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SEO + copywriting: the formula of the websites that sell

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SEO + copywriting: the formula of the websites that sell

If you know what SEO is and, on the other hand, what copywriting is, you should also know that these two concepts can merge and provide something totally new to hook your readers. In this post I want to explain what SEO copywriting consists of and I give you some tips to implement it in your online marketing strategy. You sign up?

list_altIndex of contents
What is SEO copywriting?
Advantages of SEO copywriting: why you should implement it
6 Tips to improve results
SEO and copywriting are two apparently unrelated digital Accounting Directors Email Lists techniques, but they actually have a lot to say to each other: the combination of both is key to getting results.

That writing for SEO or, rather, writing for Google’s algorithms, is very good. Or at least it was, because now you will see that the trends are different. But be careful: we must not confuse SEO copy writing with SEO writing or SEO content. SEO copywriting is a writing method, almost a philosophy, that prioritizes the user much more than more traditional SEO techniques do.

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For example, the pure SEO copywriting that Google had us used to led to structures in which the copywriter seemed to speak Indian. Does it sound like you have read posts in which articles and prepositions seem to have been eaten in between and suddenly break your schemes? It is not that they were misprints, it is that the editors wrote it that way to facilitate Google’s work and improve the positioning of the post.

However, with the advent of the semantic web and Google’s algorithm changes , this trend has become totally out of date. Now many more points are gained in the game if we use an SEO copywriting technique. Read on to find out how to get it!

What is SEO copywriting?
Before we get into SEO copywriting, here is an explanation of both terms separately so that you better understand their union.

Copywriting
The copywriting is the technique used to build text editors to move users into action. That is, this technique is directly related to the ability to achieve conversions through persuasive writing.

It is not that the text “does magic” by itself thanks to an innate creativity (which is also important), it is that the writer is based on a strategy in which he uses that verbal art to translate his experience and knowledge into written words you have about the user you are targeting. Know your needs, what you like, what concerns you and what attracts you, and that is why the copy knows how to persuade and generate engagement to, finally, achieve its goal: to sell.

This discipline is present in many types of text designed for sale and conversion: landing pages, emails, organic or paid publications, etc.

SEO
For its part, SEO (Search Engine Optimization) or search engine optimization , is the discipline of digital marketing that seeks to place the search results that interest us in the first positions of the search engine (generally, Google).

These search results can be ecommerce product and category pages, blog articles, even landing pages and business home pages. The idea is that, behind the ads that have paid to appear in the first positions, we obtain an organic and natural positioning.

Thus, we increase web traffic, the relevance and authority of the page through the optimization of keywords and a series of techniques in which we have worked on the web: structure and ranking of content, titles, tags, meta descriptions, link strategy , SEO techniques On-Page and Off-Page …

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What is the merger of copywriting and SEO?
Well, the answer to this question is very simple if we think as an example of the artist who creates a very good collection of art that, nevertheless, hides in a corner of his room and allows it to accumulate dust. The same will happen with the copywriter if he does not use SEO to bring out his work.

Thus, the main objective of the combination of these two disciplines is to achieve more and better results. Whether a website is very well worked at the copy level and has a high conversion but is not well positioned, or if it is very well positioned but greatly neglects the interest and motivation of the user, the results will not be optimal.

SEO copywriting is the discipline of writing attractive, valuable and effective content in its objectives, both towards users and towards Google . It is the way to find a balance between copy work and SEO so that the reader (corresponding to your buyer persona ) stays on your site for longer.

Advantages of SEO copywriting: why you should implement it
All are advantages, but I explain exactly what they are to convince you with strong arguments (as a good copy does).

1. Get a natural link building
One of the techniques that gives more work to an SEO is that of link building , since it is the most effective way to gain relevance through the linking of other reference websites.

But the reality is that you can make this happen naturally by creating quality content. And be careful, I’m talking about quality content for users, not for you, since in this way it will also be quality for Google and will be susceptible to being shared. With that shared content and greater visibility you will be contributing to a long-term improvement of the positioning of the entire website.

2. Goodbye, Indian style. Hi trust
Users trust more in results that are well positioned, but especially in those that are well written and in a close tone. That is to say, in a content that shows that it is specially created for them, that has been elaborated with care by a real person, with a certain personality, and who knows what he writes (with the intention of not sounding presumptuous).

3. Ode to business opportunities
The more we know about the people who will be behind the screen and the better we take advantage of online resources, the better results we will obtain. Thanks to an exhaustive investigation of each topic (oriented to the buyer person), of the different pains and needs, we include other related keywords and we expand the semantic range of the website, opening up business opportunities.

