SEO Copywriting: the rules of the trade

We can define SEO Copywriting as the art of writing for the web and therefore not only for users but also for search engines. Key skill of the SEO Copywriter is to intercept the needs of users by responding to them in the best way, thus satisfying the queries that are typed in the search engine. Easy? Not so much.

The web marketing professional involved in SEO Copywriting is the SEO Copywriter , a copywriter who in addition to knowing the main techniques of persuasive writing has SEO skills and search engine positioning. His main ability is in fact writing texts not only appealing and pleasing, but also able to position themselves on the front page on Google and other search engines for certain keywords.

In this article we want to provide you with ideas, tools and tools to become SEO Copywriters and write texts that are really effective on the web. We are, in fact, convinced that writing in SEO is of fundamental importance because the contents represent 50-60% of what it takes to be on the front page of Google and other search engines. It is not enough to be good at writing, you have to do it in a way that respects the rules of SEO without being cumbersome.

SEO writing techniques: on-site optimization of content

Writing from an SEO perspective means knowing the basics of on-site text optimization, which covers elements such as title tags, meta description, header tags, URLs and the actual text.

The Tag Title is the first element to be optimized. A frequent mistake is to enter the name of the brand in the first place, leaving the final part of the title to the main keyword. Of course, the name of the company is good on every page, but my advice is to focus on the keyword for which that content should be placed on search engines.

Speaking of Meta Description , however, this no longer has any impact on the ranking but this does not mean that it should not be enhanced by adding information content and a call-to-action that leads the user to visit the website.

Then we continue the on-site optimization of the page by adding the so-called Header Tags, ranging from H1 to H2 to H3 and so on. It is indeed a good idea to segment the long texts into paragraphs and subparagraphs titled with one of the following tags, assigning a title to each of them.

Not just tags: the Keyword Rich URL

Even the URL when you create must be rich keywords as Google gives great importance to this aspect. The URL can be used to give visibility to a page for a generic and high competition keyword, which can coincide with the primary one previously identified. My advice is therefore to insert a middle tail keyword in the title tag, long tail in paragraphs and header tags while leaving the primary keyword in the URL.

Structure of the text and paragraphs

Even SEO Copywriting has evolved over the years and today writing too much optimized text is risky and penalizing as well as annoying the user. That's why, once the fields indicated above have been enhanced, SEO work is done correctly and you can concentrate on a creative writing that thrills and involves the user. However, it is essential to respond in the text to the promise made in the title tag and in the meta description to avoid high bounce rate.

Google has made and is making great strides in enhancing the quality of user satisfaction with the development of algorithmic qualitative updates that place in SERP pages that respond to the queries sought, to understand exactly what a particular user was looking for.

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