In this post, we’re giving you a comprehensive guide to everything you need to know about SEO copywriting, writing content for websites, blogs, and any other content you intend to publish online.

This guide is intended primarily for professional copywriters and endeavours to thoroughly cover the key points, techniques, and practical methodologies of producing optimised content on behalf of clients seeking to improve upon the visibility which they enjoy in search engines page results, (alt. SERPS), social media, etc., and thereupon generate engagement (e.g. leads and/or sales) through various forms of content. A description which perhaps also doubles as the primary task faced by any modern-day digital copywriter.

What is SEO copywriting?

Although precise definitions may admittedly vary from one source to the next, SEO-copywriting is essentially the process of trying to figure out and then accommodating what a given target audience will most likely find interesting, informative, and relevant to the topic at hand. This, while simultaneously building upon the technical requirements a search engine, such as Google, examines to determine the ranking of a page and/or website in search engine page results.

When done correctly, SEO copywriting provides a given client with an edge over the competition, it makes you more visible, it helps attract more visitors to your site; and let’s not forget, it delivers value to your audience; something Google still, to this day, applauds and rewards.

Established entities in the field provide more insight

According to a joint study[1] conducted in 2018 by the online visibility management and content marketing SaaS platform SEMrush, and in conjunction with the Content Marketing Institute, (alt. CMI); the number one challenge faced by modern SEO copywriters is the compromise which must inevitably take place between optimising content for search engines and the creative aspects of being a good writer. Which, the study in question makes it clear, is not always a straightforward task. However, once you have found the proper balance, as it were, you will be virtually invaluable as to the ever-growing demand for engaging online content.

If you have old content on your website, that does not account for new SEO copywriting guidelines; then you might find it hard to attract new, organic visitors to your website. Updating your website content is a great way to optimise your existing content while improving the SEO and ultimately boosting your visibility online.

What is SEO copywriting technique?

SEO copywriting employs many of the same basic techniques used by what we have chosen to describe as being ‘conventional’ copywriters. Essentially, their seminal aspiration is to capture the hearts and minds of a target audience—to engage them into purchasing a given product, subscribing to a service, altering their perception of a subject matter, and so forth. Conversely, an SEO copywriter will commonly attempt to do the same, while also taking care to create their content relative to his and/or her understanding of search engine algorithms, keywords, metadata, click-through-rates, what can and cannot be easily shared on social media, and so on.

Can anyone become an SEO copywriter?

The short answer is ‘yes.’ Technically speaking, virtually anyone with a basic comprehension for written language could theoretically apply the various methodologies and frameworks of a professional copywriter. However, there is something to be said about the difference between being a copywriter and being a good copywriter. The latter of which can easily be identified by the fact that he and/or she will consistently produce engagement through his and/or her work. Whereas the former, to put it bluntly, will not. Then again, it is also a fact that very few things in this world are truly impossible as long as you are willing to work hard enough.

How do I learn SEO copywriting?

The specific road which guides someone with no practical experience toward the ultimate goal of becoming a professional copywriter cannot be defined beyond mere generalisations, but doing your homework is unquestionably a good place to start. Which is presumably why you have come across this guide, to begin with, and whose main chapters will provide you with a thorough understanding as to how to create effective content in the role of professional copywriter.

“Let’s get to the heart of the matter. The power, the force, the overwhelming urge to own that makes advertising work, comes from the market itself, and not from the copy. Copy cannot create a desire for a product. It can only take the hopes, dreams, fears, and desires that already exist in the hearts of millions of people, and focus those already existing desires onto a particular product. This is the copy writer’s task: not to create this mass desire – but to channel and direct it.” – Eugene Schwartz

Briefly on blog topic planning

In recent years, the demand for targeted SEO copywriting has increased exponentially, and one of the main areas which fall into this increase in demand is that of corporate blog content. And although specific topics may be as unique and varied as your clients themselves, one of the key aspects of creating properly optimised blog content is that of ‘blog topic planning.’[2] Which might be described as being the combination of SEO research and subsequent keyword planning to produce leads and/or sales on behalf of a client through engaging and – perhaps most importantly – relevant blog-based content.