4. More results
The main advantage is that we combine positioning techniques with a human vision of the content. With the most recent Google algorithm changes (for example, BERT, where search intent took a lot of force) it is easier to position and stay positioned if the content thinks more of the user. And, precisely because of this, we will also connect better with him and get more conversions.

[FREE GUIDE] Find out all the details about Google BERT: what it is, how it works, how it affects SEO and technical aspects
6 Tips to improve results
Although in theory everything sounds great, I also want to explain some practices to implement SEO copywriting in reality when developing your content strategy.

What to look for and how to improve results? Here are some practical examples that in InboundCycle are working wonders for us.

Keyword search with intent
The first step is to choose the keywords taking into account the users and, specifically, our buyer persona. Surely you have read a lot about the best tools to research keywords and their search volume (keyword research), but the basis here is intentionality and knowing the target audience well. In order for him to feel that we are talking to him, we will have to know a lot about his pains and needs. In this way, we can move it into action. Once we are clear about this, we can choose the main keyword and the secondary ones keeping this in mind. Namely:

Investigate the buyer persona.
Investigate the pains and needs.
Anticipate the demand of your buyer persona.
Get a keyword planning based on the previous points (and thus create the appropriate content).
Natural and direct tone
One of the strongest points of copywriting is to directly and naturally appeal to the user to take an action without feeling that they are “selling something” . In fact, here lies the biggest complication of SEO copywriting.

This is only achieved by attacking your pains and solving the needs that you have and that we know because we have investigated the market. We speak from you to you (in fact, it is highly recommended to speak in the second person singular throughout the text), naturally, and we always close with a Call To Action: direct, easy to understand and very clear.

Attack the pain and solve the needs.
Talk from you to you.
Not sound commercial → but close with a CTA.
How can you do it? Here is an example of a direct appeal tone that closes with a subscription Call To Action.

External and internal linking
Including DoFollow links is also essential for Off Page SEO. However, we must not forget about the user at this point: the links can and should be useful, providing a simple conscious navigation that adds value.

On the one hand, internal linking benefits positioning because it reduces the bounce rate and increases the average duration per visit. On the other hand, external linking contributes to providing greater authority to the website through other relevant websites. But we cannot forget that both must be introduced naturally and, above all, in order to improve the user experience. So:

Help SEO.
Facilitates navigation.
Solve the doubts and needs of the user redirecting to a content complementation.
SEO usability
In this sense, we must consider some tips to adapt SEO On Page to copywriting.

In the first place, the content structure must serve to introduce the main keyword, as well as the secondary ones, but also to organize the content for the user and solve other needs or questions that may have around the main one. Here we can and should see the long tail as related pains, that is, new traffic and business opportunities.

Secondly, we also have to take care of aspects such as the density of the keyword and the language : do not use the exact keyword if it is not natural (“hotel Madrid”, “master civil engineering”, “cat food”, etc.) and not use it too many times not to over-optimize. We can introduce synonyms and related words to enrich what we are counting.

Structure of the text (H1 + H2 and H3).
Long tails – related pains.
Keyword density / accuracy.
Here is another example of the use of a non-exact keyword in an H2 → Pinterest for companies / Pinterest in your company.

 

Multimedia content
Finally, remember that what the user likes to find the most is what will benefit you the most. This is why you cannot miss a good inclusion of multimedia content (images, videos, infographics, podcasts …) that must be conveniently adapted to your content.

These elements are increasingly appreciated by users and, therefore, by Google’s algorithms. For this reason, it is also important to include labels that are descriptive and useful for the user, as well as that the content we include is related and extends the value that we are offering with the writing.

It is not about duplicating the same type of information in different formats and that’s it, it is about humanizing the content by showing the face behind the text, improving the brand image, engagement and increasing the time of permanence.

In essence, pay attention to:

The tags.
The useful and related content.
Example of a video post that adds value to the content and positioning of the article.

Other tips for good SEO copywriting
In addition, these recommendations will help you increase the value of your content:

Include some emotion in your text.
Provide credibility with data and numbers that are well contrasted (being able to redirect to official sources).
Write catchy headlines that increase CTR on the SERP.
Update the content whenever you can: you will optimize SEO and, in addition, it will reduce abandonment when the user sees that the post is out of date.
Save the business information for when the user actually expects to find it.
By following these tips, you will be able to find content that, on the one hand, is positioned and remains among the first search results and, on the other, lasts over time even if there are changes in Google. Therefore, thanks to a good application of SEO copywriting, the fruit of your work will continue to report visits to you several years after its creation; In addition, you will have attractive and effective content in terms of conversion, which motivates users to act (subscribe, contact, buy) and, fundamentally, bring you more results. Why else does content published in 2015 or 2016 still occupy the top positions in Google when you search for long-tail keywords?

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