November 30, 2022 Mark Acornley

SEO copywriting: 15 ways to improve your rankings

How to write content that ranks on Google

The results in the search engines are there because their content is optimised for SEO, not through magic.

In the fast-paced world of digital marketing, mastering the art of SEO copywriting is essential for achieving higher search engine rankings and attracting more organic traffic to your website.

Crafting compelling and optimised content is the cornerstone of successful SEO strategies.

In this guide, we’ll explore 15 proven techniques to elevate your SEO copywriting game and skyrocket your website’s visibility in search results.

What is SEO Copywriting?

Copywriting is an art form. However when you’re writing website content you want to utilise SEO copywriting which utilises the latest SEO techniques to help boost the position of your website in the search engines.

Why SEO-focused copywriting is vital to your business.

If your website content isn’t being created and optimised for SEO then you’re missing out on traffic from the search engines.

As competitors grow, it will become harder and harder for your website to rank in the search engines, so it’s vital that if you’ve not been doing SEO copywriting previously, then you need to start taking it into account.

There are different types of SEO copywriting whether it’s for the

Home page

The home page is interesting because a lot of people want a small home page which just directs to the main services they offer however to stand out, your website would benefit from having more content on the page.

About us page

The about us page is a great opportunity for a long-form page which explains your business in great detail.

Why should people choose your business, what makes you different, what’s your unique selling point?

Things like this can be discussed and help show potential customers your personality.

Blog posts

The blog post is one of the most powerful marketing tools you have on your website.

A lot of business owners still don’t understand the power that a high-quality blog post can have.

One reason blogs are so great is that they can rank for thousands of keywords.

But you’ll need more than just one or two posts. To create a high-quality blog you need to have more pages to help you build topical authority.

Topical authority is where the search engines will rank your website higher because it’s clear that your website has expertise on a particular topic.

Service page content

The service pages are the most important pages on the website.

Yes, blogs can get you lots of traffic but if your service pages can’t convert visitors then you’re missing out on customers.

The length of service pages varies quite a lot however, if it’s for SEO purposes then it’s better to have more text on the page.

If you’re running paid ads then your copywriting should be shorter and more laser-focused on the problem, but when writing with SEO in mind.

You need to offer the complete experience for the user, a 200-word service page isn’t likely to be ranked high on Google unless your website has a high domain authority which it probably hasn’t.

Here are 15 ways you can improve your SEO copywriting;

Always do in-depth keyword research

Every successful SEO campaign needs to identify the keywords that your website can be ranking for.

If you get this wrong then you’re targeting the wrong keywords, even with great content you’ll likely struggle to make any progress with your SEO

There are a lot of keyword research tools that you can use to find relevant keywords.

Look for questions being asked by your audience

You can use websites like also asked and Answer the Public to find questions that your audience is asking.

Questions are a huge part of SEO now and especially for Voice SEO, which your website should be optimised for considering the number of devices now available in the home where people speak and search directly.

Look at what the competition is doing

The competition is one of the first places you should look when searching for keywords.

You can use tools to identify what type of traffic they are getting and use this data to formulate your keyword strategy.

Identify keywords by keyword intent

Keywords have different types of intent;

  • Navigational keywords: this is when the user uses a service or product keyword along with your brand name
  • Commercial keywords: Investigating a purchase decision
  • Transactional keywords: The user is ready to make a purchase
  • Informational keywords: the user wants to find information about a product/service/industry

You need to have content that supports the search intent. If you get it wrong for example trying to rank a service page for a keyword that is all long-form blog posts then you’re never going to rank.

Map out pillar pages and cluster pages

The pillar pages are the biggest and most informative on the site.

These are incredibly important as they offer a lot of value and allow you to link out to other pages on your website which talk about a similar subject.

Then you’ve got the cluster pages which are linked out too. These should focus on specific keywords where you answer them in depth

Use internal linking for relevance

Internal linking is often under-utilised by businesses.

It’s a great way of showing that your website is a hub of information and helps to give keywords a boost by using them as anchor text in the link.

Create the right length piece

This is important as too much or too little will likely not rank.

You’ll notice that there are variations in the word counts for most results, they aren’t all saying 2250 words, some might be 1500 whereas others are 2500, however, if all the current results are within this wordcount then producing something that’s 500 words isn’t going to cut it.

Likewise, if you put something in that’s 5000 words that might not rank too, it’s all about seeing what’s ranking and then creating something similar to that but way better.

Use images and videos for user engagement

Images and videos are great ways to improve user engagement.

Images should have a keyword in the file name and ideally in the alt text to if it’s relevant.

The alt text is used for accessibility, to tell people who can’t see the image what the image is depicting.

Optimise heading tags for structure

The heading structure of your content is incredibly important. The H1 tag is the main title tag which is where you want to use the main keyword you’re trying to target.

You should then use the h2-h6 tags (you don’t have to be using them all) to break up your content and make it easier to read.

Make your content easy to read

Don’t get too technical. There are times when you need to get a bit more technical, however, in general, you want your text to be easily read by a twelve or thirteen-year-old.

You can see scores for content using software like Grammarly.

Use Call To Actions

Without a call to action, you’re missing out on opportunities to convert them into paying customers.

You don’t want to overdo it but you’ll want to make sure they are used effectively.

One great way to improve the success of CTAs is to screen record user behaviour on your website and use that to see how you can improve click-through rates.

Link to external websites if relevant

If other websites in your niche are rocking it, don’t be afraid to link to them.

Linking out to other websites lets search engines know you’re interested in providing a high-quality experience

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