An SEO website copywriter then takes the keyword terms and strategically places them throughout the text in a natural way that appeals to the reader and indicates to Google what the content is about.
2. Writes content that matches the search intent
Have you searched for a piece of information only to be shown search engine results that don’t really answer the question? This is search intent. For example, if a customer is searching for coffee shops in Geelong CBD, and a website for a business located in Torquay uses this term and appears in the search results. This business doesn’t meet the customer’s requirements as they don’t want to travel to Torquay
Whilst the coffee shop in Torquay may want to attract visitors from Geelong, using a keyword that doesn’t really match the search intent isn’t the best way to do this. The desire to include as many broad keywords as possible is tempting, but keyword intent is one factor Google considers when ranking your website.
A professional website copywriter will utilise relevant keywords within the copy that targets both your goals as a business as well as those of the people visiting your website.
3. Utilises your brand voice to write content your ideal clients will love
SEO content isn’t just about pleasing Google. It’s about pleasing customers too. The best web copywriting embraces your brand voice and style to deliver your message in a way that is true to your business. It helps build consistency across your website and social media and recognises that organic traffic is just one way a website gains visits.
SEO and your brand’s personality are not mutually exclusive when done well, and an SEO website copywriter can embrace both requirements.
4. Understands formatting
In addition to keywords within the text on your website, there are other ways to indicate to Google what your content is about. A website content copywriter should also write your meta description, title tags, and headings.
This visual formatting and back of website copy is crawled by Google and is used to help it display the snippet in search results. They are also powerful places to place your target keyword to ensure that when Google crawls your website (an automated scan and index of the pages so they can appear in the search engine), it can accurately understand, classify and rank your content.
Artificial intelligence aside, formatting also involves using the right sized fonts, spacing paragraphs, so they’re easy to read and including images to break up the text. An SEO website copywriter will format their text to its easy to consume, which helps keep readers on the page longer.
5. Considers your target audience and SEO when writing
Attention spans are short, and clunky copy, filled with jargon, is a quick way to have consumers exiting your website. SEO web copywriting considers the human experience and ensures that the words are easy to read and digest, with the right sprinkle of keywords and indicators for Google also to be happy. Alongside a strong marketing strategy, compelling web copy that speaks to your ideal client and helps lead them on the buying journey is essential.
6. Keeps your content fresh
Google likes fresh content. Whether it’s new content or revisiting and revising what already exists, a freelance copywriter is an excellent way of keeping on top of this without the expense of a permanent staff member.
Freelance copywriters bring a wealth of knowledge and varied experience to your project and can help keep your website fresh and ranking well. If you want to increase organic traffic, simply revisiting existing copy can often be enough to indicate to Google that you’ve got great content.
Leave your content for too long, and you’ll see your rankings drop, and competitors who keep their content fresh overtake you.
7. Undertakes research to keep ahead of the competition
A good SEO website copywriter looks at the competition and analyses what they are doing when creating your content. This helps them keep abreast of trends, find opportunities in the market, and address them.
This information can then be used to include specific keywords, help guide your content or even develop ideas for a blog post. Website copywriting is dynamic and ever-changing, so keeping up to date is essential.
Frequently Asked Questions
What is a website copywriter?
There are many types of copywriting services available to businesses. An SEO website copywriter is specifically trained in writing with SEO in mind. They can combine their ability to write engaging copy with their technical SEO knowledge to help your website appear higher in search engines.
How much SEO should a web copywriter know?
Website copywriters have varying levels of SEO knowledge. Some copywriters will undertake keyword and competitor research and then utilise these keywords to write your website. Others require the keywords in advance and then use these keywords within the copy.
Both copywriters are equally skilled and can produce excellent results.
Why is on-page SEO important for a website?
On page, SEO refers to things like title tags, meta descriptions, quality of the content and the depth of the content. These indicators clearly show Google what your website is about, that you have high-quality content that matches the user intent and that your website should be ranked highly.
In contrast, off-page SEO relates to activities such as other websites linking to your website, including guest posts from other businesses on your blog, posting in forums and listing your website on local directories.
Whilst both types of SEO are essential, on-page SEO is the building block of a website. It establishes its relevancy, quality and usability. On-page SEO is critical to having a successful website and should be considered a priority before undertaking any off-page SEO activities.
Looking for an SEO Copywriter?
Want to learn more about how Harvest’s copywriting services? To book a discovery call with Amy, click the link: www.carlonandco.com/contact