One of the maxims that have been repeated the most in recent years in the world of Search Engine Optimization is “Content is King”. And it is that, after a time in which the links were the real protagonists when it came to improving positioning, Google gradually yields the throne to content.
Thus, when carrying out the SEO optimization of a web page, it is not enough to take into account the external SEO Off Page factors -such as link building-, or the main SEO On Page factors -development of an adequate structure, internal linking, tag structure or optimization of SEO fields, etc. Nowadays, for a corporate website or eCommerce to have the possibility of positioning itself in Google SERPs, it is essential to publish quality and useful content for the user.
Starting from this premise, SEO copywriting becomes vitally important. We could say that not any type of content is worth it. In addition to complying with some basic writing rules so that the text is understandable to the user and without spelling mistakes, content optimized for SEO implies taking into account many other guidelines.
The large amount of content that is published on the Internet makes it increasingly difficult for a website to position itself in the first results. However, there are certain SEO content writing tricks that can help you grow online.
Table of Contents
What is SEO copywriting technique?
SEO copywriting technique is the action of writing optimized content for the web in relation to various techniques that favor Internet positioning. Taking into account several SEO metrics, it seeks to occupy the first results in search engines like Google.
It is useless to write the content without any type of pattern or previous structure. It is necessary to have a certain basis for what you want to tell, how it should be written, and, above all, how the content should be structured.
What is SEO copywriting for?
The SEO copywriting serves to enhance the positioning in the SERPs of the search engines, as we have commented, with the aim of increasing organic traffic and obtaining more online brand presence.
However, until you reach that point and become a reference web portal in a sector, you have to go a long way. And it is that, although the final objective is to climb positions in the ranking of the SERPs until reaching the top positions and attracting more traffic to the web and then converting it, the first step is to offer quality content to the user, generating the confidence to click again and read.
So, once the importance of SEO copywriting has been exposed as one of the fundamental pillars of SEO On Page optimization of any domain, it is time to learn the keys and tricks to become a true SEO writer.
SEO copywriting technique
Correct SEO copywriting is not very different from the writing we are used to. However, there are certain elements and practices to take into account so that the resulting descriptive text is optimal and efficient.
From the hand of our Mix With Marketing Search team, a Digital unit expert in SEO positioning, we know some tricks to write SEO content.
Write for the people
One of the first guidelines that must be taken into account is that the person who is going to read the post is a person. It seems that SEO copywriting technique is meant to please search engines and meet the technical standards they set. But it’s not like that.
It should not be forgotten that the end user is going to be a person who wants answers to her doubts. Therefore, the writing should be simple, natural, and simple. It is not convenient to think too much about the same subject since the user is going to look for the answer to his question and he is going to do it quickly. One way to be clear and concise with the content is to use the question-answer format, where the question is then directly resolved.
Without forgetting, of course, good spelling and optimal readability. On certain platforms, such as WordPress, the SEO module informs, among other things, that its readability is adequate so that the writing can be adapted to the established guidelines.
Find the main keyword
Directly linked to the previous point, before starting to write and fill in the blank, it is essential to be clear about the user’s search to which we want to respond. That is, what will be the Keyword towards which we are going to direct the content? There are several questions we can ask ourselves:
- What is the user’s search intent, transactional or informational?
- What type of website am I going to write the content for?
- What type of word do I have to choose, head tail, or long tail?
It is convenient to carry out a previous study of the situation, to know the user’s search intention, to carry out an analysis of the keywords of the sector, and to choose which will be the main keyword of the post. There are various tools that work as a keyword search engine with which to carry out this preliminary study to create optimized writing.
In the same way, it is important to take into account the variations of the main keyword and use synonyms throughout the text. This not only achieves optimal SEO copywriting technique but also facilitates the expression of the text by the user by not repeating the same word so many times.
Once chosen, the content must be around it, answering the questions that arise around it. Including it in the main paragraph is a good way to start the post, making it easier for the user to know what is going to be discussed as an introduction.
Structure the content
Articulating the content of the post by blocks or sections will naturally facilitate its reading. Introducing each part of the article with a subheading not only allows a breather in the user’s view but also allows SEO optimization of the article without much effort.
These subheadings should be marked with the corresponding Hn tag, making a structured hierarchy of the post. The H1 tag should always match the post title, and the article keyword should be included as far to the left of the title as possible. H2 tags are the highlights of the main article with variations of the main keyword of the post. In the case of a third category of titles in the content, such as a listing, they would be marked with the H3 tag. So on, so that the structure of the content is clear at all times.
