How to carry out effective copywriting for SEO

As important as the technical optimisation elements of SEO are, they don’t count for much if the content they are supporting isn’t any good. Keywords, meta tags and backlinks are always auxiliary to the actual copy that users engage with.

There are a variety of important elements that all good copy requires if it’s going to benefit your SEO efforts. Search engines are now smart enough that they work to detect the meaning behind content and for this reason copywriting has never been more important for SEO.

Let’s take a look at the best ways to ensure that your copy is working effectively for SEO. A digital agency offering optimisation services has access to professional copywriters who understand how to write effective content.

Make sure the copy is in-depth
Search engines like Google have developed their algorithms to make judgements about how comprehensive a website’s content is. Search engines know that users want a ‘one-stop’ solution to their queries and therefore will reward site that provides all the relevant answers.

This fact has caused websites to discontinue a common practise of creating unique landing pages for different sets of keywords or covering different topics. It is instead better for a website to create less landing pages that aim to cover as much detail on the subject matter as possible.

Copy that is considered in-depth will offer great detail on the subject matter of the website in order to answer as many relevant questions as possible. This type of content is not only lengthier (something appreciated by search engines) but will retain users on a page for longer, improving bounce rates.

Make sure the copy is well-written
This may sound obvious at first, but it’s worth mentioning because of how many websites overlook the linguistic quality of their copy. It’s not enough to simply proofread for spelling or grammatical errors.
The copy needs to be literarily superior to the copy on competition websites. The only way to reach people and keep them reading is to have content that is engaging.
Engaging content has good sentence structure, paragraphing and an advance use of vocabulary. Depending on the audience you are targeting, jargon should be scaled accordingly to make sure that the primary reader is not confused by any technical terms.

Well-written copy is something that is hard to teach, especially as people get older and more set in their ways. A digital agency specialising in SEO is able to source the types of copywriters that are naturally gifted in writing high quality content at a commercial level.
Make sure the copy is meaningful.

Meaningful content is different from well-written content. Something can be incredibly well-written but still not really say or prove anything of interest.
Advertising copy can’t be passive but must be assertive and give the reader a call to action. A blog post on a specific topic needs to express an opinion and provide engaging arguments for it.

Depending on the industry and role of the copy there are different ways in which copy must assert itself. Regardless of where the copy is going to be uploaded, it needs to offer some kind of meaningful argument for readers to be persuaded by.

Will you use these tips to improve your copy?
As search engine algorithms get more advanced, they become able to evaluate how good copy is and reward the websites that meet those standards. This makes good copywriting as important an SEO tactic as the use of keywords or backlinks.

The main benefit of sincere, quality copy is that it is able to retain and build a readership around it. This works to both draw visitors to a website and improve the site’s bounce rate (a ranking factor) as the copy keeps them engaged.