SEO writing is basically writing with the intention of getting your content seen by as many people as possible. To do this you need to get this content visible to search engines, and ranking as highly as possible, so people don’t have to search too far to find your business.
Why is SEO writing so important?
SEO writing can be the difference between being seen or not. Any business stands to benefit from writing related content to their field.
Can you imagine how much work you could attract if people came across your site on page 1 when they searched for ‘copywriter near me’ or ‘conversion copywriter’?
Prefer listening to a podcast? Listen to the linked episode here.
SEO writing helps Google understand your business site
Yes any business has their main sales pages, product pages etc that all tell Google what kind of business they are, but there are so many opportunities to add related keywords when you add content to your site.
Further keywords = stronger idea in Google’s eyes of what you do.
So if Google understands, you will be ranking highly in search results over time
Helps your audience solve their problems
Adding SEO writing or content can help your audience with any pain-points they have for absolutely FREE. This is a key part of a great business strategy, as they will feel that you have helped them understand for example how to write their about page. So they will be more likely to ask for help when they need to outsource copywriting.
For your clients, I’ll give you another example. A potential customer is thinking about buying a super-expensive dog harness and their main barrier to purchasing is that they aren’t sure how to fit the harness on their dog.
By offering this as a blog post, and linking to it in the product description, they go off and read this first, and then feel satisfied they can adjust the harness. They return to their cart and buy the harness, feeling confident and impressed that the brand has helped them overcome all their objections.
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SEO writing positions you as the go-to expert
SEO writing is awesome for providing valuable information to your audience about your niche. Over time, they will see you as an expert in your field.
This is a great benefit to mention to clients also, if they are asking why SEO writing will benefit their business
Key components of SEO writing
So what are the basics of SEO writing? We aren’t going to cover these in-depth in this post, but here’s an overview of what SEO content writing should cover:
When you are writing for SEO, it is important to target keywords in yours or your client’s niche. So you need to think about your audience’s needs, wants and paint points before you even start researching.
It’s helpful to study other sites that are in a similar niche, and what they have written about. What questions are they providing useful answers to? How are they addressing audience pain points.
I use a great tool then and plug their page into Keysearch. This gives me some keywords to check out. From here, I check my site’s performance
Finally I look at the keywords that are within my site’s capabilities to rank for. I repeat this with other competitors until I have a list that will last me a couple of months.
Write for user intent
Another important thing to remember to check is user intent. So what is the user looking for when they type each keyword?
With my list of keywords, I plug them into Google and review 3 or 4 posts on page 1 to find out what the focus is. This has helped many times because you may think a keyword has a certain focus and then the actual thing people are looking for is very different.
This keeps your content super-useful and in-tune with what people actually want.
Keep updated with changes to Google’s algorithm
This is so important because it’s the difference between being seen and not. One example I can think of is Google’s June 2021 update. They explained that product review posts have to be in-depth and authentic.
So a lot of people online were copying amazon reviews into their content and publishing. Google’s view was that it wasn’t useful for someone who is genuinely considering buying, say for example a bike.
They were combatting what they were calling ‘thin content’.
Here’s an example of a good in-depth review that is genuine.
The benefits of SEO writing for your business or for clients’ businesses.
The main benefits of SEO writing are increased traffic to your website and increased engagement if your content is good quality and answers people’s questions.
When your audience engage with your content on a regular basis, they are more likely to trust you as the expert.They are far more likely to consider using you for their projects or buying your products.
So this means more moolah for your business!
What’s the difference between SEO content writing and copywriting?
There are major differences between copy and content. You will find with some of your clients that they may not be clear on the differences.
I go into this in more depth in this article here. What is copywriting?
Your turn! Have you helped clients with SEO writing? Let me know in the comments below.