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SEO and Copywriting

When it comes to inbound marketing, the effectiveness of your campaign relies heavily on the quality of the content you provide. After all, it is the content you create that gets you found online, builds trust with your readers, educates and informs your visitors and paves the pathway to conversions. As an Internet marketing firm, we know the power that words possess. Your content has the potential to influence existing customers and build long-term partnerships, so why not make it the best you can?

The Evolution of Content
Old school SEO professionals believed that sprinkling as many keywords in the article as possible would result in higher rankings; however, this type of content offers very little value to the site visitors and is seen as “low quality” by the search engines. It was also common practice to create a new page for every single possible keyword variation. Those pages, however, will rapidly disappear from the index because Google will simply choose one of the variations and disregard the rest. That will hurt your rankings for that keyword in the long run.

For your content to be truly successful, consider implementing the following steps before you actually create the content.

  1. Define Your Audience and Tone: Unless the content you create serves a purpose to your readers, it isn't worth much. Don't just blindly create content; define your target audience first and then decide what kind of tone you wish to convey. For example, regular pages on your website (referred to as “landing pages”) may be more formal and blog posts may be more laid back. Always remember, though, you are writing for your audience—not the search engines.
  2. Keyword Research: It's important to make sure you are ranking for the correct words instead of just any and all words. In order to ensure that you are spending time creating the best possible content, make sure you do keyword research first. This will help you determine which specific topics and keywords you should focus on to benefit your SEO campaign.
  3. Be consistent: Plan out your approach to how you want your brand to be seen. Whether it is the company name, names of product lines, services or individual products, it's important for them to be written consistently throughout your content. This sounds simple enough, but you would be surprised at how easy it is to publish content with inconsistencies in term of capitalization, hyphenation, and punctuation. The same goes for proper spelling and grammar. There are always those commonly troublesome words to watch out for.
  4. Create a Content Calendar: Search engine crawlers return to your site on a regular basis; therefore, if you have new content, they will index it. The more consistently you publish new content, the more the site crawlers will come back and check for updates. That's why developing a content calendar is important. So you can stay on top of your posts and ensure top quality content is being created on a consistent basis.
  5. Conversions: Increasing your ROI through SEO and content creation requires the use of properly placed calls-to-action (CTAs). These CTAs will lead your traffic to highly optimized landing pages that should then request some sort of contact information. Next thing you know, you've turned a visitor into a lead—which is the whole purpose of search engine optimization.

Strong SEO copywriting is often the catalyst for an effective SEO campaign, but there should be little difference between traditional online writing and SEO writing. Regardless of how SEO compliant and keyword ridden the content is, if it isn't compelling or useful to your readers then it won't get read or linked to.  Please contact us to learn more!