Writing content today does not end with keyword stuffing. You need to write both for readers and search engines, focusing on the content quality first of all. SEO copywriting is an art. It is the art of writing content in such a way that it would appeal to people and search engine algorithms.
So, how to write blog posts that won’t get penalized and deleted from search results but would gain a place on Google’s first page and in readers’ hearts? Here are our tips on how to improve your copywriting for better search rankings.
1. Use Attention-Grabbing Headlines
Every article starts with a headline that can potentially generate you more clicks. As David Ogilvy said, “when you have written your headline, you have spent eighty cents out of your dollar.” Your task is to make it appealing for readers and search engine crawlers.
There are certain types of headlines that increase user engagement with your content. For example, try to include numbers in your headline. Just look at the name of this article. You get it, right? Headlines with words ‘How to,’ ‘Top 10,’ ‘Best way,’ ‘Quick guide,’ ‘Step-by-step ‘ work great too.
Another important rule for building a compelling headline is including the main keyword in it. However, remember that making it attractive for readers is your priority, and you should not sacrifice it for the keyword inclusion.
2. Choose Relevant Keywords
Keywords are vital for SEO optimization. But the question is how to choose the ones that will improve your search ranking?
The main rule is to use long-tail keywords. These are the keywords that consist of three or four keyword phrases which are very specific to what you are writing about.
Let’s say your site is dedicated to machine learning. In this case, ‘machine learning’ is your head keyword. It is very popular and has an extremely high search volume, which makes it really competitive. As a result, it is almost impossible to rank well among huge brands. Your solution is the use of long-tail keywords like “how to use machine learning,” “what machine learning is used for,” “machine learning model,” “machine learning trends,” etc.
Such keywords have a lower monthly search volume, but they target your audience better. As various studies show, people who use long-term keywords in their search requests are closer to the point of purchase. Additionally, it is easier to rank well among other companies targeting the same long-term keyword.
3. Use LSI Keywords
As you might already know, LSI (Latent Semantic Indexing) keywords are essential for SEO-optimized copywriting. These are terms that are related to the context of your keyword. When you look for something in Google, these keywords can be found at the bottom of a search page in the section “Searches related to…”
There are also specific tools that can be used for the LSI keywords search (Keys4up, LSI Graph, LSI Keywords, and many others).
4. Put Main Keywords in Title Tags
Did you know that you can use different titles for an article: one on a post’s page and the other in search results? The latter is called a meta title tag. You need to include the main keyword both in a headline and a title tag.
A title tag should be between 60 and 70 characters with spaces as Google truncates longer titles. So, put the primary keyword as close to the beginning as possible.
5. Avoid Keyword Stuffing
Keyword stuffing ruled the scene a couple of years ago. Google has changed its algorithm since then and now penalizes websites that still use this approach.
When picking keywords, choose one main keyword that should be used most often throughout your text. Pay attention to its frequency and density to keep it within the recommended limits.
Your keyword list should also contain additional keywords that will enrich the semantics of your text and help Google understand the context of your content.
6. Grab Attention with Meta Description
The meta description provides a concise summary of a web page. Readers see it in search results before clicking on the post. It gives them a fast insight into the theme of a post and helps them understand whether it will be relevant and helpful or not.
How do you make meta descriptions that stand out from thousands of others?
Ask questions that resonate with users. For example, we could use such a description for this article, “How to increase the search ranking of your copywriting? Read the article to learn what practices will help you rank well and win the hearts of readers.”
7. Include Internal and External Links
Internal and external links add more value to your articles in the eyes of search engines. They also help create a broader user experience by providing readers with relevant information. With such links, you can highlight the main points in articles and cite external sources.
8. Try to Outrank the Featured Snippet
It is great to be ranked on the first page of Google search; it is even better for your article to become a featured snippet.
A featured snippet is like the #0 position on the first page of search results. Almost all featured snippets are articles from the first page. To compete with them, you need to understand what question they answer.
This question should become your main keyword for the section. You can create snippet bait – a block of text, usually 40-60 words long, that specifically targets the featured snippet. Your answer should be straightforward and presented in the form of a paragraph, list or a table. Don’t forget that in any case, its placement in the content should look natural to the human eye.
9. Include Alt Texts
Including alternative (alt) attributes is not only a good tone but a great practice for a better search ranking. An alt text should describe an image and provide information for visitors who may be unable to see the image. The text should be short and relevant to the content of the image and contain keywords.
10. Create Long-Form Content
Search engine algorithms give high credit to long-form content because it is believed to provide the highest value to readers. If you want to rank high among competitors, long articles should be your secret tool.
Various reports have discovered that content with ~2000 words rank in search results better. The length of content directly affects your position.
“Content is king” (Bill Gates). This statement is truer today than it has ever been before.
Good copywriting is your tool for creating a better user experience, building a more extensive online presence and improving search rankings.