7+ years experience in the SEO industry. Love to keep on top of the latest in search engine optimization and digital marketing.
I am going to let you in on a little secret - If you're an SEO driven marketer, there is nothing more important than copy when it comes to optimizing for online search. Not images, not video, not even podcasts.
Today, I will cover 10 SEO copywriting techniques that pros use to increase organic traffic.
1. Primary keywords
The first thing any professional copywriter does is to establish primary target keywords. While the visual elements are fun to do and super engaging, the algorithms that determine what content the user finds are almost one hundred percent text based.
This information is primary keywords. Take your possible keywords and test them in an online keyword tool. Look for keywords that have high search volume and low to medium competition.
Include one to three keywords throughout your content including title, headlines introduction paragraphs, closing paragraphs, and photo captions. These are key places search engines look for ranking your content.
2. Content gap analysis
Start by doing a keyword analysis on your competitor's website. Then, remove the keywords that your own site already ranks for. You will be left with the list of potential keywords you have not yet covered.
You can use tools like SEMrush and ahrefs to a content gap analysis quickly. Both tools have reliable and accurate data and help identify potential low hanging fruits your competitors are likely missing out on.
3. Optimize headlines for search
There are a variety of tools that will help you write a headline based on your keyword that catches the attention of both the search engine and the readers.
You should also use headline analyzer tools that grade your headlines for aspects like sentiment and SEO to boost your engagement and CTR.
4. Secondary keywords
Secondary keywords are a great way to reinforce search optimization and capture some additional eyeballs. Start by typing your keywords into the Google search bar and look at what auto-complete terms begin to pop-up.
Keep track of those secondary keywords for use once you start writing and include them where it makes logical sense in the content.
5. Related questions
Look at the "People Also Ask" section in the Google search results page for your keywords. Treat any relevant additional questions like you do content gaps and secondary keywords, additional context that you could use in your writing to boost your SEO.
6. APP method
APP stands for "Agree", "Promise", "Preview".
At the beginning of your writing confirm to the reader that the keyword that they search for will give them the results they are looking for.
Next, you want to promise the reader that you will give them the knowledge to achieve the results they are looking for. This is a good chance to insert some personal experience into the conversation.
And finally, preview, so the readers know what to expect from the rest of the article.
7. F-shaped method
This method comes from research that shows that readers skim pages in the shape that resembles an "F".
Most readers will read the entire top line or two from left to right. After that they will begin skimming just the left-hand side of the page.
That is why section breaks with new headlines are useful for resetting the F shape, and bullet points are a great way to convey important information along the left side.
8. AIDA method
You can use the AIDA funnel can lead users into your desired action.
A stands for "Attention" which is what the headline is for. Proven techniques for grabbing readers attention include FOMO statements, personalization or even good old-fashioned special offers.
I stands for "Interest" which you can use personal stories, statistics or acknowledge pain points.
D stands for "Desire" which conveys the benefits the customers will get if they use your product or service. A lot of new copywriters confuse benefits with product features. The features are the tools that provide the benefits, but be sure to frame the messaging as benefits first.
The last A stands for "Action". Never forget to end each of your F shapes with a CTA that a reader can click and take them to the next stage of the acquisition funnel.
You don't have to start with a blank page each time you start writing content. Professional content writers use templates to craft effective content and help keep all the information on track.
10. Voice and tone
Always keep in mind the voice and tone of your brand. The voice of your brand is the brands underlying personality which always stays the same. The tone of a brand can change depending on the circumstances but it is always underpinned by the voice.
Keeping a consistent voice will help make your copy relatable to the reader no matter the subject matter. By combining the art of using voice and tone with the science of SEO-optimized copywriting every piece of content you create will effectively communicate with your readers, resulting in improved ROIs.