Suppose you managed to predict and/or automatically know parts of the above description before reading it through. In that case, congratulations are perhaps in order, as your attention span – and thereby your innate ability to process and apply information – is already greater than some of the readers your work will unquestionably encounter.

Conversely, if you did not manage to predict and/or automatically know parts of said descriptions before reading it through, please don’t worry, as it does not reflect an inability to garner a good fundamental overview of the basics of planning, and other topics like it, in the sections to come.

However, you may want to consider it an example of the fact that knowing your audience, and inherently understanding what they will respond to, is one of the key aspects of efficient copywriting – whether it be for digital copywriting or any other form of media.

How do I write for search engine optimisation in 2020?

Regardless of whether you are entirely new to the profession of SEO copywriting, or someone who has already established themselves in the field, every single one of us has additional room for learning new things and thereby hopefully improve upon preexisting abilities. For this purpose, what follows is a guided deconstruction of the main things an SEO copywriter should know in 2020.

As a professional copywriting agency, we take great pride in writing content for all kinds of SEO requirements. If you’re considering starting a blog for your company, here’s a great article covering some of the benefits of writing a business blog.

Recognise the importance of the correct approach

According to studies which have been conducted on the subject of SEO copywriting, the top-3 websites listed in search engine pages results tend to dominate in the forever competitive marketplace of content and receive more than 66% of all clicks.[3] This means that your content should ideally always endeavour to reach this goal, and the good news is that you have a perfectly reasonable chance of accomplishing it as long as you are targeting the keywords[4] which will guide readers to your copy.

Before we proceed, it should also be mentioned that although the art of SEO copywriting was an incredibly straightforward process in the early days of the internet and search engines, alike, crude methods in the style of, e.g. ‘keyword stuffing,’[5] (i.e. jamming your content full of irrelevant keywords in an attempt to manipulate rankings), are no longer a viable recourse. The reason being is that most search engines have developed advanced algorithms to combat what is generally considered to be practices equating to a negative search engine user experience. These same algorithms may even penalise a page and/or website which it finds engaging in these types of behaviours.

Google provides several good examples of what it considers keyword stuffing on its support pages.[6] These examples include things such as “lists of phone numbers without substantial added value,” “blocks of text listing cities and states a webpage is trying to rank for,” and “repeating the same words or phrases so often that it sounds unnatural.”

These are all things to avoid AT ALL COSTS.

Technology is your friend

Although it is perfectly conceivable that a determined-enough individual with no specialised tools whatsoever could take it upon themselves to study endless hordes of complex data and after that produce perfectly-optimised SEO copywriting; there is no practical reason to do so. The latter being an argument we make due to the fact that there are several online resources which can make the process of being an effective copywriter a relatively easy one. It is among these same resources that we find SEMrush.

Founded in 2008 by a group of SEO and IT specialists, SEMrush is one of the largest providers of services within the field of online research and marketing. It offers several practical tools which you will most likely come to appreciate, as have countless others before you, in your role as an SEO copywriter. We examine some of these tools below.

Keyword overview

One of the main tools which SEMrush makes available is the ‘keyword overview’ tool,[7] which allows a user to garner a detailed understanding of the popularity and therefore, the applicability of a keyword. As seen in the image below, the keyword overview tool provides information in categories such as the global volume of searches, search engine result page results, trends, as well as the difficulty which the chosen keyword, “Nespresso,” would face relative to the effort of ranking on the first search engine page result of Google.

keyword research for seo copywriting
*SEMrush keyword overview producing results for the search term, “Nespresso.”

The keyword overview tool also provides a detailed analysis of competitors, the structure of their backlinks, URL keywords, and organic metrics as to their position on the search engine result pages of Google. All of which gives you a tremendous opportunity to determine the most effective keyword-based approach.

