Grab Google’s attention with SEO copywriting

As a copywriter, I follow and adopt the latest SEO (search engine optimisation) practices. A lot of my clients rely on search to drive traffic to their website – those in retail or selling to a local audience, for example. Others see the value of having a solid online presence even if their business mostly comes from recommendation. For them SEO plays an important role in building their credibility.

In many ways SEO copywriting is no different from ordinary copywriting. In fact, the discipline of SEO makes you focus on what you should be saying and how – so you’re much more likely to achieve your goals. Google’s pretty clear on putting your reader first: demonstrate experience, expertise, authority and trust. Personally I think that’s a brilliant philosophy to adopt for all your copywriting, regardless of whether SEO is involved.

Keywords and SEO copywriting

Don’t let anyone tell you that keywords don’t matter. They do, but how you use them is evolving all the time. Search engines still pay attention to primary keywords but they also recognise secondary and related keywords. So, rather than relying solely on exact-match keywords, I can use variations to meet Google’s requirement for ‘experience, expertise and authority’.

Being aware of the keywords that a target audience favours is pretty fundamental to my work as an SEO copywriter. It matters how someone styles a question, and the jargon they use when searching. Whether I’m article writing or scripting their presentation at a conference, I need to ensure my clients are speaking the same language as the people they’re targeting. So being aware of keywords is a no-brainer.

SEO copywriting to reflect user intent

User (‘search’) intent is another important guide for SEO copywriting. It allows me to match both style and content more accurately to what my audience is looking for when they search. So, are they exploring a topic, doing background research on a specific product or service? The main aim of search engines such as Google is to provide relevant results for users – not just the topic but what kind of information they’re seeking. Google has put a lot of effort into interpreting the intent behind search queries and making it a part of its ranking criteria. So user intent is part of my brief too.

Let’s say someone searches for best restaurant in St Albans on Google. It’s fair to assume that they’re not quite ready to visit restaurant sites just yet. They want to be presented with a selection and read what others think, compare menus and facilities, etc. When they’ve got enough information, then they’ll focus on maybe a couple of restaurants, before finally making a decision and booking a table. That’s a journey my copy needs to reflect: from navigational to informational through commercial and, finally, transactional.

SEO copywriting for people and algorithms

I work with SEO professionals, people at the cutting edge of search engine development who develop and manage websites, and run social media campaigns. We work together regularly and have clients in common. Together we also create online courses in our specialist subjects.