As with any writing, the key to writing effective SEO copy is to consider your audience. Know who the audience is and what their needs are. You can then determine how to persuade that audience to take a desired action.
When writing SEO copy you want action from multiple and very different audiences: customers, prospects, web publishers, social media power users and search engines. Yes, search engines.
How do you write copy that moves all of them toward your goals? To answer that we examine those audiences, what we want from each and how we can achieve it.
Writing for Search Engines
You may be thinking ‘you are supposed to write for human visitors, not search engines.’ While that is true, building optimized marketable copy is an important part of the SEO process. You may write to increase your site’s inbound links, meet Google’s desire for fresh content, or inform visitors about a new product or service. Your goal is to get search engines to provide high visibility of your website to searchers seeking the products or services you offer.
How do you accomplish this? You write and optimize content that helps search engines accomplish their goals.
Google, Bing and other search engines want to point their visitors (searchers) to relevant, quality content – the content searchers seek – not thin, low-quality pages written for search engines. Ensure your copy meets those desired standards.
Search engines use a number of factors, including popularity, relevance and website user metrics to determine which pages best meet a searcher’s needs. Links and social sharing are among indicators of popularity and relevance.
Writing for Web Publishers & Social Media Power Users
Considering that links and social sharing are strong ranking factors, you need good web publishers and social media users – especially ones relevant to your topic / industry / geographic area – to help you meet your goals for writing SEO copy. How do you get them to share your copy?
Web publishers and social media users want to share content helpful to their audiences. Find ones whose audiences would benefit from your writing and tell them about it. Write it for them. Help them meet their goals and they might help you meet yours. Don’t forget that if you want copy published on your own site shared, you must make it easy to do so by adding the share buttons.
Writing for Customers & Prospects
Writing for search engines, web publishers and social media users is fruitless if you don’t write copy that speaks to your customers and prospective ones. Hopefully you already know all about what type of people your customers are and what they care about. Your job is to write copy that meets their interests and needs in a language they understand and can relate to. The copy may entertain or educate. It may cause them to think or feel. If successful, it will move them to perform the desired action – a conversion.
If your SEO copy speaks to your website visitors and interests them enough that they move within your site and eventually convert as well as share the site with others, your writing is a success and user metrics will reflect that. More visitors will come and your business will grow.