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SEO Copywriting: A 101 Guideline

Last updated: Jun 06, 2022

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Figure 1: Image of a person writing with an open laptop in front of him as an illustration of SEO copywriting. The focus of SEO copywriting is to produce writing that can entice readers to take action that affects sales, read more in the following article.

If you want a web page that can grab the attention of your target audience as well as search engines, then you will need an SEO copywriting strategy. Writing content or landing page copy with the aim of Google's high rank requires a more effective strategy.

Essentially, your website was created to increase the visibility and sales of your business, wasn’t it? Therefore, SEO copywriting is the first step to achieve it. In this guide, we'll cover what it means, how to make it, and how to optimize it for your website.

What is SEO Copywriting?

SEO copywriting is a writing technique that can attract readers and search engines. Content generated from copywriting aims to persuade readers to take action that can increase sales for your business.

Not only that but SEO copywriting also includes techniques for creating content that can perform well on search engines. That way, your ad can reach the target audiences that have the potential to become your customers.

Copywriting also helps you write content that convinces potential customers that your product is worth buying. Examples of copywriting implementation are creating product advertisements that attract the attention of potential customers, adding persuasive text on product pages, and website landing pages.

Difference between SEO Content Writing and SEO Copywriting

Content creation is one of the strategies used to make digital marketing campaigns successful. Content in digital marketing is divided into two, namely SEO copywriting and content writing. Although at first glance they look the same, both have differences, here's the list:

Primary Purpose

Content writing is designed to produce content that entertains, educates, or simply provides information. Most of the content on a website is used to offer non-commercial value to visitors. Content such as news, information, education, or entertainment are considered content writing.

While copywriting aims to produce content that can lure someone to take a specific action. Copywriting is used in the creation of ad text to encourage potential customers to take actions such as downloading an application, subscribing to a product, or buying a product.

Length

Another difference between copywriting and content writing is the length of the content. SEO content writing usually produces longer content which is around 500 to 2,500 words depending on the topic discussed.

In contrast, SEO copywriting is usually shorter using only one or two sentences. However, the short sentence must be ensured to contain powerful words so that it can encourage the reader to take further action.

Example

Here are some examples of SEO content writing:

  • Blog
  • Whitepaper
  • E-book
  • Tutorials
  • Email Bulletin (Newsletter)
  • News Articles
  • Case study

 

While here are the examples of copywriting:

  • Text on website landing page
  • Pay-per-click (PPC) advertising
  • Social media ads
  • Text on product pages
  • Copy of sales website
  • Sales email
  • Short message service (SMS) advertisements

How to Make SEO Copywriting

Copywriting has an important role in grabbing users’ attention and making them buy. Here are 7 ways to create SEO-friendly copywriting to increase conversions on your website:

Target Audience Research

Figure 2: Image of a group of people gathered around a wooden table as an illustration of a team discussing target audience research. The team determines what kind of user personas a potential customer will be.

Before creating copywriting, you must determine the criteria for your target audience. Create user personas who might use the products or services your business offers. There are several criteria that you can use in your target audience research, namely:

  • Location: decide in which region you want to market your business because audiences in different regions will have different interests.
  • Age: with this data, you can determine the right copywriting technique. For example, if you are targeting an audience in the age range of 18-25 years, then your writing style must adapt to the trends.
  • Socio-economic status: it can help you estimate whether the price of the product you offer will be affordable enough for your target audience so that conversions can occur.
  • Job title and industry: determine who is the potential customer for your business based on their job title and industry.


Keyword Research

After knowing the target audience, the next SEO copywriting tip is to do keyword research. In choosing the right keywords you need to understand the user's search intent. Choosing keywords based on search intent will help you determine what kind of content you should create.

In keyword research, you need to consider the search volume and competition for keywords on search engines. To optimize your ad text, you should use keywords that have high search volume and low competition. In some cases, using long-tail keywords can also improve the performance of your content.

Figure 3: Picture of a stacked cube that forms Adwords as an illustration of keyword research activities to find the right words in the ad text. Adwords itself is one of Google's services that supports advertising strategies on search engines.

Write Meta Title and Description Effectively

In copywriting, you must ensure that the main information of your product is mentioned in the title tag and meta description. The information can be in the form of questions or detail that the user needs. Users will decide whether to click yours or not through the title and meta description.

The recommended meta description length does not exceed 920 pixels. For the meta title, the maximum recommended length is around 600 pixels. Titles and meta descriptions that are too long will be truncated in the SERP and replaced with “...”. This can prevent your advertising information from being fully conveyed to the target audience.

Writing an effective title and meta description is very important because it can increase the click-through rate (CTR). If a lot of people click on your ad impressions, imagine how many conversion opportunities there will be from that traffic.

Serve Solutions to Audiences’ Problems

This is the best SEO copywriting tip for you, serve solution. Providing answers to users' search queries is the goal of every search engine. Therefore, in making copywriting you must ensure that the writing produced has offered a solution to the problems that your audience might feel.

This way, the ad text that you generate will not only appeal to internet users but will also perform better on search engines. Try to understand their story, offer them solutions, and help them work better. 

Write clear and easily understandable copy

If the ad text is too long and difficult to understand, most audiences will choose to skip your ad. This is why writing clearly and easily understood is so important in copywriting. Your audience only takes a few seconds to read the ad text and determine if your product is worth using.

Adding links is a way to make good copywriting for SEO. Internal links, as well as external links, will increase your domain authority. In addition, adding links will make it easier for users to explore your site further and users can immediately find the information or web pages they need.

Do Optimization

Over time, your content will eventually become obsolete. The keywords you are using may no longer be relevant or even more competitive, the links you added in the content may have broken, and so on.

This is why you need to conduct regular website audits and optimizations. So you can find out which components of your site need room for improvement. As a result, you can keep your site and ad campaigns performing well over time.


All in all, SEO copywriting is one of the tactics you can use to increase brand awareness, click-through rate, and conversions on your website. In contrast to SEO content writing which tends to be longer, copywriting is simply written in short and clear sentences.

That is the explanation related to SEO copywriting from the definition and to how to make it. Implement the SEO copywriting tips above to optimize your ad text now!

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