While there can only be one H1 for proper optimization, this is not the case for H2, H3, and H4 tags… There can be multiple subheadings marked with these Hn tags, as long as the articulation is clear, as we are doing in this same article.
Avoid duplicate content and cannibalization
When carrying out this study of keywords, it must be taken into account that there is no previous content in the web structure that speaks of the same thing. Otherwise, it could generate cannibalization problems and the positioning of the web could be affected, since we would be showing Google two different pages for the same search intention. This would mean competing against yourself.
One way to avoid this situation is to have a publication calendar, where the content of the web is recorded, where the objective keyword associated with each listing, product sheet, or post is stipulated. In a quick preview, it will be possible to verify that a specific topic has not been written before, or that a post already exists and it is not necessary to write a new one and it is convenient to edit the existing one.
Just as important as not having two identical or very similar content within the domain itself, is to avoid taking copied content from other pages. One of the keys to SEO writing is the originality of the content, so it is vital to differentiate each article to avoid that search engines penalizing for copying the text of other pages. If there are certain gaps in a topic at the time of writing, it is good that there is previous documentation, but not the copy-paste of other competitors.
Generate internal links
It does not matter the type of SEO strategy that a website follows, local SEO or international SEO, this point is one of the most important for good web optimization. The generation of internal links to the structure of the web has several benefits linked to SEO optimization.
On the one hand, it allows feedback on a website, since the user can continue browsing it by clicking on a link that appears in a publication. On the other hand, it boosts keywords every time you link to an optimized anchor text.
What is an anchor text and how to choose it? The anchor text is the anchor text chosen to include a link within a text. To know what text to use as an anchor, it is important to take into account the keywords of the structure of a website. For this reason, it is convenient to have a web map in which you can specify which keyword corresponds to each page of the structure and always link them with those relevant keywords.
In this line, and if the primary objective of the web is to improve SEO positioning, it is worth noting the importance of avoiding linking to anchor text with the terms “here”, “this link” or contextual terms, such as “I already told you”, “previously”. You have to look for the most appropriate SEO writing for each point that enhances this internal link. The following example shows a correct way to do it versus an incorrect one:
Adjust the length of the post
It is true that in the SERPs it is possible to find content from 100 words that work very well to another 3,000 that have also earned the first position in the ranking. At the end of the day, as we have commented, it is essential not to lose sight of the user’s search intent, and depending on this it can be expanded more or less so that we write a text in a natural way, without filling in just to fill in.
However, as a general rule, longer content tends to rank better. Becoming the reference web portal for a sector implies speaking well about a subject. Therefore, a small article of 300 words is not worth it. Correct SEO writing implies that the article has an average of between 750 and 1500 words, giving rise to explaining everything necessary for the user.
Given the results of search engines like Google, a long article is also more positive compared to a post with little or no information. More length is also equivalent to more possibilities in terms of structuring since you will be able to talk about several points related to the same topic in a single, very complete article with quality information.
If the content is very extensive, it is convenient to create an index at the beginning of the article, thus allowing a better structuring of the content and a more comfortable reading for the user. This index can be orchestrated through anchors, which allow you to choose which part of the article to read without having to navigate through the entire post until you find it, as we have done in this article.
The visual appearance of content on the web also helps retain a user when they enter a website looking for a specific result. However, to post images in a post, it is not enough to upload the photos without any further optimization.
Images on a website have different attributes that need to be completed in order for them to be a part of the optimal SEO copywriting strategy. We refer to the title and ALT tag of the image, important to position in the image search results in search engines.
Before uploading the image, a pre-save process must also be performed, including the main term of the article. When looking for an image and saving it on your computer, you must do so without spaces, without parameters, such as exclamation marks or accents, and clearly. For example, “SEO writing tips”.
While the photo title in the content manager offers more leeway, the image’s ALT attribute should follow the same pattern. A tip for fast and proper optimization is that the ALT attribute can be the same as the name chosen to save the image to the computer.
SEO copywriting technique is based on these principles, so once the article has been written, it should be checked that these basic points have been followed for content optimization. The work of our Mix With Marketing Search team involves, among other aspects, establishing a content strategy with appropriate SEO writing for each client. If you want us to help you optimize your website with an SEO copywriting technique, do not hesitate to contact Mix With Marketing Digital, our digital consultancy that will make your business grow.