Keyword magic tool

An accompanying option to the keyword overview tool is the ‘keyword magic tool,’[8] which allows users to target related keywords and ‘entities,’[9] also known as the things examined by an advanced system of Google algorithms which rank content based on key factors such as ‘relatedness,’ ‘notability,’ ‘contribution,’ and ‘prizes’. Which is to say, the keyword magic tool allows you to identify a detailed list of terminology which you should work into your content, and when employed in unison with the keyword overview tool, the keyword magic tool will allow you to identify the ideal keywords and related long-tail keywords,[10] alike.

How to research keywords
*SEMrush keyword magic tool producing phrase match results for the search term, “Nespresso.”

SEMrush has also made it possible for its users to experiment with different types of filter settings [11] when using their tools. Features which should help you to decide upon the structure of your copy regardless of what its topic may be. Specifically, as proper structure often rests upon the compilation of a list of related keywords relative to the fact that long-tail keywords may constitute a larger factor in search engine rankings than their conventional counterpart. More on this later on.

Consider making relevant questions a part of your keyword research

Answering questions is an increasingly large part of the function which most modern search engines provide. All good SEO copywriting will address audience questions clearly and concisely. Studies suggest that upward to two-thirds[12] of all people between the ages of 25 and 49 use voice-enabled technologies, (many of which employ search engines as part of their design), virtually every single day. Furthermore, Google has found that within this latter group, roughly 41% communicate with their voice-enabled technologies as if they were actual people, which means that employing question-based keyword into the content which you produce as an SEO copywriter may prove to be a successful strategy.

Popular websites such as People Also Ask on Google,[13] Quora,[14] and Reddit[15] can be a good way of determining what types of questions people generally ask about a given topic, whereas the ‘topic research’ tool provided by SEMrush will allow you to find everything from current headlines, questions, and subtopics to related searches based on your keyword(s).

the best keyword research
* SEMrush’ topic research’ tool producing results in a ‘mind map’ for the search term, “Nespresso.”
Identify and map user intent

From a strict SEO standpoint, the content of a given page and/or website should be predicated on what is commonly referred to ‘keyword intent.’ These are essentially the reasons why an individual is entering a set of keywords into a search engine, and the specific stage at which this same individual finds him- and/or herself while doing so. The latter is also known as ‘user intent’ (alt. ‘search intent’) and is conventionally divided into three separate types. Namely;

Informational intent

Wanting to find information regarding a topic, product, brand, service, industry, etc.

Navigational intent

Wanting to visit a website.

Commercial intent

Wanting to purchase a product, service, etc.

If you’re wondering why any of this truly matters for SEO copywriting best practices; an effective SEO copywriter empathises with the immediate perspective and objectives of his target audience, and after that responds accordingly with engaging and relevant content. A task which may prove to be nothing short of a gamble if you – for whatever reason – choose to ignore the inherently pivotal step of identifying and mapping user intent.

customer-centric copywriting
*An ’empathy map’ published in The Ultimate Guide to Content Marketing Strategy in 2020, by SEMrush.
Ensure that your keywords are grouped correctly

Having a proper understanding of the fact that your content should always seek to target a given user intent is also an early stage in the creation of a ‘keyword matrix.’ I.e. a detailed table (or map) of what specific keywords competing brands, companies, services, etc. are targeting as part of their content to achieve their respective ranks in search engine page results. And although opinions in terms of execution may sometimes vary, most tend to agree that every keyword matrix should fundamentally seek to build upon;

  1. A detailed group of keywords which you intend to target as part of your content, as well an understanding of what types of content will allow you to carry out the best content-keyword approach.
  2. A comprehension for how much content is required per individual keyword to meet the objectives of individuals at varying stages of the three users intents which we covered in the previous section.

Having a proper keyword matrix is particularly important when it comes to, e.g. branding, and the most successful copywriters, whether SEO copywriting oriented or otherwise, employ some variation of this technique as part of their professional lives, which is – of course – why you should, as well.

