The Internet is the first place people turn to when trying to find solutions to their problems. They use search engines like Google and Yahoo, where they type their search query into the bar and hit the little magnifying glass icon. SEO copywriters are predominantly concerned with exactly what Internet users type in when looking for info. SEO is an ever-changing area of digital marketing, and the goalposts move every time a search engine announces an algorithm update. Regardless, it is one of the most rewarding fields a marketer can work in. We offer an SEO copywriters course, how to write with SEO in mind, and a few examples of SEO copy:
Search engine optimisation (SEO) involves research into what people search for online, then the optimisation of websites to improve their chances of ranking highly on the search engine results pages (SERPs). Search engines like Google don’t exactly tell SEO copywriters what to do for the best rankings, and there’s a simple explanation.
Money. Google Ads would suffer if they gave away the golden formula for Internet success, and nobody would have to advertise. Thus, they merely hint at things that would negatively affect a website’s ranking, leaving SEO practitioners to guess at what they should be doing. So, how do you write if you don’t know what search engines want you to say?
It all comes down to keywords. There are many dentists in Durban, so who gets spot 1 on Google’s first page? The one whose website is optimised with the phrase ‘dentist in Durban’ is most likely. But what if more than one dentist in Durban has optimised their site like that? Then who gets spot 1? This is where algorithms assess each website and the content thereon against a checklist.
Writing with SEO in mind
As mentioned, SEO copywriting is concerned with keywords that people use to find things online. A good SEO copywriter knows that people relate to human characteristics, and will incorporate more casual, easy-to-read headings and paragraphs that break the mould of the mundane. Writing with SEO in mind involves knowing what people will most likely type into a search bar, and incorporating that exact phrase (and a few variations/related words) into the wording on the website. There are five main types of SEO copy that copywriters in this field focus on: