SEO Copywriting Made Easy
I think we can all agree that digital SEO agencies have a faster birthrate than mega churches in the Bible belt.
(No offense to the Bible belt)
Just about everyone is peddling “quick fixes” and “savvy strategies” that make even the most geeky SEO sages feel more than a little bit nauseous.
But one thing is true:
Copywriting coupled with SEO makes a powerful elixir. Together they put your brand in front of the right people and help attract clients you’d swoon to do business with.
Let’s put it this way:
Persuasive words that compel people to action
Search Engine Optimization
If you’re intimidated by this topic, just remember that SEO copywriting is just a game. It requires know-how, creativity, and most importantly knowing-how to keep all your know-how carefully disguised by your creativity.
In this post, I’m going to share with you some of my favorite fool-proof tips for top-notch SEO Copywriting. I’m not going to cover the basics – because frankly, I’m not here to compete with Wikipedia. Instead, I’m going to focus on the actionable, battle-tested techniques that you can easily apply to your everyday web writing.
Disclaimer: This is by no means the definitive list of SEO Copywriting optimizations to make on your website. There’s an infinite number of steps you’ll have to take and – continue taking – if you hope to climb to the top of the search results. This is, however, a list of the most actionable SEO copywriting techniques that I recommend to my clients on a daily basis.
5 SEO Copywriting Secrets that Will Drive Traffic to Your Site
#1 Vet your Content for Value & Interest
Writing involves figuring out what you have to say and how you have to say it. SEO should play a major role in both of these pieces.
Whether you’re structuring a blog post, opt-in eBook, educational program, subscription newsletter, or the static pages of your website – content and structure should be the first things on your mind. Trust me, there’ll be time to dink around with color palettes and design after you get the heavy lifting out of the way.
Does this sound familiar:
- I just don’t know what to write about.
- How can I tell if anyone cares what I have to say?
- Am I the only one that finds this interesting, I don’t want to look like the village idiot!
I guarantee you, everyone who has every put pen to paper has wrestled with the same gremlins that you are facing right now. You don’t need to be able to predict the future, but you will have to roll up your sleeves and dig into the research – lots of research.
Here are two of my favorite tools for vetting content for value:
Don’t become a student of Udemy, instead, become an observer of its content.
Visit the Udemy homepage and enter a keyword. For example, let’s say you search for “SEO Copywriting.” Click on one of the top rated courses under your search term and see how many people have enrolled in that topic. That number represents the number of people who have literally paid up to learn that subject matter, which can be a good indication of how many digital students you can hope to hook with your own content.
Now scroll to the “Curriculum” section of the course page and check out all the sub-topics and curriculum structures that are being used. See any content areas your audience might be interested in? Never rip off the instructor’s course (obviously), but certainly let their work inspire your own.
Remember, you’re not here to reinvent the wheel. Study what people are doing and come out with an even better model.
Quora is arguably the largest Q&A community on the web and covers every single topic imaginable (not kidding…be careful out there).
Create a free login account and begin searching for topics related to your business/ niche. You can easily eaves drop on the online conversations and see what people are chatting about. Popular topics or contentious forums can make for interesting subjects for your own writing.
#2 – Get Beyond Keywords
Keywords have had their heyday and search engines have begun to prioritize other metrics, as should SEO copywriters and business owners. While it’s certainly important to use keywords and keywords phrases, LSI Keywords are the next big thing.
LSI Keywords (Latent Semantic Indexing) are basically keyword synonyms, and signal to search engines how to sub index your pages.
Let’s say your keyword is: SEO Copywriting
LSI Keywords might include:
- SEO copywriters
- Search engine optimizationf
- SEO Keyword services
- copywriting services
LSI keywords are often quite intuitive, but you can also use the free LSI Graph tool to do personalized searches. Carefully (and creatively) sprinkle relevant LSI keywords into your headers, body copy, meta descriptions, etc. The result will be that search engines can more reliably serve up your site to people searching for your content (AKA improved search engine rankings).
#3 – Use a Bucket Brigade
“Bucket brigade” is an old school copywriting tactic that involves using simple connector phrases that naturally speaed up a person’s reading pace. It’s like the Redbull effect in copywriting and it comes from an even older school concept of townspeople lining up and passing water – bucket by bucket – to the site of a fire in order to put out the flames.
Ideally, each sentence should pull the reader into the next and each paragraph should do the same. Your goal is to get your reader so deep into your content that he doesn’t want to come out and click away. Joe Sugarman (famous copywriter and marketing genius) said it best when he said:
English teachers and journalism professors wage war on phrases like these, because “they don’t add any value to the message.” But in the world of SEO copywriting, they most certainly do. They are connecting phrases that keep the copy moving and flowing.
Unlike book reviews and journalism articles, copywriting is interactive and it’s goal-oriented. You want your reader to be compelled to take action, and if you’re going to transmit that force, your copy is going to have to be moving in the first place.
As with every writing strategy, you can choose to harness your power (and prose) for good or evil. You can heartlessly string readers along or you can work together with their innate curiosity and structure your words in a way that keeps up with their fast-paced reading rate. Do so successfully and you’ll greatly reduce your bound rates and increase your visitors’ time on each page, which makes your site golden in the eyes of the Google gods.
#4 – APP Your Intro
APP is a clever SEO Copywriting acronym that stands for: Agree, Promise, Preview. It’s a great tool for static webpages, sales pages, brochures, and even introductions to articles.
When you APP your intro, you quickly establish rapport with readers, position yourself as an expert on the subject, and activate their curiosity by hinting at the reward that awaits just around the corner. In terms of search engine optimization, it’s the perfect way to boost time on site and to hook readers’ interest in an honest way before they click off into oblivion.
Here’s out APP Copywriting works:
- “I think we can all agree that online SEO agencies have a faster birthrate than mega churches in the Bible belt.”
- “Copywriting (persuasive words that compel people to action) coupled with SEO (Search Engine Optimizations) make a powerful elixir that can put your brand in front of the people you’d swoon to do business with.”
- “In this post, I’m going to share with you some of my most fool-proof tips for updating your SEO Copywriting.”
#5 Clickbait Your Headlines
You may not have heard the phrase “clickbait” sites, but I’m sure you recognize names like BuzzFeed, ViralNova, and UpWorthy. They are headline-writing heavyweights that have experienced exponential growth thanks to their ability to whet our appetites for intrigue.
Just take a look at some of these baited headlines and try to resist the urge to click:
- 21 Times Tumblr Knew You Better Than You Knew Yourself
- A canal was drained in Paris. 21 photos show what they found on the bottom
- After Cutting A Hole In Ice, He Lit A Match. What Happened Is So Cool
Now it’s your turn to check out some recent posts published on these viral sites and try adapting them for your blog post titles, headlines, and sub-headlines. Just remember, you still have to keep your inner sales sleaze in check.
Some of these headlines are simply over the top and while clickbait writing is extremely effective, it can easily go too far. Keep everything you write in alignment with your brand and only adopt the strategies that are likely to resonate (not repel) your target audience. Observe, adopt, and improve upon what you see others doing in the digital marketplace.
Any of your favorite SEO Copywriting tips that you think I should add to the list? Tell me about them in the comments section below!