In 2018, you need to understand copywriting and SEO – and a whole lot more – to write content that will rank well and return a great ROI.
If you have a head for marketing, UX and research, too, you’ll be in a commanding position. As our discipline evolves in response to a changing search engine landscape, demarcation lines become blurred, and it’s been difficult not to venture into featured snippets, schema and other on-page aspects of SEO.
Instead, with proper focus, you’ll need to know about your audience and how they’ll read your content, what they will be looking for, the continuing role of high quality, in-depth content, where offline historic copywriting skills still live on today, why you should still be using key phrases, and why structure is important.How will your audience read your content in 2018?
Google’s recent announcement of the first set of sites being migrated to mobile-first indexing reflects the fact that the majority of searches worldwide are carried out on mobile devices. My direct experience is that the move to mobile is very much in the B2C space; less so in B2B, where people are still at their desks with their laptops or desktops.
And then, we see the start of an explosion in voice search and devices – our smartphones and home devices from Google, Amazon and Apple – reading content to us.
Of course, we’re still seeing how voice pans out, and its implications for SEO copywriting, but I’d say if you stick to simple language and shorter sentences within a well-structured piece (think about making the main points right up front in case the listener’s attention wanders).High-quality, in-depth content
However your audience interacts with your work, it needs to be excellent. Make your content unique, high quality and written to professional standards. Google will reward you. Buying 300-500 spun monstrosities, while never being a great thing, had better not even pass through your mind today. They’ll kill your SEO and content marketing ambitions stone dead.
While we’re thinking about copy lengths, one popular strategy recently has been to write a longer piece than those above you in the rankings. Theirs is 2,000 words? Then leapfrog them by writing 2,500!
Of course, it’s not as simple as that. Take a look at the webpages above you in the SERPs. How good are they? Are they well-written? Do they answer the questions customers are asking? Do they understand searcher intent and how to respond to it?
If the 2,000-worder in your sights fails on any or all of these factors, you may be able to kick the ball out of the park with a shorter, tighter, laser-targeted 1,500-worder.
Writing shorter pieces for mobile’s smaller screens may be tempting. Don’t, though. You’ll lose out to those more extensive pieces, written without such an artificial restriction. Instead, leave it to your UX people, designers and developers to get the presentation right.Write for people
Now that Google can understand the words on a page, you have to raise your writing game. Get your grammar and stylistic chops up with the best and Google should reward you for it. But don’t forget your audience. Deliver them precisely what they’re looking for.
Before you start writing, ask yourself:
- Who is your audience?
- Where is their pain?
Put yourself in their mind; imagine how they will react to your content.
You may want to go the whole hog and spend time developing Personas. Personally, I’m happy to use them if there’s the budget and someone else to do most of the donkey work. Otherwise, I find I can usually visualize the target group more easily than the series of sometimes-unconvincing individuals that can come out of the Persona-building exercise.Bridging the offline past with the online present
Let’s see how the long-established rules of copywriting work in today’s SEO copywriting environment.
- Do your research: Advertising industry king, David Ogilvy, stressed the fundamental importance of research in producing great copy some 50 years ago – decades before the age of keyword research or the internet. Don’t you forget the keyword research, though – more on that later .
- Write an attention-grabbing headline based on related key phrases from your research.
- Involve the reader further with subheads – don’t skimp on them, either.
- Make it easy for the reader: In addition to inserting subheads, write in short paragraphs and short sentences. And ensure you put spaces between paragraphs.
- Calls to action: No matter how good your copy, you’ll need a CTA to see the full return on your investment, through sign-ups, purchases or other goal fulfilments.
- Treat editing as separate from writing: Get some time between the two processes and see your work with new eyes. If you’re writing more than a couple of screens of copy, consider printing out your work. You’ll see it entirely differently.
- Get someone else to read your work: They’ll notice your mistakes and pick out where you’re unclear.
Don’t listen to people who say ‘Key phrases are dead’. They are very much alive. And they will remain so all the time we use the paradigm of typing or speaking language into a search engine. But their use in digital marketing today has changed.
While you’re doing your research, think audience and marketing. How big is the online audience (market)? Where are they? What can we find out about their demographics? What should my content be about?
If you’ve got it right, and have used the right tools (at the core of my toolset are SEMrush and Keywordtool.io), you should have the most important answers you need to write the copy.
With my main key phrases selected, I look for questions and semantically related key phrases to flavour and shape what I’m writing. I find Answer the Public invaluable here.
- Talk to your client and/or customers: Find out about problems, solutions, products and services
- Build a list of seed key phrases
- Do your research
- Select your key phrases: Be sure why they’re relevant to your audience
- Assemble your questions and semantically connected key phrases
- Write for your audience
You can’t sidestep key phrase research. It’s still at the core of copywriting for SEO and the framework for everything you write.
Back in the day, before Google understood semantics and had AI, copywriting for SEO was many times more difficult than it is today. The trick was to use the key phrases precisely as they appear in the research (give or take a stop word or two), the requisite number of times or density to help the search engine understand your content. And it all somehow had to read as if a human had written it for another human!
But why am I talking about key phrase density in 2018? It’s nothing to do with my greying beard and pathological need to relate stories about the past (honest). It’s about WordPress.
The WordPress CMS powers more than 28% of the sites on the Internet. And its most popular SEO plugin, Yoast SEO is getting millions of content producers, both site owners and professional writers to adjust their key phrase densities via Yoast’s traffic light system.
If you’re making this mistake, for everyone’s sake turn off the traffic lights and write according to the rules and advice here. You should start seeing better results.Structure and <h> tags
Another area that people say has passed into history. I say otherwise. We’re recognizing the growing importance of UX (user experience). As a writer, UX isn’t something you can ignore, thinking it’s the domain of designers and developers. An enjoyable, involving read will be a better experience than a dry academic paper in a learned journal.
If natural, professional writing is a prerequisite for success, so is having a page that’s easy to read and understand. Think about the reader again. A big headline is the most important (use h1 tags), and a hierarchy from next biggest down to smallest (h2 to h6). So use them to make content’s structure clear and easy to navigate.
I’ve got through this entire piece without saying ‘Content is King’. To be honest, I’m not sure it is.
SEO is a much more wide-ranging game in 2018 than it was even a year or two ago. Just writing copy is unlikely to bring all the results you’re looking for. So you must consider SEO copywriting as a part of your digital marketing armory. A fundamental part, of course, but remember the lines are increasingly blurred.
David Rosam is head of Writing For SEO and David Rosam Digital Marketing.
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