Copywriting has been around for hundreds of years. It’s purpose: to engage and entertain a reader, to create trust via education and persuade them to buy a product or a service. 

The role has evolved over the years as technology has changed – until we find ourselves today with a beast known as the ‘internet’. And one of the internet’s main uses –  search engines. This in turn has required writing to adapt to satiate the search engine phenomenon and our need for instant answers.

What is Search Engine Optimisation?

The term ‘Search Engine Optimisation’ is used to describe website copy that appeals to the various algorithms that search engines use. This means that a website can be included in relevant search results. Creating wording with the information needed to index on these search results is called SEO content writing.

Let’s break it down to show the main benefits of SEO content writing:

1. Writing for SEO means that your website will show up for targeted words that your customers are searching for. This will lead them to click onto your website.
2. By clicking onto your website, these visitors are more likely to convert into customers – particularly when you use persuasive copy to encourage them to buy.
3. The traffic that you generate for your website will be of a better quality, meaning a lower bounce rate.
4. Your content is interesting and relevant to the reader, which not only engages them – it creates trust in your brand which leads to authority.

This isn’t an easy task to accomplish and it can take years to perfect. 

Website copy has to play into the overall content strategy of a business, capturing the tone and voice of a company. It has to convince the reader to take the appropriate action – all while keeping them engaged and interested! 

The copy must be easily understood by both the customer and also the search engine. If you heavily cater it to the search engines then it will make no sense or be of little interest at all to your customers! Equally, stuffing a piece of writing full of keywords will easily be detected and rejected by Google!

How can you include SEO in your marketing efforts?

1. Don’t force your SEO –  it should fit in with your overall marketing plans and strategy.
2. Use clear call to actions – once a visitor has landed onto your website, they should be in no doubt why they are there. Lead and horse to water and make it drink!
3. Identify the correct key words – you’ll need to do some research into the correct keywords for your business and then build them into your content.
4. Speak to a professional – SEO can be a difficult area to get right, but once you do – the benefits will be endless! Sometimes it pays to talk to a professional in the first instance
5. Monitor the results – unfortunately, it’s not a case of writing copy and leaving it. Think of it as a living thing – if you have more information to add, feed the content. It can lead to better results!

If you would like to discuss both your content writing and SEO writing needs, feel free to get in touch with The Copy by emailing howdy@thecopy.uk or calling 01905 887040.