SEO Copywriting – What is It About?
March 2, 2010 Leave a comment
If you are or want to become a copywriter, these days the most offers that you can come across are connected with SEO. This post is for those, who haven’t got a chance yet to try SEO copywriting or are just beginning their SEO adventure and need some tips. First things first…
What is SEO?
SEO – search engine optimization – is the process of improving the volume or quality of traffic to a website from search engines via “natural” (“organic” or “algorithmic”) search results (definition from Wikipedia). One of the most important parts of such optimization is editing the content and meta tags of a website to increase its relevance to specific topic… And these is where copywriters are needed – the role of a skillful copywriter is to make the content friendly both to real users and to search engines. SEO copywriters often work also on texts that are published on other web pages which are linking to the site of the client (for example by guest blogging). Before writing the first texts, every SEO copywriter should be aware of certain terms…
Keywords, content, meta tags
Keywords are the words or phrases that you want the business/website in question to be associated with. People use them when making queries in search engines and ideally, our site should be listed on the first of search results pages to get the most attention. There are some online tools that you can use to find out keywords and estimate their importance. The most helpful is Google’s Keyword Tool, which can tell you how interesting was your phrase or word to Google users and what similar words or phrases you can use that are more popular. The art of SEO copywriting is preparing such content which is readable and persuasive for visitors and at the same time includes enough keywords.
Apart from text visible on the web page, a SEO copywriter is often asked to prepare meta tags, such as meta title and meta description. The description attribute should provide a concise explanation (up to 200 characters) of a web page’s content. That text is often displayed on search engine results pages, so it should be attractive to Internet users and persuade them to choose your site. It is not certain how each search engine treats the description, but is very probable that most of them take into consideration the words that are used.
The title attribute is even more influential. It is a text that you can see at the top left corner of your browser when you visit a web page. What is important, the meta title also appears as a header when your site is listed at results page and its content is very important for search engines. It is therefore good to include some keywords in it, but you have to be careful not to overuse them.
All in all, as a SEO copywriter you would have to create copy that is both “attractive” to search engines and makes the page rank higher in response to certain queries, but at the same time you cannot forget that the text is aimed first and foremost at visitors and should persuade them to come back/buy/register/ subscribe to newsletter etc.