What is ‘SEO’ exactly?
Stripping it back to basics, SEO is the acronym used in place of ‘Search Engine Optimisation’. It is essentially the practice of increasing organic traffic to your website through – you guessed it – optimising your website for search engine approval.
Why do search engines such as Google favour certain websites over others? There’s a long list of reasons, all factored into complex algorithms. Some of the factors we know are proven, others are just speculation.
What do we know for sure? A search engine must crawl through billions of websites to determine who belongs on the first page of a search. Known as ‘crawling and indexing’, a search engine scrutinises the content on any given site.
It sifts through pages, PDFs, images, videos and links. The magical algorithm does its thing then – tada! – your site is ranked on its search pages. Whether you made page one, two, six or sixteen, it all comes down to your site, its content and its SEO optimisation.
Through using best SEO practice, you can boost your ranking, boost your traffic and ultimately boost your sales. SEO copywriting plays a massive part in this.
Why do you need to use SEO in copywriting?
You’ve probably heard it before, but keywords are pretty important. Keywords and key phrases are the words and phrases that searchers type into the search engine. You want them to be related to your product or service to attract the right customer.
Copywriters such as myself use these words to get your site ranking. Sounds easy, right?
Well, it is and it isn’t. SEO-optimised copy can actually be rather difficult to do well. The copy itself can be one of three things:
Of course, we want the latter of these three. There is no point in stuffing keywords into your copy if it’s going to be an uncomfortable read. A customer will simply leave the site. No one enjoys tripping up on a bulky sentence.
On the other hand, you don’t want to disregard SEO entirely for the sake of a beautifully written piece. As a business owner, you wouldn’t want to miss out on the opportunity to yield new customers through Google, right?
And a copywriter doesn’t only need to know what keywords to use, they need to know how to use them and where to place them in the text. A good SEO copywriter will also consider factors such as text length, sentence length, hyperlinks, meta data and images, as all of these contribute to SEO in some way or another.
All in all, SEO is not only about search engines. It is about the user experience. Putting in best SEO practices will ensure your website is easy to use and smooth running. This, in turn, keeps a customer on your site, with better potential for a sale at the end of the day.