“The vast majority of products are sold because of the need for love, the fear of shame, the pride of achievement, the drive for recognition, the yearning to feel important, the urge to look attractive, the lust for power, the longing for romance, the need to feel secure, the terror of facing the unknown, the lifelong hunger for self-esteem, and so on. Emotions are the fire of human motivation; the combustible force that secretly drives most decisions to buy. When your marketing harnesses those forces correctly, you will generate explosive increases in response.”– Gary Bencivenga

Study your competitors, and then do it better

Upon successfully compiling a keyword matrix, your next course of action should consist of research targeting the pages and/or websites which already employ the keywords you have chosen while also enjoying a high rank on search engine result pages. If you discover that some of the keywords which you have chosen do not reflect high rankings, you should refrain from using them. To be more precise overall, at this stage of the process, you should;

  • Enter your keywords into the search bar of Google and thereafter examine the ten most popular search results it provides, and attempt to figure out what those pages have in common.
  • Determine which pages hold the highest rankings relative to your keywords and use them as a foundation upon which to build an optimisation and copywriting strategy which will be able to outperform your competitors.

You may also want to contemplate using the SEMrush, ‘organic research’[16] tool, as it allows users to identify the organic keywords driving traffic to a given page and/or website. The same tool is also useful for identifying and keeping track of high-volume and low-difficulty keywords based upon samples of hundreds of thousands of individual keywords, all of which can be accessed through an ‘organic keyword’ feature.

organic content and keyword research
* SEMrush’ organic research’ tool producing URL keyword results for the website, cleverpen.co.uk
Remember that your title is VERY important

One of the first things an individual will stumble upon when using search engines such as Google is the title of a given page,[17] which should always complement (i.e. work unison with) the headline of your content. Expert SEO copywriting will take care of these matters in their entirety. While the exact choices you make will be dependent upon the type of task you are faced with; a properly optimised title will;

  • Increase the frequency of organic CTR (alt. click-through-rate).
  • Increase the number of views a page and/or website receives.
  • Increase the ranking of a page and/or website in SERPs.

Furthermore, your title should seek to communicate the fact that a reader is being offered the information which they are looking for, and thereby encourage clicks. However, your title should also communicate what your content is about to the algorithms of search engines, as failing to do so may exponentially decrease your odds of visibility—a fact which we cover in more detail below.

How to write the perfect SEO-optimized title

The perfect SEO-optimized title consists of between 55 and 66 individual characters and has a maximum width-limit of 600 pixels.[18] This same title should also include your target keyword (at the front of your title tag) and seek to reflect your content accurately, as a failure to do so will result in an unnecessarily high bounce-rate and might even adversely affect your rankings in search engine result pages.[19]

A good SEO copywriter will also make sure to not repeat the same keyword over and over again to manipulate rankings, also known as keyword stuffing,[20] as this method simply does not work, while simultaneously being prohibited by the guidelines of most search engines.

Not all headlines are created equal

Much like a perfectly SEO-optimized title, a perfect headline should adhere to the 600-pixel width-limit while accurately reflecting your content, and due to fascinating studies conducted by organisations such as SEMrush, we also have a fairly good idea of what works and what doesn’t work in this area in 2020.

For example, as part of a 2019 SEMrush study on H1 tags,[21] (which tend to be the headlines of articles), headlines consisting of ‘questions,’ ‘guides,’ ‘lists,’ ‘how-tos,’ and ‘others’ were audited to determine whether or not any significant differences could be observed in terms of overall performance. The answer proved to be a resounding ‘yes,’ as the study reportedly found that titles which employed lists received as much as twice the amount of traffic when compared to other types of headlines, and twice as many shares on social media.

