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6 SEO Copywriting Tips To Create Copy That Ranks Better

Michal Leszczyński

September 16, 2022

It's crucial to create compelling, action-inciting content that will drive conversions. However, just as important is making sure internet users see your content.

People search for solutions to their problems through search engines. For this reason, organic traffic from search engines is high-converting traffic. You want to place your website in front of this traffic. This traffic can be converted into sales and marketing ROI if you set up an optimized funnel.

But to achieve all that, copywriting with search engine optimization (SEO) in mind is essential. But there's more to SEO copywriting than just placing keywords on your copy. Here are six SEO copywriting tips to keep in mind:

1. Focus On Search Intent

Knowing the motivation behind a search helps you create high-ranking content that resonates with users. That translates to higher traffic and more engagements.

There are four different search intents you should know about for content marketing.

Informational Intent

Informational intent searches are usually formatted in questions, with users searching for information about a particular subject. Examples are “How to bake cookies?” or “What are the top affiliate marketing tips?”

You’ll need to provide valuable content that answers your target market’s questions. For example, for the second question above, users would expect helpful tips on improving their affiliate marketing efforts. Search engines understand this as well, and that’s why the top-ranking article shares actionable tips on the matter.

Search queries for informational intent are usually in the form of questions. So they start with "what", "why", "who", "where", "when", and "how." To optimize for this search intent, ensure to create helpful content answering the user’s questions. You can also include FAQ sections in your articles.

Commercial Intent

Commercial intent searches aim to find the best service providers. Search queries with commercial intent usually include a product or service category plus an adjective. For example, "best car insurance 2022" or "best smartphones under $100."

To optimize for commercial searches, write product comparisons. You can also create "Top 10" blog posts that position your product as the best option.

Navigational Intent

A navigational search intent looks for a website of a particular brand. Users perform this search when they already know about a brand and want to discover more about it. For example, a user may search “USAA” or “USAA insurance” when they want a product from USAA.

It’s hard for competitors to steal your traffic when you have users making search queries with your brand name. However, your brand has to be popular to generate these search queries. That means you must build brand awareness to get more organic traffic through navigational intent searches.

Transactional Intent

Search engine users perform a transactional intent search when they want to make a purchase. A search query like “buy leather shoes” or “shop windbreakers” has transactional intent.

To optimize your page for this query, you need to write optimized product descriptions with target keywords like "buy," "purchase," or "shop." The type of product you're selling is also a keyword, i.e., mouse, sundress, leather boots, etc.

Once you create content for these four search intents, you'll increase organic traffic to your website. You’ll also create a funnel, allowing you to interact with prospects at different stages of the buyer journey. That’s why this is one of the most powerful SEO copywriting tips in this guide.

2. Write For Featured Snippets

A featured snippet is a search engine feature where answers to specific search queries are provided in an answer box at the top of the search engine results pages (SERPs). The answers are usually pulled from a blog article.

Featured snippets provide an excellent opportunity to appear at the top of the SERPs, even though your article may not rank number 1. For example, your article could be ranked number 6, but if the search query has a featured snippet, the answer box may feature your article, pushing you above the #1 organic result.

Here are things you can do to appear on featured snippets.

Answer questions briefly

With the help of SEO tools like Ahrefs, identify questions or search queries with a featured snippet. Then, optimize your content to increase the chances of getting the featured snippet.

For example, you can write a single sentence or a paragraph answering a question. You can also include an FAQ section in your articles to target multiple featured snippets within a single piece of content.

It also helps to follow the format of existing articles that appear in the featured snippet. 

For example, if the featured snippet features a listicle with bullet points, as shown above, try and create an article with a similar format. If the featured snippet for the query you’re targeting has a paragraph, answer the question in a paragraph.

Target Long-Tail Keywords

If your blog is just starting out, you may not have a domain rating that can compete with general queries. In that case, it’s best to use long-tail keywords.

Long-tail keywords are more specific and tend to be less competitive, making them easier to rank for. For example, "how to make ice cream without an ice cream machine?" instead of “ice cream recipe.”

You may also look into structured data. This helps search engines determine what each element on your website is. It lets search engines know what passage of text to include on SERPs.

