Think of SEO Copywriting as going on a hike, knowing the secrets of the terrain will make your hiking easier and more productive.
Whether you’re a copywriter working for yourself, or you’re a part of a local content marketing agency, learning SEO will help you write more effective copy.
In every SEO strategy, SEO copywriting holds a prominent position. It’s even more challenging with the constant changes to search engine algorithms. Now and then, content writing must be fine-tuned in line with the prevailing search engine algorithm.
As we approach 2020, BERT seems to be the dominant algorithm, and understanding these rules will help to rank higher on SERPS.
To succeed in SEO Copywriting in 2020, you have to be guided by these six rules;
1. Write In The Language of Your Audience
In 2020, keyword research will be relevant but will not be enough. Your SEO Copywriting will be guided by keyword research but will be better if you understand the language of your audience.
Find out ways to get ideas on writing engaging blog posts for your audience. And then, get to keyword research.
Aside from the keyword research tools, you’ll be using; there’s also another free resource that you must often use in 2020, it’s the related searches section. You’ll always find it at the bottom of the search results.
Imagine you are a graphics designer in a digital marketing agency, and you are tasked with writing a blog post on “Infographics for SEO.” If you can incorporate as many as possible of the search queries found in the related search section, you are closer to your goal of ranking on search engines.
2. Don’t Be Too Focused on SEO
Of course, SEO is important, but writing for just SEO might not get you anywhere. Google algorithm is getting advanced every day to understanding what the users want. When writing, catering for user needs should be at the forefront, any other thing is secondary.
If you focus your primary attention on creating evergreen and valuable content, Google will also reward you with a vantage point on the SERPs. Your readers should be FIRST and make it remarkable.
Learning how to do SEO like a professional will help you produce more effective content in the long run.
3. Always Write With Keyword Intent in Mind
Google intends to deliver quality search results consistently. If as an SEO Copywriter, your content closely matches keyword intent, expect to be rewarded by Google. Keyword intent is understanding the reason why people search for your target keywords. Keyword intent could either be navigational, commercial or informational.
Think deeply about what users need with that keyword and give it to them. Look at this scenario, if you target “type of insurance” intending to provide direction to your business office, this will be a miss. Whoever searches for “types of insurance” needs information and not direction.
4. Be Concise and Relevant
This is SEO copywriting and not a journal paper. Writing a lengthy introduction is a recipe for failure. What you’ll find at the top of SERPs is only relevant content, that’s what Google wants. As much as you’ll want to write with the keyword intent in mind, ensuring its appropriate is also essential.
Right from the introductory lines of your copy, shot at your major keywords. If possible, ensure you shoot within the first 50 words of your content. There’s a reason why SEO plugins emphasize keywords in the opening sentence.
5. Never Practice Keywords Stuffing
Let’s balance it. Because we ask you to write with keyword intent in mind and do it early does not mean you should stuff your SEO copy. There’s a vast difference between natural writing with the keyword in mind, and finding a way to increase the keyword density.
While the former is ethical and fair, the latter is not only frowned at by Google but also punished.
6. Your Headline Should Be Better Than Before
In 2020, there’s no room for spending hours on a 1000 words blog post and devote just 30 seconds to your headline and sub-headings. Let’s paint this analogy, imagine a car designer investing years into the interior of a sports car, but in the end, shabbily worked on the exterior, no one would look at the car twice.
The reason why no one is reading your content despite your SEO effort could very well be due to the quality and nature of your headlines. Always aim for a click-worthy headline, it will lead to a high click-through rate, which translates to better organic ranking.