By comparison, a 2015 report[22] published by the marketing, sales, customer service, and CRM software platform, Hubspot, found that headlines which included bracketed clarifications outperformed headlines without such clarifications with upward to 33%. However, these same figures do not seem to hold five years down the road, suggesting that certain types of headlines may simply be predestined to decline in terms of their effectiveness. Conversely, no such decline can be observed when it comes to, e.g. the use of actionable words, (i.e. words such as ‘learn,’ ‘boost,’ ‘enhance,’ etc.), and power words, (i.e. words which serve as emotional triggers), which you may consequently want to employ as part of your overall strategy.

Four techniques to guarantee proper structure in your content

As an SEO copywriter, you will unquestionably find yourself faced with various subjects and related challenges throughout your career. Still, the fundamentals as to your ideal approach are unlikely to change within the foreseeable future. This is particularly true when it comes to the issue of structure, which is one of the most meaningful elements of any piece of properly SEO-optimized content. As luck would have it, the issue of formatting is also one of the easiest concepts to understand, and what follows are four simple techniques which will help you along the way.

1. Create a coherent overview of your topics and sub-topics by using the research you have already performed in relation to keywords, the structure of pages and/or websites which rank high in search engine page results, as well as common questions and queries.

2. Gather the sub-topics which you have chosen together to identify the number of key areas which your content should contain.

3. Position your sub-topics in a natural order to create a basic blueprint for your content. This should allow you to primarily focus on the task of writing and guarantee a natural and coherent flow of information.

4. Combine clear titles and sub-titles to allow both readers and search engine algorithms, alike, to effectively examine your website and/or page, as a failure to do so will most likely result in both poor rankings as well as overall readability. More specifically, all individual points in your content should find themselves represented by ‘H2,’ ‘H3,’ and ‘H4’ titles which also employing your target keywords and ‘front-loading’ your content with key information.

These techniques find themselves highlighted not least by a 2017 [23] study conducted by the computer user interface and user experience consulting firm, Nielsen Norman Group. They found that most people typically read in an F-shaped pattern online, (alt. simply glance through the text), and further proposes that the only true way of countering this fact is by creating engaging and properly structured content.

Your introductions should captivate the reader

Once you have settled upon a title and headline which successfully target the user intent of readers, you will need to write a captivating introduction which inspires them to keep reading. You will only have one opportunity to do this, and therefore you should always ensure that your introduction clearly states;

  • Which questions the content can answer.
  • What the content in question has to offer.
  • What solutions the reader will encounter.
  • Why the reader should keep on reading.

In addition to the points mentioned above, studies have shown that engaging readers through a humorous (read: family-friendly) tone, soliciting an emotional response, showcasing the core values[24] of, e.g. a given brand, and underlining the prospect of losing out if they fail to engage, also known as ‘FOMO,’ (alt. fear of missing out), are all methodologies to consider. Meanwhile, writing overly long and/or wordy introductions, placing the focus on yourself in terms of an immediate qualifier, and being too ‘pitchy’ (alt. selling too hard), are all generally things to avoid when it comes to writing a good introduction.

Make content flow a priority

Don Draper, the troubled but universally beloved fictional character portrayed by actor, Jon Hamm, in the AMC television series, Mad Men,[25] once perfectly summed up the job of a copywriter by stating: “Make it simple, yet, significant.” That being said, the hurdles which Mr Draper faced as part of his profession may have preceded the advent of the internet, but the principle remains the same.

Your content should always provide a reader with a reason to keep moving down the page, not least by raising and correctly answering relevant questions and by employing captivating content whose flow[26] will prevent visitors from becoming a contributor to the bounce rate which any page and/or website will inevitably encounter—regardless of the quality of what it has to offer. To this end, make sure to;

  1. Identify the hopes, fears, and pain points (alt. frustrations) of readers, and thereby ensure that your content corresponds accordingly.
  2. Ensure that your key-phrases have a natural flow—I.e. one which does not have the unmistakable appearance of being the work of an SEO copywriter.
  3. Make sure that your content is as engaging and well-written as possible, as any content without these two elements is less likely to produce engagement.

