What is SEO copywriting

If you are going to promote a website, then you need to know what SEO copywriting is. This tool helps resources get to the top of search engines.

In this article we will tell you what SEO copywriting is, how it helps a business, what a good text for promotion should be, and how optimized articles differ from regular ones.

Basic Concepts

SEO is search engine optimization. It includes a set of actions and strategies aimed at improving the site’s position in search engine results. When a person enters a query into a search engine, such as Google or Yandex, the system analyzes millions of resources and shows him the relevant ones. 

The task of optimization is to make the site one of the search “favorites”. The higher a site ranks in search results, the more customers will go to it.

Copywriting — creating texts that attract attention and persuade readers to take action. What they can be:

• buy goods;
  
• subscribe;
  
• order a service;
  
• make an appointment;
  
• register for the event.
  

A good author knows how to tailor materials to suit readers and understands their needs. Creating such content works for business.

— writing texts taking into account the requirements of search engines and using keywords. This is working with content, which requires an understanding of search engine algorithms and the ability to create materials that both people and search robots like.

SEO texts — materials written taking into account the requirements of search engines. They contain keywords and phrases from search queries. For example, if you want to promote a site for the query “buy sneakers,” the article should contain this query. But this does not mean that you need to use keys too often. The material must strike a balance between optimization and benefit.

SEO text is not a genre, but a tool. It can take any form, be a short post, a long analytical interview, news, instructions, a monthly horoscope, a review, a product description. Any text can work for a business and attract customers.

What should the SEO text be?

• Clear structure. Search engines, like readers, love materials with a clear structure. The text must have a beginning, middle and end. It should also be divided into paragraphs and logical blocks, have headings and subheadings. If the article is long and complex, no one will want to finish reading it.
  
• Average volume. The material should not be shorter than competitors’ texts, otherwise the search engine will not pay attention to it. Before writing, it’s worth looking at what similar companies write about and how.
  
• Uniqueness. Author's text without borrowing is an important element of search engine optimization. Materials must not be copied from other sites. Even if you duplicate posts from your blog, Google and Yandex will consider it borrowing, and your rankings will be low. The percentage of uniqueness is checked using special online services.
  

Who needs SEO text

SEO copywriting is needed for everyone who wants to promote a website on the Internet. Here’s where SEO texts are most often placed:

• Online stores. In order for customers to find products, the store needs to be in the first positions for requests. The higher the ranking in the search results, the higher the chances of making a sale.
  
• Corporate websites. To increase brand awareness and attract new customers, it is important for companies to appear in searches for queries related to their niche.
  
• Blogs. If a blog has a lot of readers, its author can make money from advertising. But this requires people to easily find articles and blog posts through a search engine.
  

View case.

How is SEO content different from regular content?

• CEO article contains keywords and phrases. There should not be enough of them, otherwise the article will not appear in the search results. But without going overboard: there is a high risk of lower rankings in search engines.
  
• There are strict requirements for an SEO article. It must be 100% original, understandable, and competent. The promotional text must be made interesting and useful. If the work is weak, no amount of optimization will retain customers.
  
• When writing optimized text, you must take into account the requirements of Yandex and Google algorithms. They are constantly changing, so it is important to update and rewrite CEO materials every six months.
  

The difference is explained by the fact that the articles have different purposes. Conventional materials are written to convey information or entertain readers. And optimized texts help achieve specific business goals: increase traffic, find clients, raise the site to the top of search results.

SEO copy plan

Where does SEO copywriting begin, step-by-step plan:

1. Collection of semantics. Selection of keywords, phrases, phrases. A promotion specialist analyzes search queries and determines which keywords to use to promote the site.
   
2. Making a plan. Determine the order in which the information will be presented and which sections will be included in the article. Answering the questions will help you create a clear plan. The more detailed it is, the easier it will be to write.
   
3. Writing. The author writes the text, organically weaving keywords into paragraphs. It is important to maintain naturalness and not overload your sentences with SEO inserts.
   
4. Review and editing. The written material must be checked in 4–5 services. This will help make sure that it is unique, contains the right number of keywords, and is written without stylistic or other errors. If the text does not pass the test, it is corrected.
   
5. Selection of illustrations. To make the material more interesting, it is worth adding images to it: photographs, portfolio fragments, or illustrations created by AI. It is desirable that the pictures be unique. This will increase the resource's ranking in search engines.
   

How to learn to write SEO texts

You can learn how to create content for promotion yourself or take courses. There are a lot of free materials on the Internet that offer to learn the basics and start working with texts. And during the courses you can also get feedback from teachers.

If you are looking for a professional copywriter, it is better to contact an agency or service to find freelancers. This will save time and help you find a beginner or experienced writer.

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Typically, SEO copywriters are people with experience in marketing, journalism and PR. It is important that the specialist writes interestingly and without errors, knows the requirements of search engines, and also knows how to optimize materials to achieve results.

When choosing a copywriter, study the candidates’ portfolio: what texts they wrote, how well they correspond to your wishes. Be sure to read reviews about their work. Ask candidates about techniques, tools, and experience in your niche. Feel free to ask questions about the approach to optimizing texts for search engines and adapting to different target audiences.

You may have thought that artificial intelligence would handle the task and write good, optimized text. Alas, neural networks cannot yet replace a copywriter, because good material requires a creative approach and a deep understanding of the topic.

AI can write text, but most likely it will lack logic and style. You will spend the same amount of time and effort rewriting the text as it would take to write an article from scratch.

Advice from the author

While SEO copywriting may seem like a simple task, it is a complex and multifaceted process. To do this, you need to know the basics of promotion, be able to write engaging materials that appeal to users and search engines, and work with tools for analysis and optimization.

If you want to save time and get high-quality results, you should turn to professionals. The authors of our studio write articles that help companies find clients and grow. Don't waste time on experiments - leave a request.