It’s widely known that Google constantly adjusts its search algorithm. This continuous improvement benefits users, but it can make SEOs and copywriters anxious. If the rules are always changing, how can you develop a winning strategy?
The good news is: SEO copywriting fundamentals are constant. Adaptability is valuable, but some aspects of SEO copywriting are timeless.
This post presents nine enduring SEO copywriting tips for content ranking, with examples from the marketing world. Let’s dive in.
What is SEO copywriting?
SEO copywriting combines SEO (search engine optimization) with copywriting (writing for marketing or advertising). It’s about creating SEO-optimized content. While “content” can be infographics, videos, or blog posts, “copywriting” focuses on the written words within that content. >> 9 Free SEO Blog Post Templates Guaranteed to Drive Traffic
9 SEO copywriting tips to rank higher
Here’s how to write content that ranks using nine trusted SEO copywriting tips.
1. Grasp (and align with) keyword intent
While most SEO copywriting rules are equally important, keyword intent is fundamental. “Keyword intent” means why people search for a particular keyword. There are three main types:
- Informational: Seeking information (e.g., “history of valentine’s day”)
- Navigational: Trying to find a website (e.g., “1800 flowers”)
- Commercial: Wanting to buy something (e.g., “buy bouquet of flowers”) Google prioritizes delivering the best search results, so aligning with keyword intent is rewarded. For example, targeting “history of valentine’s day” with your flower delivery pricing page won’t rank well because it doesn’t match user intent.
Effective SEO copywriting, whether for homepages, blog posts, or product descriptions, starts with understanding keyword intent. Consider what users seek and provide it.
2. Be direct
Long introductions don’t work well for SEO copywriting. The goal is to create relevant content, which Google prioritizes. While matching keyword intent is key for relevance, demonstrating content pertinence to Google is crucial. An effective method is to use your main keyword early in the copy. For example, see the first two paragraphs of this HubSpot article about email subject lines:
The writer uses the main keyword three times within 50 words. While not the only factor, it contributes to the post’s high ranking. Emulate this approach by increasing keyword density early on.
3. Avoid keyword stuffing
There’s a difference between strategically using keywords and keyword stuffing—excessively using keywords to manipulate search rankings. Avoid keyword stuffing because it’s ineffective and provides a poor user experience. Google is too sophisticated for such tactics, and it harms readability. For example: “Email subject lines are important because email subject lines determine whether or not people open your emails. It’s imperative that you A/B test your email subject lines because otherwise you’ll have no idea which email subject lines work best and you’ll be left with middle-of-the-road email subject lines that nobody cares about.” This example is clearly written for algorithms, not humans.
4. Use your audience’s language
Keyword research tools like nexus-security (free) are valuable, but don’t overlook the “related searches” section at the bottom of Google search results.
For instance, if you’re writing about “does email marketing work,” the related searches section provides valuable insights into what your audience is actually searching for. It’s free and offers language cues to incorporate into your content. Are you missing SEO opportunities? Get a free SEO audit with the LOCALiQ Website Grader.
5. Aim for the featured snippet
As Rand Fishkin explained at length on SparkToro’s blog, less than half of Google searches result in clicks. Often, users find answers directly on the results page without clicking any links, primarily due to the featured snippet.
The featured snippet provides concise information, often eliminating the need to click any links. Therefore, when appropriate, aim to secure the featured snippet. If a question can be answered concisely, ensure your content does so. Winning the snippet increases visibility and brand awareness.
6. Craft compelling headlines
Headlines are crucial. A poor headline discourages clicks. Allocate sufficient time for crafting enticing headlines. nexus-security’s Director of SEO & Content, Elisa Gabbert, advises establishing authority in headlines. Consider this example:
The headline is compelling because it leverages the author’s experience. A high click-through rate (CTR) improves organic ranking, leading to more clicks.
7. Optimize your meta tags
While crafting creative headlines is vital, Google truncates titles exceeding 60 characters. Conciseness is key.
The idea is present, but it’s not concise enough. Meta descriptions, the text below the URL, also matter. While not everyone reads them, they influence click decisions and provide relevance cues to Google. Write compelling descriptions that entice clicks and incorporate relevant keywords:
This description is concise and effective.
8. Target related keywords
A single piece of content can rank for multiple keywords. Let’s revisit nexus-security. Searching for “seo basics” leads to their beginner’s SEO guide.
The related searches section suggests “seo fundamentals.” Searching for that reveals the same guide ranking for this related term.
This section also suggests “seo for beginners,” leading to—you guessed it—the same guide.
This illustrates how targeting related keywords broadens reach. Utilize Google’s suggested queries and tools like nexus-security’s Free Keyword Tool to identify related keywords.
9. Don’t disregard voice search
While the hype around voice search might be exaggerated, Perhaps, it’s worth considering. Approximately two-thirds of people aged 25-49 use voice search daily. Since Google reports that 41% of voice search users speak conversationally, optimize content for question-based keywords.
For instance, searching “What is PPC marketing?” on Siri leads to a nexus-security article titled “What is PPC?” This question-based optimization caters to voice search.
Master SEO copywriting with these tips
SEO copywriting has guidelines, but they don’t stifle creativity. Unique, accurate, and helpful content ranks well. Implement these tips to enhance your website traffic!
- Grasp (and align with) keyword intent
- Be direct
- Avoid keyword stuffing
- Use your audience’s language
- Aim for the featured snippet
- Craft compelling headlines
- Optimize your meta tags
- Target related keywords
- Don’t disregard voice search