The key points mentioned above have several theoretical ways of being realised practically, of which adherence to the proper structure is arguably the most effective. Which is to say, having a blueprint for content in front of you will allow you to easily bridge the divide from one point to the next, and thereby produce content with high readability and a natural flow. Both of which are important factors not only concerning readers but also rankings in search engine page results.

Understand the basics of readability

When it comes to content, in particular concerning SEO copywriting, few aspects are as paramount as that of readability, alternatively known as the practical compromise which must take place between your ambitions as a talented writer and the task of producing engagement. For reference, studies[27] have shown that roughly half of the current population of the United States of America reads at and/or below the level of an eighth-grader, which suggests that the average American is unlikely to respond to content which may be considered advanced.

At the same time, individuals who are seeking information regarding a service which they are interested in as part of their professional lives will unquestionably produce high bounce rates if greeted by content written at an eighth-grade level or below. This is simply because such content will not correspond with their general view of professional standards. The solution to this problem is to know your audience. Alternatively, writing at an eight-grade level is perfectly acceptable if that happens to be what your target audience responds to best, whereas content aimed at professionals should never fall below that of a 12th-grade level.

Write headlines which inform on their own

A large number of readers will glance through your headlines before deciding on whether or not to read your content more thoroughly. This makes the presence of headlines which inform as to the content of individual paragraphs and/or pages on their own a useful approach. One example of this would be to state the answer to a question in a headline and thereafter elaborate in the paragraph and/or page(s) to come.

Make each paragraph coherent and informative

As is the case with headlines, most readers will glance over your paragraphs in search of the information they are interested in before deciding to read further. Because of this, you should avoid large walls of text, as they are far more difficult to work through easily, and instead employ short paragraphs which begin with key statements which are then elaborated upon as necessary.

A good rule of thumb is to produce as much white space as possible, as this will result in a better reading experience. To this end, bullet points, numbered lists, etc. are some of the most effective strategies an SEO copywriter can employ. In part, because they quickly allow the reader to identify the information which they are looking for. Short sentences are also a good idea, and to help you get there,  SEMrush offers an amazing ‘SEO writing assistant’[28] tool which suggests improvements, rates originality, analyses the overall readability and SEO-friendliness of content, and more.

“Probably the biggest thing or biggest ‘aha’ moment I had with the process of copywriting was when I realised that copywriting was more than just being creative. I used to think, ‘Wow, let’s come up with something great and wonderful,’ and I didn’t start becoming successful, in my own eyes, until I said, ‘No, my clients are not hiring me to be creative; they’re hiring me to deliver a control.'” – Carline Anglade-Cole

SEO content writers
SEO copywriting * SEMrush’ SEO writing assistant’ tool demonstrating its ‘readability’ function.

SEO copywriting is not all about words

As you will no doubt already be aware, there are several different ways to complement your content as an SEO-copywriter, and one of the most effective ones are those of visual aids. Examples of which include images, videos, charts, and infographics. All of which can significantly increase the timea reader spends on a page and/or website, and the odds that your content will be shared on social media. Properly-optimised visual aides may additionally prove to be a significant factor in how your content ranks in search engine result pages, which might explain why a 2019 study conducted by the data visualisation company, Venngage, found that 74% of all queried online marketers used visual aids in excess of 70% of their content.[29]

Focus on what matters

Although it might occasionally prove tempting to elaborate upon the idea(s) which you are presenting in your content at considerable length, the average reader is primarily interested in finding answers as expeditiously as possible. Because of this, you should do your best to keep your content concise, as you otherwise run the risk of a poor reading experience which may prompt search engines to rank your content lower due to negative user engagement.

