Guide to Writing Search Engine Friendly Content
A good SEO content strategy is an essential part of every Internet marketing campaign, so if a client is unwilling or reluctant to make changes to their existing content, then we offer to develop what we call information pages; SEO website content writing designed to support the keyword terms the client is targeting.At 1st on the List we continually get clients who are in serious need of not just more content, but also good search engine friendly content on their website. Yet, many are hesitant to make the necessary changes to their existing site page text.
SEO Content Writing Tips & Advice
[tooltip tip=”Search Engine Optimization”]SEO[/tooltip] content pages can be written in the same voice or tone as the main site pages, but include optimized text copy that supports the target keyword phrases while helping to describe the main products or services to website visitors.In SEO content writing you will need to naturally integrate proper “key” words (keywords) so that the supporting text will increase search engine rankings and make the website more visible to online searchers.
In addition to naturally representing your targeted keyword phrases on your website, SEO content writing also:
- Provides Information that help visitors make purchasing decisions
- Includes strong “calls to action” or “closing” action statements
- Generally acts as “higher converting” web pages on your site
Developing a good SEO content strategy is essential to both new and existing websites because they provide pages that can achieve high rankings, increase conversions and significantly raise your return on investment.
SEO Content Strategy
Optimized website pages can increase the quality and number of leads both online and offline. Here are three SEO content writing tips that do justice to your products and services, help your content look professional and organized, and send the right messages to the Search Engines.
1. Crafting Optimized Titles, Headings & Sub-Headings
For search engines and searchers alike, a catchy title or page heading that summarizes the page content can be attention grabbing, creating more interest for the information the page has to offer.
For visitors, optimized page titles may cause intrigue, compelling them to read on. For the search engines it helps them understand the core focus of the copy and the relevant keyword phrases plus, it can help increase rankings for both the targeted keywords as well as the site’s overall theme.
Page sub-headings can do the same but they also help make the page more reader friendly, allowing the reader to scan the page for pertinent information that keeps their interest.
2. Researching and Creating Search Engine Friendly Content
As a copywriter who doesn’t necessarily know the company as intimately as the owner or marketing manager, it is necessary to examine the content within the website before beginning to create copy or text content.
Understanding the tone, branding and unique positioning or value proposition is important and it needs to be consistent across the website, which means it must be incorporated into any new SEO content writing.
Additionally an SEO copywriter may need to conduct general industry research to ensure that they have enough information to draw from when writing the optimized website content.
Product or service features are essential but it’s more important to write about the benefits of the product or service, since this is what the reader is after most.
One last useful step in the writing process is to compare products against competitors to gauge any additional benefits potential customers would receive by choosing your products or services over your competitors. These added benefits are then incorporated into the SEO content writing.
3. Strong Calls to Action –
The Signals that “Closing” Statements Send
Some may think that a call to action or “closing action” statement (as it is sometimes called) is not something a search engine would care much about; quite the contrary!
The search engines care more about your call to action than a visitor does. Your call to action helps the search engines understand what type of visitors you want to have at your website.
Information Based – When you have a call to action that says, “read more” or “find out more” or “learn more”, that sends a message to Google and the other major search engines that you are providing information. In turn your website would be more likely to show up for keywords or phrases where the users intent is to gather information; such as phrases that utilize words like “info”, “information on …”, “how to…”, “what is…” etc.
Purchase Based – If your call to action or closing action statement leans more towards “order now” or “buy today” or “contact us”, this sends a message to the search engines that you want to reach searchers who are looking to order your specific products or services as opposed to searchers who are information gatherers. This will cause your website to be shown more when phrases like “order….”, buy….”, “….prices” and “…..comparison” are typed in.
It is crucial for you to reach web searchers throughout the buying cycle. Strong calls to action:
- Help to increase visitor conversions
- Compel visitors to complete the next step to contact you or order from you
- Communicate your intentions to the search engines
- As well as align your website’s intentions with the searchers intent
What’s the Difference?
Copywriting Verses SEO Content Writing
Generally a copywriter writes creative and compelling copy and titles (headings) to engage the reader and communicate a message or brand.
Straight ahead copywriting may be effective for communicating to your visitors but they do not always provide the search engines with what is needed for high rankings, which is necessary to get your message in front of online visitors.
SEO content writing differs because while it still needs to be good copy, it is created based around the theme of the keywords or phrases you selected during the keyword research phase of your search engine optimization campaign. In this way each informational content page is focused on a very specific topic.
Creativity is required to craft copy that is compelling while incorporating targeted keyword phrases and supporting text with strong “calls to action”. Often times, this is what the average copywriter misses.
The end goal of your SEO content strategy is to provide valuable, relevant content for your visitors that will help inform and motivate but at the same time meet the criteria of the search engines for top search engine rankings.
IF SEO content writing is a priority and you need assistance developing a good SEO content strategy, we invite you to visit our Website Content Optimization page for more information.
