The key to driving interest and boosting sales is to establish connections with potential customers. While it’s easy to make these connections, it can be more challenging to figure out how to do so.
However, copywriting is an excellent method for developing these connections since it uses words to appeal to consumer emotions and encourage action.
There are fundamental principles to follow to ensure that you can effectively convince your audience while writing something you believe your audience will appreciate. We will explore what SEO copywriting is and what you can do to improve the conversion rate, generate more leads, and drive sales with it.
What is SEO copywriting?
Copywriting for SEO is the process of combining standard SEO practices that drive traffic (like keyword research) with compelling words that compel users to take a specific action, such as buying a product or signing up for an email list. This content appears on product pages on a website, emails, and other marketing materials.
SEO copywriting aims not to generate organic traffic like blogging but rather to convert leads. Copywriting content for search engine optimization may contain less than half as many words as a blog post with almost a thousand words.
It is possible to combine the two. Then, in a blog post, you will include a call-to-action composed with SEO copywriting in mind, and the words will entice readers to click on what you are providing for more information, such as downloading a free ebook.
In the following examples, you’ll find some examples of content types that could be written with SEO copywriting principles in mind:
- Landing pages
- CTA buttons
- Brand messaging
- Website copy
- Advertising content
- On-site navigation instructions
- Product descriptions
- Final checkout screens
The key to understanding SEO best practices is to understand what is required of you.
Tips for writing SEO copy
There are a variety of factors that contribute to copywriting, which we will discuss below.
Knowing your audience is essential.
To write compelling copy, you must first understand your audience. Unless you know who they are and how to appeal to them, it will be impossible to convince them with your writing.
A buyer persona research process follows when creating SEO copywriting, as it does for successful marketing campaigns and any other types of content.
Based on market research, your existing business data, and your customer profiles, buyer personas are fictional representations of your ideal customer.
Any SEO strategy must include keyword research.
The purpose of keyword research is to uncover the keywords your ideal audience uses in search engines to find products and services similar to what you offer and use these keywords throughout your content to reach those users.
Unless you conduct user research before writing copy, your content won’t resonate with your audience because it doesn’t reveal their intention to search for it even though they may use keywords.
Think about who you are writing for.
Creating copy with the intent of encouraging your viewers to act is the goal of copywriting. In short, it’s necessary to keep the reader in mind when writing. The buyers you are targeting seek solutions, which is why you are writing to tell them why you are the right solution for them.
Suppose you have a marketing tool that can meet all the needs of your customers. By targeting your copy with the keyword “easy-to-use marketing tools” from your persona and keyword research, you can convince prospective customers to take the desired action (buying your product) once you have convinced them that your offering is the best solution for their situation.
Choose action words that are relevant to your intent.
Additionally, it is important to use action words that reflect your audience’s intent when you write for them. To lead them to your desired action, you need to use your copy to tell them why you offer the best solution.
In other words, you want your copy to motivate people to buy, say something like “Buy Now” or “Sign Up Here,” or draw them into making a final decision.
Please keep it concise and straightforward.
You’ll have a more challenging time converting users if your copy is hard to read. You may lose them along the way if you require them to put in a lot of effort to understand what you have to offer.
Continuous testing enables you to iterate on what you create so that you satisfy consumer needs if something you thought would perform well didn’t align with audience intent as well as you thought.
In addition to maximizing your effectiveness, testing is also essential. By translating your solution into copy, your audience will not need extra work.
It is possible to create multiple versions of CTAs, each with a different call to action, and test the effectiveness of each by placing them on different web pages.
It all comes together as follows: the SEO aspect is determined by the keywords that are already generating traffic and align with the user intent of your target audience, and the copywriting aspect is based on writing for the audience’s intent.
This strategy lets you directly convey how you’ll solve their problems and entice them to become customers.