The rapidly evolving processes in SEO content creation and online search engine optimization are inevitably changing the nature of copywriting services. Today, every self-respecting copywriter must be aware of some basic principles in SEO content marketing in order to be able to offer a competitive service to their clients. Here we will talk about SEO content.
SEO is a complex process that aims to bring a website to the top positions in Google when searching for a specific keyword. It combines components of programming, web design, digital marketing, PR, and of course, copywriting and content creation.
SEO is implemented through various techniques and schools, for which it is not easy to draw general rules. However, when it comes to SEO content, there are several universal components that copywriters should pay special attention to, namely:
Text structure
First of all, it is extremely important to pay attention to the correct "architecture" of the text. It makes it clear, readable and engaging , naturally helping to make the content easier to understand. Good SEO content should have:
- A sufficient number of subheadings highlighting the main semantic parts of the text so that its content becomes clear at first glance;
- Numbered lists and bullet points, which make the text readable and emphasize the important information it provides to the reader;
- Short and catchy paragraphs – without “walls” of text, without unnecessary lyrical digressions, without overly long and complex sentences.
The correct structure ensures both smoother readability of your SEO content and more precise optimization, as subheadings and paragraphs are later transformed into so-called H1-H6 tagswhich we already talked about some time ago.
Keyword saturation
Keyword saturation is one of the components of SEO that suffers the most serious variations across different SEO schools. Copywriters will face different client requirements – from 4% saturation with a certain word or phrase, through a huge list of phrases that should be mentioned only once in the text, to the lack of any requirements for this paragraph.
Here's the most important thing you need to know about keyword and phrase saturation in SEO content:
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- Keywords are subject to preliminary research, conducted by SEO specialists. Self-syndicated keyword selection by the copywriter rarely has much meaning or effect;
- The saturation percentage should be consulted with the specific SEO specialist working on the client's site. He responds to the approach and overall idea, which is why he does not tolerate arbitrariness;
- Keywords should be present in the title and subtitles of the text, in the first and last paragraphs. They should be harmoniously "scattered" throughout the text so that what is written both sounds good to the reader and looks good to the search engine algorithms.
When you get your list of keyword phrases, keep some important rules in mind: you no you can to change their number or add conjunctions and prepositions, but at the expense of this you can to join them, as well as to add various punctuation marks.
SEO content
Of course, along with all the “technical” details, the copywriter must also think about the quality of the SEO content offered. It should be:
- Unique – no rewriting, copying, paraphrasing, etc. This is not only the essence of the copywriting profession, but also a crucial factor for successful SEO;
- Relevant, informative and up-to-date. The text should bring added value to the reader in the form of knowledge, advice, important and useful information. This is the basis for quality link building and implementing successful content marketing;
- Matching the audience profile, of the previously conducted marketing research and the semantic core of the optimized website. To this end, it is important to have active communication about the text's goals between the SEO, marketing and copywriting agencies working on a common project.
Internal and external links
Often, adding internal and external links to the text also remains the responsibility of SEO specialists. If this important task falls to the copywriter, he should be aware of the following general points:
- Internal links they should naturally and unobtrusively lead to other parts of the site, to offered products, services or articles in the blog section. It is important that these links appear in the text logically and as a "solution" to a previously posed problem;
- External links should lead to reliable and authoritative sources. Their quantity should not be at the expense of the quality of the referenced reference, because this could achieve the opposite effect.
Placing these links should always be coordinated with the author of the text, and not done at the discretion of the author. It is a delicate component of SEO, so always be sure of what exactly is required of you before implementing it.
Length
Naturally, the length of the text depends primarily on the client's wishes and budget. However, for the purposes of optimization through SEO content, some good practices can be defined that should be taken into account:
- The minimum text length should be around 300-400 wordsin order to achieve both meaningful keyword saturation and a better level of informativeness of the text itself;
- Length matters for SEO content optimization. Google, among other major online search engines, loves expert, comprehensive materials with high added value for the user. SEO marketing is a niche in which texts start at 1000 words, reaching even 2000-2500 words, depending on the topic and goals of the material.
Often, customers themselves feel unsure about the meaning of long texts, assuming that “consumers don’t like to read.” This is not exactly the case. Consumers may skip over a long, chaotic, and useless text, but materials that provide serious information, presented in an accessible and well-structured manner, are and always will be a huge plus for any self-respecting business.
In conclusion we can say that copywriters are rarely SEO specialists, and vice versa – SEO companies are often looking for an option for outsourcing for creating SEO content. This is not only a natural process, but also extremely important for the final product - when everyone does what they are best at, things invariably happen exactly as they should.
One of the most crucial prerequisites for this success is the synchronization between the individual teams working on the project. The copywriter’s task is to understand and implement all the requirements: both of the SEO specialists and of the client himself. Often, this synchronization requires asking a dozen questions and maintaining active communication across all channels. When some of the above-listed components of the text are not specified by the client – it is appropriate to seek feedback to get the necessary information.
