Search-Friendly Copywriting - 5 Tips for Maximizing Your Content
the art and science of
getting readers to act. But the volume of written content that is pushed out
across the Internet each day can make it challenging to get your own work
recognized and generate engagement. The most effective first step that integrated
marketers can take to make their content stand out from the masses is to make
it search friendly. Smart Insights put together a five-point checklist for
crafting search-friendly copywriting.
Identify Your Target Audience
Go deeper than a
basic understanding of audience demographics. Ask more detailed questions to
really understand who the customer is: what do they enjoy, where do they get their
news, what do they care about, etc.? This type of information will help you to
build a more insightful profile of the customer that gives you more actionable
information than their age or living situation.
Determine Target Keywords
Once the target audience
has been identified, integrated marketers can create a list of keywords that
the audience is likely to use when searching for your product or service.
Consider using keyword research tools like Google Ads to build your list. Once
you’ve done this, you can begin prioritizing the keywords that drive the most
traffic (e.g., search volume, audience relevance, etc.) and grouping them into
Examine Trends Using Keyword Data
Use tools like
BuzzSumo or Google Trends to find out what’s popular with your audience. This
will help you identify what is resonating with them, and how others are
positioning their content—in turn giving you direction for taking your own
writing. Knowing what content will persuade your audience at each
stage and aligning it with your keyword targets makes you more relevant during
Use a Copywriting Formula
challenge is procrastination, writer’s block, or it’s simply your first time
writing copy, it’s easy for non-copywriters to have challenges when tasked with
developing content. One way to manage these types of challenges is to follow a
formula for writing search-optimized content. The article calls out AIDA
(Attention, Interest, Desire, Action) as one method of structuring your writing to
effectively usher readers through a piece. There are copywriting formulas available, so
find the one that best suits your personal style and get writing.
Inbound & Outbound Links
The final key to
search-friendly copywriting is linking—inbound and outbound. Inbound links will
help you rank higher with search engines because your site is authoritative.
Outbound links help search engines understand your niche, and increase the
trust and quality of your site, improving your SEO. Your reciprocal links both
exhibit your authority and demonstrate your connection with established
authorities on similar topics.
Creating great copy is not always easy, and adding the
SEO element can be challenging, but you will also get better over time.
Implementing these five tactics for search-friendly copywriting is a great way
to kick off your exploration of this effort, and to drive results.