One of the most important things that any SEO professional does is create unique, compelling verbiage for their websites. This article seeks to give guidance on some simple ways to improve your copywriting skills.
Keep It Simple
Unless you’re in a highly technical industry, it is very likely that you are targeting regular readers who simply want to know more about your product/service. In this regard, make it a point to avoid overly complicated terms and industry jargon unless they are really necessary.
In addition, don’t forget to integrate your keywords in the article. A lot of SEO specialists think that adding 1 keyword per 100 words is a safe percentage. Keyword stuffing should be avoided. Once you start experimenting with SEO copywriting techniques, you’ll have a better idea of what writing style works and what doesn’t. This is especially true because you have access to your site analytics.
If you have a brick-and-mortar company, you already know who the competitors are in the area. But once you go online, you’re not only competing with local companies but global ones as well. Conduct several Google searches to identify your strongest competitors. Examine the copy of the top sites (around 10) that use relevant key phrases. Then look into the aspects that make them successful. Some questions to ask include:
- What do these sites have that you don’t?
- Does their website feel “authoritative”? If yes, identify the factors that make it look professional.
- Do you feel compelled to take action after reading their copy?
- Do they have a high conversion rate?
- Do they regularly post new content such as blog posts, press releases, and product reviews?
Go one step further by conducting a SWOT analysis. After investigating the strengths of your competitors, find out more about the possibilities of your business by establishing the company’s strengths, weaknesses, opportunities, and threats. It will let you know more about the business landscape and the current SEO practices that will help you stand out. One brick and mortar store in New York, The Gold Standard, did exactly that and realized there were new opportunities for the company to expand into pawn loans, and ended up instituting this change to their business plan after their SEO analysis.
Besides these, the SWOT analysis will also help you prepare for future eventualities. This is important for the long-term survival of your company.
Get Your Message Across
It all comes down to the way you interact with the readers! Besides having a good writing style, your content should also satisfy particular needs and wants…without overdoing it. To make your readers continually interested, there should just be enough information to intensify their curiosity.
Stronger SEO copywriting skills can be achieved through coaching, experimentation, and experience. The process of being able to create great copy starts with understanding the strengths of the company, its target market, and the business environment.