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What is SEO Content Writing? Hint, It’s Not All About Keywords

Most SEO companies and SEO consultants at some point will mention SEO content writing or creating content for SEO, but what is it, and how do you do it effectively. Keywords and SEO go hand in hand. But when it comes to your content, keywords are only a fraction of what you need to consider. In this article, we outline everything you need to know to have great content that’s optimized for SEO.

Why SEO-Friendly Content is Important for Growth

If you want to rank high with Google – and trust us, you do – then you have to have an SEO plan in place, and that includes SEO-friendly content. SEO copywriting isn’t just your run-of-the-mill article writing. Your copy will play a huge role in your Google rankings and how much traffic you can drive to your site. And if you want to grow your business, you’ve got to have traffic that leads to conversions. By having great content, you’ll prove to users and Google alike that you have solutions that your competitors don’t, ranking you higher in the minds of your audience and in the eyes of Google’s web crawlers.

11 Things that Define Great SEO Copy

There are so many ways that you can optimize your SEO. Below are 11 factors that you must consider when crafting your SEO copy.

It’s Written to a Specific Audience

First thing’s first: who are you trying to reach? Determining your target audience then getting to know them out to be first on your list when it comes to your SEO strategy. Figure out what makes your business special. What solutions do you provide? Now, what kind of people would be interested in what you have to offer? Think about age, ethnicity, income level, interests, gender, or any other demographic factors that might come into play with your specific product. Then write to and for those people. Use language they use and understand and hit on ideas that are relevant to their needs.

It Takes Advantage of Meta Content

When creating meta titles and descriptions, make it count by maxing out your character limit. It’s there, and it’s free. Why not work it in your favor? Also, don’t skimp on catchy, creative writing. The internet is full your competitors trying to outwork and outsell you. Write meta that causes users to stop, read, then head to your page.

Headlines are Compelling

If your headlines and article titles are boring, your audience will assume that the rest of your content and services are too. This might sound a little dramatic, but your headlines should be compelling. We’ll even go so far as to say they should evoke emotion from the reader. Your headlines are the very first taste of you that a user gets. Make sure they get past that headline and into the bulk of your article by drawing them in with copy that compels.

It’s Useful

If you’ve heard the word “useful” once in SEO talk, you’ve heard it a thousand times. That’s because being useful to users is one of the most important SEO strategies you can employ. But how exactly do you do this? While there isn’t a black and white answer to this question, you can work to write content that your audience wants to read. If they have a question, answer it, and provide the very best answer or solution out there. Show them that you can fix their problems better than anyone else, and they’ll come to you every time.

Pro Tip 1: Long-form content usually performs better than shorter generic content, so make sure you are providing depth within your articles.

It’s Easy to Consume

One of the challenges with longer form content, is that may copywriters don’t add headings to define each topic section within the article. This causes the content to have one paragraph after another, without any regard to how users consume content – which in most cases is by scanning.

Having headings that define what sections of the article is about is great for usability, content consumption, engagement, and helps Google better understand and rank the content.

Pro Tip 2: Use a table of contents on your blog posts to help users jump to sections within the article. This also has SERP benefits, wherein Google will use the TOC links as site links under your listings. The Jump to links are pulled from the table of contents area.

Even Images are Strategically Described

You absolutely need to include images on your pages. That’s basic SEO. But don’t stop at just sticking screenshots onto your pages. Try to include more interactive graphics that allows visitors to your page to navigate toward the content you’ve mentioned. Include informative descriptions or concise yet detailed explanations under your images to utilize every last word on your site.

Anchor Text is Utilized

When you’ve embedded links into your copy, you’re giving yourself yet another opportunity to optimize your content for your SEO. Many times, you’ll see links embedded in commands like “click here” or “learn more.” But by choosing generic phrases like these, you’re missing out on a chance to use that text to your advantage.

When you embed links, use descriptive, interesting copy to show your site visitors exactly what they can expect when they click on your links. If the point of your web copy is to sell, then use your anchor text to guide users along in the buying process. Make the text specific and help users find exactly what they’re looking for.

Keywords are Used Appropriately

Keywords are important when you’re considering your SEO and your content. After all, your keywords are what Google will look at when trying to match a query to a site that will provide the best solution for the user. But you want to use your keywords strategically.

When you try to cram as many keywords as possible into your site, it’s called keyword stuffing, and Google hates it. Contrary to what you’re trying to accomplish, Google’s web crawlers can sniff out when you’re keyword stuffing, and they actually downrank you for it. Keyword stuffing is not considered to be useful or helpful, so sites that do use too many keywords will find themselves at the bottom of the SERPs.

Ad and Landing Page Copy Matches

You practice excellent SEO because you want to convert site visitors into customers, and one of the best ways to do this is to give them exactly what they’re looking for. When a user enters their query and comes to the results page, they’re met with several options to choose from. You want to make sure your ad copy is as close to your page copy as possible. The user shouldn’t be confused when they click on your link and come to your landing page. Match the copy so they get exactly what they want. Instant gratification on this level ups the chances of the user becoming a customer.

It Gets to the Point

When a visitor comes to your site, you have just seconds to reel them in. They can’t be bothered to meticulously read through a few paragraphs of content for you to prove that you’re the answer to their problems. Structure your content in such a way that you can say what you need to say without dragging users through your entire site.

Know that, for the most part, users will never read all of your copy. Whatever you want them to take away, state it in the first two paragraphs. Make sure your title, subheadings, and early sentences include the key concepts and information you want readers to grasp.

It’s Linkable

Link building is the process of getting other quality sites to link back to your sites. Building links is huge for your SEO because it shows Google that your site, and your content, is reputable, authoritative, and trustworthy. If your copy is worthy of being cited, then it will be a useful resource to users. And by now you know that Google wants to provide its users with the best possible experience.

Improve Your Rankings with Copy Built for SEO

If you want to rank higher, drive more traffic to your site, and be a better resource for your audience, you’ve got to craft your website’s copy with SEO strategies in mind. And now, you’ve got the tools you need to utilize all of the words on your site to optimize your SEO, benefitting both the user and your business.

Thanks for reading "What is SEO Content Writing? Hint, It’s Not All About Keywords", by the Linchpin Team in Chicago, Raleigh, and Wake Forest.

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