SEO versus traditional copywriting
To business owners, the term SEO can be both mystifying and stressful. Ever uttered, ‘What does it mean? How much will it cost me, and do I really have to be bothered?’. No doubt. It can be mind-boggling, and these are all good questions. So, allow me to give you a crash course in SEO vs traditional copywriting from the perspective of someone who dabbles in both.
LET’S GET CLEAR ABOUT COPYWRITING
What is it? In my humble opinion, it’s the art of strategically delivering words to persuade a person to take action. By ‘take action’ I mean things like, subscribe to your newsletter, follow you on social media, engage with your brand, book in for a consultation or buy your product or service. Effective copywriting should let the reader know what problem you’re solving, instill trust, and inspire action.
When I talk about SEO copywriting, I’m referring to website copywriting.
SEO copywriters produce copy that appeals to both the human reader and search engines, so their client’s site ranks well and their content includes the keywords their prospects are punching into Google.
WHY EVERYONE KEEPS BANGING ON ABOUT SEO
When you land on a website, the first thing you do is form an opinion about that company (in about three seconds, actually). If you can’t grab your customers by the throat and give them a compelling reason to stick around, they’ll head to your competitor’s site in the click of a mouse.
Powerful branding and a brilliant copy are the one-two combination you need to keep those visitors on your site and engaged, so it’s important to get it right – fast.
But being able to be found (in the search results) by your customers in the first place, is arguable as (if not more) important, and this comes down to your SEO.
Think of Google as that jerky nightclub bouncer who decides to only let the ‘hot chicks’ in, leaving everyone else to stand out in the cold.
The hot chicks are websites with great SEO.
IT’S ALL ABOUT BALANCE
As my Naturopath keeps telling me, ‘It’s important to have balance,” and the same advice applies to copywriting. An effective piece of copy should feature a beautiful blend of strategic keywords and tell an inspiring story.
My hot tip: write your copy with the human reader in mind then go back (or get an SEO copywriter to) and add your magical keywords.
Here’s an example of what not to do, using the keyword ‘high-waisted jeans’.
“Nothing beats a good pair of high-waisted jeans. It’s a staple item in most women’s wardrobes. The best-fitting high-waisted jeans will sit just above your belly button, hug your figure nicely and, most importantly, be kind to your bank account. High-waisted jeans are stocked by most online stores these days, but we recommend trying on your high-waisted jeans in one of our local stores for the best fit.”
This would be more effective:
“I named them Angelina, after the actress. I’d always been besotted by her and thought she was so sexy and elegant. Exactly how my black high-waisted jeans make me feel. They fit like a glove, hugging my legs and cupping my bum in just the right places. I’m still of the view that a good pair of high-waisted jeans is a MUST in any modern woman’s wardrobe.”
WHICH BRINGS US TO KEYWORD STUFFING
The first example of writing is a fine example of what we call keyword stuffing. Or, completely disregarding the human reader in favour of writing for search engines.
The writing is mechanical and heartless and is basically just an ugly string of keywords.
If annoying your reader isn’t bad enough, we should mention that there are penalties for keyword stuffing, and the rules are always changing, so it’s important to keep your finger on the pulse.
KEYWORD RESEARCH FOR OPTIMISED PAGES
So where do these magical keywords come from? Glad you asked! Enter ‘Keyword research’. Google alone fields more than a billion search queries per month. (Yes, that’s just per month). Keyword research just means that someone is researching and choosing words and phrases that your customers will likely use when searching for products or services relevant to your business. It’s tedious and time-consuming, and not everyone has the patience for it, but it is THE most critical aspect of SEO copywriting because, without these insightful words, your SEO efforts are irrelevant.
CAN I D.I.Y SEO?
Of course! You can have a crack at it, and to get you started, we suggest checking out these helpful online tools:
1. Keyword Explorer a free resource by Moz
2. Hubspot has another keyword research tool that I love (and it’s available on a 30-day free trial)
3. Lastly, Google Keyword Planner has a research tool that WAS ONCE great. But, alas, the good folk of Google cottoned on to everyone using their keyword planner for free (without starting a paid campaign) and have now changed the way it works. The results weren’t as accurate as they once were. However, it is still a fab tool if you pay to set up a campaign, so it gets a mention here.
If after reading this, you’re still feeling perplexed about SEO copywriting and would like a hand navigating this tricky task, get in touch for a chat (or a vent) and I’ll do my best to set you on a clear path to being discoverable on the www.