“People tell you who they are, but we ignore it because we want them to be who we want them to be.” – Don Draper

Your content should engage

Being an SEO copywriter means that a mere 16% of the readers who happen upon your content will ever read it in its entirety.[30] There are several reasons as to why this is, but the authoritative one is the fact that most individuals simply do not invest their time beyond what is necessary. A 2020 study conducted by the technology company, Microsoft, found that some people – in part due to the role which smartphones play in our lives –  now have an effective attention span shorter than that of a goldfish.[31]  However, the good news is that there is a fairly simple solution to the hurdles mentioned above on the garrison course of reality. That solution is – once again – engaging content.

Employ unique data

At the risk of repeating the point ad nauseam, as an SEO copywriter, your job is to give your readers a reason to care about your content, and thereby get them to engage. One way of doing that is by employing unique data, which is also an effective methodology when creating backlinks to rank higher in search engine page results. However, most SEO copywriters do not automatically have access to inherently unique data, and must therefore endeavour to create it themselves. If you ever find yourself in such a position, you may want to consider the following three approaches in particular.

  1. Conduct surveys asking your consumers as to their preferences regarding a given product, service, etc., and then publish the results. In addition to creating unique data, this will create an effective reference point for everything from social media users to journalists covering a given industry.
  • Examine whatever factual information is available to you as to the sales of a given product, service, etc., and try to identify a common thread. These types of data are particularly popular during recessions and/or other unenviable events which have a negative impact across several different markets.
  • Reach out to your customers and request that they share their experiences as a customer of a given product, service, etc., as these experiences may come to reflect the types of results which prospective customers are hoping to achieve.

Presupposing that you share your creative environment with others, working together with a colleague with regard to the three approaches mentioned above is also something to consider, as he and/or she may have a perspective, knowledge-base, or a set of ideas which you may not have considered on your own.

Use links to relevant content

An additional method which you can use to improve upon the overall quality of your content is linking to external pages and/or websites hosting relevant information. By doing so, your content will typically appear more trustworthy. You should also take care to build links to relevant information internally, as this will often provide an individual reader with a good reason to engage as per their user intent. However, please note that these types of links should always open in a separate browser window, to not divert from the originating content.

You need a call to action

More often than not, it will be your responsibility to get an individual reader to engage with a given product, service, etc., and although optimised and properly structured copywriting is a significant part of the battle, the average reader is quite unlikely to take further steps unless instructed to do so. Which is why a good call to action (alt. CTA) may be the proverbial bridge which ultimately allows your content to reach its goals. However, to employ a good call to action, you first need to recognise what a bad one looks like, and a classic example of this can be found in websites which simply link to a shopping cart and/or store at every given opportunity in the belief that the approach will result in high conversion rates.

By comparison, a good call to action will take user intent into consideration, and based upon what is already known beforehand through proper research and analysis, encourage the reader to take the next logical step and engage. That being said, one good call to action is great, but two or three calls to action are even better, as they significantly increase the odds of catching the attention of someone who is merely glancing through your content. In terms of optimal placement, your first call to action should be located a few paragraphs deep; the second one should be placed roughly in the middle, while the third should find itself somewhere toward the end.

Although it might seem an incredibly simple solution at first, if employed correctly, a good call to action may significantly improve upon the conversation rates and return on investment (alt. ROI) which a page and/or website enjoys, while also increasing page views, producing a lower bounce-rate, as well as communicating positive engagement to search engines.

Work on your metadata

Meta descriptions[32] provide both search engines and readers, alike, with an idea of the content which a given page contains. Because of this, your metadata needs to be optimised to include information which will result in a high CTR while also making sure to fall into the correct technical parameters. Otherwise, Google et al. will automatically truncate your title tag and meta description in search engine page results.[33]

Title tags should consist of 60 characters, at most, while employing targeted keywords and portraying the content of a given page invitingly. Similarly, meta descriptions, (which are the text shown beneath your URL in search engine page results), should seek to do the same but within the framework of 155 characters.[34]

An additional point to consider when it comes to metadata is the increasingly large popularity of tools such as Google image search,[35] which can help drive traffic to a given page if the images it employs have been properly optimised with ‘alt tags’ (alt. descriptions). Alt tags should always communicate the function an individual image serves on a given page within 100 characters or less.

guide to SEO copywriting - metadata
*Notice how the meta description copies the meta title in this example while also being far too long. These are both things to avoid.

