Whew! That seems like a monumental task.
However, utilizing a few solid copywriting tips can transform your content’s visibility and SEO ranking.
What is SEO?
Most of us have heard the term, but how many of us truly understand the process by which a search engine like Google gives us results based on what we type into that search window?
SEO, or search engine optimization, is the process of optimizing the pages on your website to increase their visibility organically in the search engine results pages (SERPs). SEO is not the same as paid advertising. SEO revolves completely around how your website, or pages on your website, rank organically. This is organic traffic as it occurred naturally based on your ranking due to strategically written content.
So, SEO is the process of increasing (or optimizing) the efficacy of your content so that search engines rank it higher than content from other sites that may utilize the same search terms and parameters.
What is SEO Copywriting?
SEO copywriting is the process of creating content that ranks in search engines for relevant keywords. This method can be applied to many facets of your business’ content marketing including product pages, blog posts and even your brand’s website homepage. If done properly, SEO copywriting can increase those crucial keywords and your content ranking.
Tips For Improving Your SEO Copywriting
Here are 8 SEO tips that will help take you from zero to hero (at least in the copywriting realm).
1. Identifying the RIGHT Keywords
Perhaps one of the most important steps in the process is choosing the right keywords. Keywords are words or phrases that are entered into a search engine like Google in order to find products or information. Choosing the right keywords will allow you to create content that will rank higher in these search engines and will drive organic traffic to your website.
Using a keyword research tool like Semrush, Moz or Keyword Surfer, enter a primary keyword (or seed) and hit search. This will create a list of keywords. From that list, choose terms that are less competitive.
2. Create Relevant and Quality Content
Content that definitively shows that you are an authority in your chosen field(s) and in turn connects and engages with your target audience is defined as relevant content. Creating this version of content is easier said than done. If content is done right, your audience will look to your outlet as the de facto expert and authority. This content can take the form of infographics, blog posts, articles, listicles (articles consisting of items presented as a list), videos or any combination of them.
Example: If you’re a fishing outfitter, you’ll want to write content that your potential clientele would find interesting about fishing excursions and success stories from previous outings.
3. The Use Of Internal Links
This next one can be a bit tricky. If done right, it can help increase your SEO ranking. On the other hand, if linking errors exist, it can have the opposite effect. Internal links can connect pages within your own site, thereby creating a chain of information exchange within your own platform that helps to improve search engine results. This is also a great way to bridge the gap between older and newer content that viewers may find informative.
Example: Linking current stories to older stories that share a common theme is a great way to keep older content relevant. If you are writing about a new backpack that you’re testing on a trail in a national park that you have visited in a previous post, link back to that story as that content might be interesting to the reader of the newer story.
4. Backlink Usage
So, what are backlinks? Unlike internal links, which are used within your own website, backlinks are links on other websites that go back to a page on your website. Another term for backlinks is inbound links.These can be advantageous in your search engine ranking as they represent another website’s traffic being directed to your site. This can be achieved through quantity and quality of backlinks. Preferably, you want backlinks from reputable websites.
5. Include a Call to Action (CTA)
Aside from ranking higher in search results, one of the primary purposes of copywriting for SEO is to get readers to take action. This action can be making a purchase, submitting information or other. These CTAs can take the form of images, links or buttons and they can be included throughout your copy. However, be cautious as too many of them can take on the appearance of being spam-like.
6. Review Competitors’ Articles
Don’t reinvent the wheel. Researching your competitors’ content can help you analyze and determine what strengths and weaknesses they have and allow you to create content that fills those gaps. Just as you might run a competitive analysis about your competitors’ marketing strategy within your market, the same should hold true when analyzing their SEO strategy. Focus on the most successful components of their SEO strategy and work to replicate and improve upon those aspects. Make sure to research their targeted keywords, use of backlinks, content strategy, use of visuals and internal linking.
Example: Chances are that you already know who your primary competitors are whether locally, regionally or nationally. Look at the content that they are producing and how their readers are interacting and seek to improve on that level.
7. Include Visuals
Another factor in increasing your ranking on search engines is “time on page.” Regardless of how well written, relevant and authentic your content is, if someone scans it quickly and leaves your site, it can affect your ranking as the time on page was low. Adding visuals like videos, images and infographics can entice viewers to stay longer and even perhaps click through desiring more content. Also, break up your content with these visuals.
And, in addition to adding visuals to your content, make sure to optimize your images as search engines use this as ranking criteria.
Example: Videos showing the use and care of a piece of gear or images of that gear in a particular wilderness setting can entice readers to continue reading or clicking on product info links.
8. Optimize Page Titles and Descriptions
This one is paramount. This is the first thing that viewers will see when a search engine displays results.Your page title and the description give viewers the first glimpse of the page’s content. Think of it like a headline in a newspaper. Why should I read this? A catchy title and brief description should catch potential readers’ attention and make them want to know more. There are a few criteria to consider. Try to keep your page title to less than 60 characters, spaces included. Your description should be approximately 150 characters. These numbers are based on optimizing for any device.
Does your company have an SEO plan? Are you maximizing your content for the greatest ROI? As a fully integrated marketing firm, TBA Outdoors can cover these bases — and lots more — for your brand. Reach out to our team of marketing professionals today to see how we can help your outdoor brand with its SEO, content creation, public relations, marketing campaigns and more.