If you’re still wondering, as I used to, what exactly SEO is and how you can use it as your secret weapon, you’re in luck. Today, I’m going to share 3 super simple tips you can implement straight away to create SEO content writing that Google loves ❤️.
But first, what is SEO?
In other words, your golden opportunity to create a killer website featuring valuable content that solves your customers’/clients’ biggest pain points/queries.
But why is Google so important when you can use paid advertising such as Facebook ads?
Because more than 70% of customers begin their journey to purchase using a search engine.
Think of how you use Google. You begin with a question, scroll down page 1 of the results (people rarely move onto page 2) and select the most relevant answer as soon as you see it. And, as research shows that 60% of traffic from Google searches go to the websites in the top 3 search results, without optimising your website you risk losing potential customers to competitors who do appear for related search terms.
However, search is important at every stage of the customer journey. In the above example, the (imaginary) user (me!) is quite far down the sales funnel. I am close to selecting an online course and parting with my hard-earned cash. And thanks to their killer SEO content writing, Learn Direct and Scribblers stand the best chance of getting my business without having spent a penny on Google advertising (unlike Udemy and Reed).
So how did they achieve this? Tip #1, drum roll please…
SEO CONTENT WRITING TIP #1: USE LONG-TAIL KEYWORDS
First things first, what are keywords? Keywords are the words and phrases that searchers enter into search engines, also called "search queries”. Everything on your page – from images to video to the copy itself – boils down to simple words and phrases. Your primary keywords.
However, there is an important distinction to remember with keywords: “Head” keywords and “long-tail” keywords:
Head keywords are broad and far-reaching e.g. “holiday destinations”
Long-tail keywords are a more specific combination of several words e.g. “package holidays in Lisbon”
While head keywords have high search volumes, the competition to rank for them is extremely tough. And plus, they are very vague. If someone is searching purely for “holiday destinations” it means they haven’t yet made up their mind about any of the specifics of their next holiday and certainly aren’t about to drop ££!
The fact is: The more specific a search, the higher the commercial intent.
So how do you carry out keyword research?
As well as your own intuition and industry expertise – what are the kinds of ways you use Google, what are people asking you at events/via social media – there are many handy tools out there such as Answer the Public and Google Keyword Planner.
Today, let’s focus on Google Keyword Planner, which is free and simple to use. When it came to writing this blog post, I typed ‘SEO content’ into the search bar and up came the following results.
I took pen to paper and began making my own list, avoiding highly competitive keywords (which make ranking very difficult), and instead focusing on smaller volumes – ‘medium’ or ‘low’ in competition e.g. ‘SEO copywriting’ and ‘SEO optimisation’. That way I built a cluster of related terms so that the blog post targets a broader base of searchers and, even better, sounds more natural.
Which brings us nicely onto tip #2…
SEO CONTENT WRITING TIP #2: WRITE LIKE A HUMAN
Sounding natural is important, because for many years people would stuff one or two keywords throughout an article to try and trick Google. Fortunately, super-smart Google recognises this kind of quick-fix SEO - known as black hat SEO – and penalises any piece of content that does so.
As you can imagine, keyword stuffing (as its known) is a horrible reader experience. It’s not how people speak in normal, every day conversation. And that’s the big ol’ secret to ranking well in Google: writing thoughtful, insightful content that sounds like it’s coming from a human being.
The best way to achieve this is with planning. Once you’ve got your cluster of SEO keywords to hand, map out what your landing page or blog post will look like. Use subheaders (or H2s, as they are officially known) to break up a lot of text (and include your keywords in them) and keep paragraphs and sentences short and to the point. Generally speaking, paragraphs should be around 3-4 sentences in length.
SEO CONTENT WRITING TIP #3: ANSWER A QUESTION
One of the most important attributes of good SEO copywriting is that it supplies a demand. It answers a question, serving up helpful, actionable information to the searcher.
So when you sit down to draft your next piece of SEO content, ask yourself: who are you trying to reach? What might that person be taking to Google to find out? As mentioned above, ideas for content will come not only from keyword research but also from your own personal interaction with customers and emails and queries you get through social media.
If you are a jewellery designer, for example, some of the questions your customers might have around this topic include:
How do I keep my jewellery clean? Blog post: 5 Clever Ways to Keep Silver Jewellery Clean
Where can I find a unique engagement ring within budget? Blog post: 10 Engagement Rings to Suit Every Budget
Do you sell [silver/gold/platinum/beaded] necklaces? Blog post: This Is Why Beaded Jewellery Is Making a Comeback
Already you can start to see that these questions can be turned into really useful pieces of content. If you’re having these conversations with customers/clients anyway, why not utilise that knowledge and reap the SEO benefits?
Conclusion: 3 Tips for SEO Content Writing That Drives Organic Traffic
While SEO is a huge topic, hopefully these 3 tips will be a good starting point to make the writing process easier. The good news is that it does get easier with practice and will soon become second nature!
Say hello to good rankings, more visibility and ultimately, more business.
Got questions? Leave a comment! Let’s chat.