It should be easy to share your content

Among the most common forms of engagement which an individual reader will participate in is the sharing of information with friends and family. Because of this, you will sometimes need to make sure that your content is formatted accordingly. To this end, you may want to consider

  • A) adding a ‘share’ button onto a given page and/or website
  • B) adding the option to quote your content directly into tweets
  • C) using unique data, original visual aids, and memorable phrasing as part of your overall structure
SEO Copywriting – Closing Words

We hope that the various topics, techniques, methodologies, and so forth which we have covered in this guide will have provided you with a practical overview and understanding as to the skills required of a digital copywriter.

Finally, we would humbly like to thank you for your time, and wish you the best of luck for your future ventures!


If you want to fast-forward and get a professional blog writing service for your business, we have industry-experts that will research, write, and optimise your blog on your behalf. We’ve been doing it for years, and our clients and results speak for themselves. Our prices are affordable, our work is the highest quality, and you can focus your attention back to your business. At the same time, a professional copywriter dedicates their expertise in producing a business blog you can feel proud to call your own.


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Article References List

[1]https://www.semrush.com/blog/most-challenging-tasks-of-content-marketers/

[2]https://cleverpen.co.uk/blog-topic-planning/

[3]http://blog.linkbird.com/en/seo/increase-traffic-to-website-in-30-days-part-1/

[4]https://www.semrush.com/blog/keyword-research-guide-for-seo/

[5]https://blog.alexa.com/keyword-stuffing/

[6]https://support.google.com/webmasters/answer/66358?hl=en

[7]https://www.semrush.com/features/keyword-research/

[8]https://www.semrush.com/features/keyword-magic-tool/

[9]https://www.searchenginejournal.com/seo-basics-to-be-successful/343811/#close

[10]https://www.semrush.com/blog/how-to-choose-long-tail-keywords/

[11]https://www.semrush.com/blog/keyword-research-with-semrush-keyword-magic/

[12]https://www.pwc.com/us/en/services/consulting/library/consumer-intelligence-series/voice-assistants.html

[13]https://alsoasked.com/

[14]https://www.quora.com/

[15]https://www.reddit.com/

[16]https://www.semrush.com/features/organic-research/

[17]https://www.semrush.com/blog/on-page-seo-basics-page-titles/

[18]https://www.semrush.com/blog/on-page-seo-basics-page-titles/

[19]https://www.google.com/search/howsearchworks/algorithms/

[20]https://support.google.com/webmasters/answer/66358?hl=en

[21]https://www.semrush.com/blog/anatomy-of-top-performing-articles/

[22]https://cdn2.hubspot.net/hub/53/file-2505556912-pdf/Data_Driven_Strategies_For_Writing_Effective_Titles_and_Headlines.pdf

[23]https://www.nngroup.com/articles/f-shaped-pattern-reading-web-content/

[24]https://www.zapposinsights.com/about/core-values

[25]https://www.imdb.com/title/tt0804503/

[26]https://neilpatel.com/blog/seo-copywriting-how-to-write-content-for-people-and-optimize-for-google-2/

[27]https://wriber.com/writing-below-a-grade-8-reading-level/

[28]https://www.semrush.com/features/seo-writing-assistant/

[29]https://venngage.com/blog/visual-content-marketing-statistics/

[30]https://www.nngroup.com/articles/how-users-read-on-the-web/

[31]https://www.telegraph.co.uk/science/2016/03/12/humans-have-shorter-attention-span-than-goldfish-thanks-to-smart/

[32]https://www.semrush.com/blog/on-page-seo-basics-meta-descriptions/

[33]https://www.semrush.com/blog/on-page-seo-basics-page-titles/

[34]https://yoast.com/meta-descriptions/

[35]https://yoast.com/image-seo/

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