3. Avoid Keyword Stuffing

Keyword optimization is critical for search engine rankings. However, you shouldn’t fall into the trap of overoptimization or keyword stuffing. This will affect the user experience and hurt your rankings. That’s why a good keyword strategy ensures there’s perfect keyword density.

Instead of stuffing your article with keywords, consider using synonyms or alternative keywords. Most keyword research tools will actually show you additional keywords to target alongside your primary keyword. In addition to helping you avoid the keyword stuffing issue, this allows your content to rank for additional keywords.

The good news is that you don’t have to track keyword density manually. Optimization tools like Clearscope and SurferSEO can help you refine your content to ensure there’s optimal keyword density.

4. Include Rich Media In Your Content

Rich media is any interactive content on your blog besides text. These include photos, videos, and GIFs, among others. 

Blog readers are more engaged with pieces that contain supplementary visuals. We remember information better when images are involved. But that doesn’t mean you should add random visuals to your content. Instead, use rich media that adds value to the piece. So, slapping stock photos between paragraphs is discouraged.

Website visitors will linger more on your page with rich media. Search engines will notice a longer session time among your visitors, ranking you higher on the SERPs.

Most blogs only use photos for their rich media. You can also use GIFs and videos since they have a moving element. They will make your content look more dynamic and engaging. Best yet, combine different visual elements.

For example, the article below from GetResponse covers the best email newsletter software on the market. We were keen to include different visual elements in the article, including a video describing how our tool works and screenshots of other email marketing tools. 

We also added tables for good measure. The benefit of all this is it makes the article more digestible and inviting to the reader. They also reduce the bounce rate.

Rich media can also support your SEO strategy, especially when targeting a keyword or search query that can be explained through a visual. 

5. Create Outlines

An article outline gives you direction on how to write your content. Not only that, but a great outline will also ensure your content is optimized with the right headings for higher rankings on the SERPs. 

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Making an outline is easy for any writer to do. But it’s an entirely different ballpark when we’re writing with SEO in mind.

One way to create a great article outline is by analyzing the top-ranking article for your target search query. Check out the headings they use and the keywords included in those headings. Then, develop your own outline featuring all the insights gathered from your analysis. 

Alternatively, you can use AI tools like Copy.ai and Clearscope to generate your blog outlines. A tool like Copy.ai, an AI writing tool, lets you write your blog title and a short description of what the blog post is supposed to cover. From this information, the Copy.ai tool will generate an outline for your blog within seconds. 

These tools speed up the entire SEO content creation process and ensure your article outlines are optimized for search engines.

6. Use A Content Optimization Tool

When writing, it may be challenging to keep track of all the relevant keywords to include. On the other hand, actively thinking about the target keywords as you write may result in keyword stuffing.

That’s why you need tools that remind you of the primary keywords to include. Doing this optimizes your content for search engine algorithms without compromising your piece’s readability.

Here are the content optimization tools content marketers should use.

Grammar Checker

Grammar checkers optimize your content for reading. These tools correct your grammar. They also make suggestions depending on the style and format you're writing in.

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You may use grammar checkers to speed up the quality check of your content. Copy.ai allows you to keep track of keywords and also write in the tone you’re aiming for.

SEO Writing Software

SEO writing tools gather target keywords and outlines from ranking websites. They then use that data to generate different types of content, from blogs and articles to product descriptions. 

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They also tell you how many times to include those keywords, how long your writing should be, and how many images you should have, among other things. Copy.ai is an example of an SEO writing software solution. 

Conclusion

Copywriting is the art of writing captivating content, whether on home pages or blogs. However, not everything readers like will necessarily get the attention of search engines.

SEO copywriting pleases both humans and search engine algorithms. To do that, create different content for various search intents. Write for featured snippets too. Featured snippets will highlight a snippet from your blog on the SERP. Avoid stuffing keywords. 

Create optimized outlines too. This will allow you to lay out your headlines and optimize the writing process. Moreover, use rich media in your blog post. Photos and videos in the content will engage more readers. Lastly, use a content optimization tool. These copywriting tools will allow you to write better content faster.

Follow these SEO copywriting tips to increase your organic traffic and conversion rates.

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