What Is SEO Copywriting and How Does it Affect Website ranking?

Do you know one of the most important rules of quality SEO? It’s the ability to keep up with Google algorithm changes! In the past, search engines didn’t care about content at all. Poor quality links bought in bulk and other activities now considered black hat SEO was sufficient to rank high. However, much has changed in 2011 when Google introduced the seemingly innocent and adorable Panda algorithm. Since then, saying that “content is king” became unbelievably popular in our industry. SEO copywriting is an extremely important and precious component, therefore, today we’re going to take a closer look at this process.

We deliberately applied the word “process” in the introduction. All because of the fact that properly performed SEO copywriting that is supposed to bring the intended results is neither quick nor easy. It’s an elaborate process that involves a number of factors.

SEO copywriting – what is it and why it’s not a piece of cake?

Let’s start from the very beginning. What exactly is SEO copywriting? In a nutshell, it’s the creation of quality content that doesn’t only attract users but also improves keyword saturation of your website which helps Google find phrases that are relevant for you. Therefore, the most important part is about creating content that is addressed to people and optimized for search engines.

The ability to create content that attracts attention and makes people want to share it on social media channels inspires trust in your website and consequently helps you rank higher on Google. SEO copywriting will help you reach recipients and solve their problems with the use of well-formulated content.

Contrary to what you may think, writing texts that are properly optimized for SEO and at the same time enjoyable to read and seen as valuable by the user (meaning your potential customer) isn’t a piece of cake.

Combining these two features will allow you to endear appreciation of both users and Google robots. 🙂

SEO copywriting principles. A recipe for creating readable texts visible on Google

One can be stated for sure – when it comes to SEO copywriting, a HUMAN is much more important than the Panda algorithm or Google. The human sitting in front of the screen and reading your content. Do you know why? Because this human generates website traffic and website traffic has a positive impact on your conversion.

Consequently, your content has to meet two requirements:

1. First of all, it needs to address specific people (users, readers, potential customers looking for answers to questions),
2. Second of all, it needs to provide quality answers to those questions.

Being able to combine these two features is a recipe for quality online copywriting.

How to write SEO texts that address users’ questions?

Once, when doing research on user experience, we encountered the following quote:

Change “users” to “readers” to get a recipe for creating SEO copywriting that addresses users’ questions.

Get to know your readers to find out how to answer their questions. Do the right research. Put yourself in their shoes. What do they not know? What do they wish to find on your website? What should truly encourage them to buy your products or benefit from your services?

Let’s assume that you run a kitchen products store and you want to sell more blenders. Instead of singing the praises of your appliances, show the benefits of owning them. Share recipes for the most delicious cream soups and rejuvenating smoothies. Catch users’ attention – convince them that they need your blender…

And don’t forget to optimize your text – that’s what SEO copywriting is all about.

Who makes people do certain actions? A good copywriter who creates catchy slogans that encourage users to reach for specific products. A good copywriter is someone who makes certain phrases ingrained in your memory so strongly, that you’re able to recite them even if someone wakes you up in the middle of the night. A professionalist is able to empathize with potential recipients, understand their needs, and analyze what keywords, headers, or paragraphs are likely to convince them.

SEO copywriters create exactly such content for online marketing purposes. Additionally, they take into account Google, the way the search engine “thinks” and the phrases or text formatting styles that are attractive for its robots.

It’s also crucial to remember that proper text optimization is essential for SEO articles as the appealing layout of the entry matters to readers. Don’t forget about headers, divide texts into appropriate paragraphs to make it easier to scan them and highlight the most important parts.

SEO copywriting – how does it affect the SEO process? 6 components to bear in mind

There are a number of theories on what works best in terms of SEO. However, without a shadow of a doubt, domain trust and authority are some of the key elements that affect website positions on Google. Being able to apply relevant keywords on the page is also important. And it’s hard to apply them naturally without appropriate website content.

There are 6 main components of SEO copywriting that affect SEO and should be borne in mind:

1. Website speed. It’s been one of the Google ranking factors since 2010. If the website loading time is too long, the content doesn’t matter as users will simply resign and they won’t read it. Additionally, Web Core Vitals algorithms will be implemented in 2021, so website loading speed will be even more important.
2. Headers. These elements attract users. If they aren’t mesmerizing, the quality of the content of the paragraphs isn’t really important as hardly anyone will read it. A catchy header encourages users to click on a link. It’s a good idea to provide numbers like “5 ways to…” or “10 worst methods…”. This way, you promise to give users helpful solutions and they truly appreciate it. If you want to learn more about website headers, check out this entry on the MOZ blog: https://moz.com/blog/5-data-insights-into-the-headlines-readers-click.
3. The content itself. Actually, users type things on Google because they want to access relevant information. Information means content. Don’t let users down and address their concerns. Remember that both readers and Google robots care about the content that’s up-to-date.
4. Meta description. Think about it before creating content and update it before publishing texts. This will make it easier for the search engine to find your content, comprehend its essence, and included phrases. A meta description is an attribute that concisely explains the content of your page to Google. Therefore, it’s worth making sure it’s properly structured.

Expert Comment

Although meta description doesn’t have a direct impact on your website position on Google, it definitely supports SEO. A properly structured and optimized description attracts users which translates into increased website traffic. Apart from being catchy and unique, this element should encourage users to click. It’s recommended to include a keyword/key phrase in it. Your meta description shouldn’t be longer than 160 characters.

Matt Calik

Head of SEO & SEM

1. Keyword saturation. It has to be optimal. However, remember that there is nothing worse than gilding the lily. Using too many keywords and applying them in headers in a way that’s not natural is considered keyword stuffing. Although it worked a few years ago, now it’s categorized as a dishonest practice that may result in a Google penalty. Phrases shouldn’t take up more than 5% of the whole content. Page Keyword Density Analysis or wordcounter360 are useful tools for checking your keyword density.
2. Links to websites. Links are a cornerstone of website development. Including links to various websites in your SEO articles indicates to Google that you’re connected to other helpful content (whether it’s yours or someone else’s). It shows that you want to contribute to Google’s mission – which is to organize valuable information in the online world. Thanks to it, your position in the ranking improves.

If your SEO copywriting includes all of the abovementioned components, you can sleep soundly knowing that Google will notice your website and improve its position in the ranking which will translate into higher traffic and conversion rate.

It’s also worth keeping in mind that SEO copywriting isn’t only about blog content or website articles. This term applies also to descriptions of your homepage, categories, products offered by your store* or services you provide. To say the truth, the more valuable website content you have, the better your page is perceived by Google. However, remember that your content needs to:

• answer user’s questions,
• be up-to-date,
• be appealing and as substantive as possible,
• be properly formatted – catchy headers, highlights, italics, etc.,
• have a meta description,
• include linking,
• ensure proper selection and density of keywords.

*Speaking of which, we would recommend reading one of our previous blog entries: The impact online shop product descriptions have on SEO and sales.