While search engines use over 200 factors to decide your search relevance, copywriting expert Belinda Weaver insists that successful SEO copywriting must be written for people first, and optimisation second. In part 2 of the Practical Online Copywriting for Business online course, Belinda explains what search engines really care about, and demonstrates the multiple ways to boost your rankings without oversaturating your copy with keywords that detract from the user experience. Keywords should be approached as frequently as is natural, rather than as frequently as is physically possible. SEO copywriting is a constant balancing act of keywords, persuasiveness, and scannability.
There are numerous simple ways to spoon-feed search engines. Here’s Belinda’s top tips for SEO copywriting:
- In headings, subheadings and lists
- Bolded, underlined, italicised
- In links within your site
- Focus on 1-3 keywords per page
- Meta tags (title links, image captions and ALT tags)
However, specificity and related words are just as important to SEO success, particularly regarding location and services. Don’t be afraid to be specific, Belinda says. While these specific keywords may get less traffic than more general search terms, the audiences they inevitably attract are easier to convert. Finding the keywords people use when they are ready to buy as opposed to ordinary research is invaluable for SEO copywriting strategy.
Social Media Copywriting
Belinda has noted that words evoking really strong emotions will be shared more than any other post. Using bold, emotional language ensures an attention-grabbing social media update: “Be relevant, useful, funny, heartfelt—that’s what will help people connect with you emotionally.” It is important to remember that each social media platform has a different audience, and its own specific vibe and culture. Tweaking posts to cater to these makes your social media copywriting far more effective in engaging with your target audience.
Belinda’s Copywriting Checklist:
- Have you identified keywords?
- Is your keyword in main headline?
- Are your references specific enough?
- Are you using subheadings and highlighting phrases/keywords?
- Are your meta tags completed using keywords where possible?
- Is your copywriting still interesting to read?
Belinda Weaver presents the Practical Online Copywriting Course, a two-part program designed to help you nail your online marketing. Learn more about the course here. Read Belinda’s profile and learn more about Copywrite Matters.
This article was authored by Elizabeth Rowe. Elizabeth graduated with a Bachelor of Arts (English Literature) at the ANU and a Masters of Media Practice at the University of Sydney. She is currently completing an internship with HerBusiness.
