10 SEO writing tips to improve your content

What is SEO copywriting? In a nutshell, it’s creating SEO optimized content that ranks well in search engine results pages and answers users’ questions.

In this guide, we’ll go over the basics and give 10 tips that will help you become a top-notch writer.

What is SEO copywriting?

Before we dive into the specifics of copywriting, let’s start at the beginning: what is SEO?

SEO, or search engine optimization, is the ongoing maintenance of your site’s presence on the web so that it ranks well in search engines.

SEO encompasses many subcategories, including local business directories, technical fixes and – you guessed it – content.

Writers typically create a variety of content deliverables based on the client’s needs, including:

  • Blog posts
  • Web pages
  • Ebooks
  • Announcement texts
  • Website content

Is SEO important in copywriting?

SEO copywriting is the process of using keyword research and SEO strategies to create web content for users.

Search engine crawlers prioritize content that is useful to users, and that’s where copywriting comes in.

Does a copywriter need to know about SEO?

While copywriters don’t necessarily need to have in-depth knowledge of technical SEO, they do need to know SEO best practices.

From keyword research to developing organized and optimized content, a copywriter’s work can have a huge impact on a page’s performance.

SEO copywriting isn’t just about writing copy and sprinkling it with a few keywords. Since search engines favor content that meets the needs of users, writing “for SEO” and “for users” are essentially the same thing.

So how do you become an SEO writer? If you want to learn how to write for search engines, being a good writer is a good start.

But you also need to keep user experience and SEO best practices in mind when writing your copy. For example, it’s best to use short paragraphs and visually highlight information with bulleted lists and graphics when you can.

If you don’t have the time to write your own content or don’t have enough experience in this area, it makes sense to hire a professional writer with a strong background in SEO and content strategy.

Here are three good reasons to invest in SEO copywriting for your business:

  • Attract qualified traffic based on the keywords your content targets.
  • Build trust by providing answers to the questions your audience has.
  • Convince readers to take action (download your app, subscribe to your podcast, make a purchase, etc.)

10 steps to successful SEO copywriting

A successful content doesn’tIt’s not just about what you see. We’ll cover everything from choosing keywords to identifying search intent to creating the text.

1. Find the right keywords

The first step for any copywriter is to identify the keywords before writing.

Targeting the right keywords while keeping the search intent in mind is a great start to any copywriting job.

Keyword Magic Tool can help you find accessible keywords in your industry:

  • Start by entering a primary search term, or “root” keyword
  • Apply filters to organize results by search volume, keyword difficulty or other metrics
  • Check the intent of the keywords you’ve chosen (more on this later) to see if they match your goals

Pro tip: The left-hand column of this tool allows users to see groupings of related keywords. This is an easy way to find semantic keywords or questions related to your topic.

2. Find the questions people are asking

The idea of a search engine is to make finding information as easy as possible. That’s why Google continues to develop SERP features; users don’t even have to click on a page to get results.

Predicting your users’ questions is a great way to organize your content.

However, it’s also a great way to target SERP features, such as the Other Asked Questions (OAP) section.

There are several SEO tools that can help you find questions related to your topic and keywords:

You can also use our Topic Research tool, which provides headlines, related questions and more based on the keyword you enter.

Once you’ve identified the most popular topics, develop content that provides more value than your competitors’ pages.

Do you have to add all the results to your page? Not at all. Only those that are relevant to your business.

For example, not all car dealerships offer repairs. So a car dealership without this type of service doesn’t have to create content geared towards car repairs.

3. Identify and map search intent

Content and user intent should vary depending on where the user is in their customer journey. Your keywords should therefore also vary according to the different intents.

Finding “keyword intent” simply means identifying why a user enters a particular search term.

One of the advantages of our tools is that we have automated this step for you. You can view keyword intent in the following Semrush tools:

  • Domain Overview
  • Organic search
  • Position tracking
  • Keyword overview
  • Keyword possibilities
  • Keyword Magic Tool
  • Keyword Manager

But first, let’s take a look at-Let’s take a look at the four types of search intent:

  • Informational: users want to find more information about a specific topic, product or industry. Example: “the best coffee machines”.
  • Navigational: Users intend to visit a specific site or page. Example: “types of Nespresso coffee machines”.
  • Commercial: users are considering a purchase and want to explore their options. Example: “compare coffee machines”.
  • Transactional: users want to buy a product or service. Example: “buy a new Nespresso coffee machine”.

Let’s say your company sells tomato plants and accessories for tomato plants. You want customers to visit your site with the commercial intention of comparing and eventually buying.

Then do a broad search for “tomato plant” in Keyword Magic Tool. You’ll find lots of information, including search intent and difficulty.

Use the business intent filter. You can see that “where to find,” “producer,” and “different” are the top three keywords users search for.

Armed with this information, you should target these keywords to match the user’s business search intent.

4. Review your competitors’ articles for your target keywords

Use I Search From or a Chrome Incognito window to see how your competitors are ranking in the SERPs.

You can also use Keyword Overview to get a detailed analysis of the SERP for that keyword.

Keep in mind, however, that it’s important to manually audit the first few pages of the SERP. This will help you create a page that is even more useful than those of your competitors.

In addition, Semrush makes it easy to get on-demand SEO recommendations. Use SEO Content Template to:

  • Find out how your top 10 competitors are using your target keywords in their articles
  • Know the semantically related keywords in their articles
  • See the readability score of competitors’ pages
  • Determine the length of competitors’ pages

You can export this data to prepare a draft content or start building your content using SEO Writing Assistant.

5. Gather original data

One tactic to engage readers is to share original data and case studies. Not only can this help you generate backlinks, but it can also solidify your company as a leader in your field.

Hire a freelancer? Keep in mind that they may not have access to your company’s data. They may need background information or statistics before writing an article.

An in-house writer may also not have all the information, which is why data collection is essential. Here are different ways to get data for a case study or original research paper:

  • Tap into social networks: mSet up polls on your social networks and ask your followers about their preferences, lifestyles, etc. If you share your survey results, other writers in your industry will likely find the results useful.
  • Discover patterns in sales data: if you’re an in-house writer, you probably have a wealth of data. This can be especially helpful when industries are under pressure (positive or negative). In-house writers tend to look for reliable sources of statistics and data.
  • Incorporate user-generated content: there’s no better advertising than direct recommendations from your customers. Ask your customers to share success stories with statistics on how your product or service has helped them. For example: A premium game creator experiences an 850% increase in organic sessions thanks to Semrush.

Using original data and visuals encourages readers to share your post on social media and hopefully leads to backlinks.

6. Optimize your title, meta title and meta description

When viewing the SERPs, readers first see the page’s meta title and meta description


And once they are on the page, the title is the first thing they will see. By making sure your meta title and meta description are clear, you can improve your organic click-through rate and increase page views.

Note that Google may change your meta on the SERP based on the user’s query. However, it’s still important to provide a title or description that is optimized for search engines and users.

Your title tag and meta description should help users and search engines determine what your content is about. Even if Google decides to change things, you will be in good shape as long as your page contains quality content.

Meta Title

  • Is unique and includes your target keyword.
  • Is between 55 and 60 characters long. Google shortens title tags that are longer than 55-60 characters. There is also a limit of 600 pixels in width (which may vary depending on the device).
  • Send a message that exactly matches the content and search intent. If the content doesn’t meet users’ expectations, they will leave the page after clicking on the title.

Meta Description

  • Contains target keywords.
  • Includes calls-to-action and/or targets an emotion.
  • Meta descriptions can be any length, but Google usually shortens them to 155-160 characters. For…

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