Having great content on your site is one of the best ways to drive brand loyalty and recognition and ultimately make sales. However, in order for your content to connect with potential customers, they need to be able to find it. That’s where a good SEO strategy comes in – it drives higher rankings on Google and other search engines to improve your web traffic.
Here are some SEO copywriting tips to make your content more search engine friendly without sacrificing quality.
Use bullet points and subheadings
Search engines prioritize content that is easy to read and can be skimmed quickly. Even the most interested consumers don’t necessarily have time to read long pages of information. Split your content up using plenty of subheadings and bullet points, and keep your paragraphs short. This will get your point across more effectively while keeping things search engine friendly.
Keywords are the basis of any good SEO plan, and you’ll need to include them in your content in order to rank. However, if you put your keywords into your content too many times or in places that don’t make sense, it can actually backfire. Ultimately, your copy needs to be written to appeal to humans, and customers don’t want to scroll through clunky content.
Many search engines also now use their algorithms to filter out pages that overuse keywords. Google’s main goal is to find the most relevant and useful information for a given search, and overusing keywords reduces the quality of the information you’re providing.
Go in-depth to answer your readers’ questions
Your pages will rank better when you make an effort to fully answer the questions your readers are searching for. Don’t be afraid to cover relevant subtopics and answer questions in detail. Not only does this make your page much more valuable in terms of information, but it also gives you an opportunity to rank for a broad range of relevant keywords.
The key here is to make sure your content truly provides value and is easy to digest. If you aren’t sure about the questions your readers are searching for, use keyword research tools to get more information on how people are using search engines. Many of the most common searches people make are questions, and thoroughly answering them can get you into Google’s good graces.
Look at content that’s already ranking
One of the best ways to succeed with SEO is to look at your most successful competitors and take your cues from them in terms of formatting, keyword usage, and link building. Of course, you never want to directly copy another piece of content, but you can identify what’s working well for your competitors and implement similar strategies.
Additionally, you should look at your competitors’ weak points and aim to address these with your own content. These weak points are an opportunity for you to improve and get ahead in the search engine rankings.
Create content people will want to share and link to
Linking is a very important part of SEO – search engines notice pages that are highly linked to. When you’re writing, think about the type of content that you would be compelled to share. Buzzy titles paired with truly informative content will compel readers to share on social media. Of course, you’ll want to make sure you’re including both internal and external links in your content as well.
When creating copy for SEO purposes, it’s important to think about readability and value first. When you create informative and entertaining content that readers love, search engines will reward you with high rankings. These are just some SEO copywriting tips – for more content marketing best practices, visit the Segment SEO Blog.
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