The Power Of SEO And Quality Copywriting
Compelling copy can draw up to 7.8 times more site traffic, with increased engagement rates and brand recall. While articles with over 1000 words draw 9 times more leads. Combine these together and you’re looking at success. Or are you?
Copywriting – Spelling And Grammar
When we consider the bounce rate of a website, we are usually talking about the website design and layout, however, poor spelling and grammar increase a bounce rate by up to 85%.
This can reduce the credibility of the brand and undermines the message that they are trying to portray.
Whether the content is for a blog post, or you are writing copy for the homepage, it needs to be expertly written. We can all fall into bad habits, and this is where grammatical errors or mistakes are made. Ensuring that a piece of content is checked over helps to keep it not only grammatically correct, but also factual.
(Agility PR Solutions)
Copywriting – SEO
There is a well-known phrase that content is king. We know that a successful SEO campaign needs to have high-quality content. But did you know that the content has to be completely unique, factual, and have value for the reader – not just for Google’s crawlers.
The content on each and every page can, and should, be optimised for targeted terms. Page types can also be used to target specific buyer intents such as using commercial language on the category and product pages.
SEO and copywriting sit hand in hand, to not only boost the SERPs (Search engine ranking positions) of a site but also provide the user with quality information relating to their search, on the first page that they land on.
Copywriting – For SEO purposes
Search engines have algorithms to determine the best pages to display for search terms. This means that any content, including copy, that is written for a page you are looking to rank for needs to have SEO built into the content. Semrush (one of our analytical tools and well-renowned software in the world of SEO) has released an article on best practices for SEO copywriting. Here’s how we offer expert SEO in Stoke on Trent.
For the most commercially beneficial content, target keywords need to be considered first and foremost, this includes considering keywords that align with the interests and intents of the user. With keyword research, we can see the search intents that we are targeting, enabling any copywriting to be written appropriately for the target audience.
Finding the questions people are asking is important. While it’s great to look solely at keywords and incorporate them into the copy, finding the questions that people are asking helps you to answer them, without directly asking the question yourself. This also increases the chances of a website being featured on the “People also ask” feature on Google.
Semrush recommends gathering original data. Not only will this help to generate backlinks to your site by linking to your sources, but it also helps to position your brand as a leader in the field. Following the November update, backlinks are more likely to positively impact your site when they have a higher authority score and are of a relevant nature. Google will no longer consider a directory for farming a relevant backlink for solicitors.
Optimise your meta data to ensure its value. Search engines use your header, meta title and meta description to display the purpose of the page to the end-user. Ensuring that these are appropriately optimised will improve the chances of the most appropriate users clicking on the site from the SERPs.
Copywriting may not always be about the text on the page. Infographics are also an excellent way to include information on a topic, without it being lost in the text. This can also be applied to using corresponding images (just remember your alt text).
Including a call to action (CTA) throughout your copy can help to improve the conversion rate. This is because not all users will follow the page all the way to the end to find the finishing CTA.
Copywriting – For the Audience And The SERPs
With the majority of the population in the UK having a reading age of just 9, using over complicated text and language may not work for all brands.
Creating user-friendly content can also work in your favour for search engines. Following these few basics
Good structure – Search engines look for H tags being used appropriately. This also helps readers to follow the flow of text, or just find the segment they are looking for.
Skimable headlines – As above, for those that are only looking for a certain section or simply skim an article (as a search engine would)
Clear and informative paragraphs – Readers arent happy to look at a wall of text, breaking it down into paragraphs (or including bullet points) helps to break it down. It also helps for featured snippets on SERPs
Shorter sentences – This makes the text more digestible.
Subtopics within the copy – This allows for you to answer one question and link it to other relevant information (such as is seen in the “people also ask” section of Google.
Simplify vocabulary – If you are creating a technical text, then this may not be the case, or your target audience is individuals that already have a good understanding or knowledge of the subject. Otherwise, keep it simple.
Copywriting – Competitors
Every brand will have competitors, some will be direct competitors, while others will offer similar products or services. When this comes to your web presence, it’s important to know what your competition is doing. It is also worth noting the difference between your direct competitors and your SERP competitors. For example, review sites are not direct, but will certainly be in the SERPs.
With 69% of brands investing in SEO and 71% using dynamic keywords for their SEO strategies, your competitors are likely to be competing for the same keywords. So while your brand may currently be ranking above your competitors, if they have quality SEO, chances are, they might catch up.
It is also worth noting that the number of keywords that a brand ranks for may be directly impacted by the branded keywords. It is unlikely that your competitors will be competing for branded searches, however, businesses with a similar or the same name or abbreviations might be.
SEO should be considered a long-term strategy. Regular algorithm updates, content refreshes, SEO audits and even technical SEO are all required to keep your website ahead of the competition and at the forefront of your customer’s minds.
For professional SEO services in Stoke on Trent, get in touch with the team here at Netbiz.
Our full-service web development company can help you from the web design stage, through development, and with ongoing SEO campaigns to keep your site relevant and ranking. Get in touch today for more information on any of our services.