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The Importance Of SEO Content Writing

SEO content writing is all about creating useful and compelling content that is written around industry specific keywords. It’s aim is for other people to interact with the content by sharing it and promoting it on social media platforms. These actions increase the authority and relevance of your content and it also improves a website’s ranking in Google for the selected keywords. These interactions are only applicable to some types of articles. In the modern digital age, most SEO content writing is produced to ultimately sell things.

It’s important that copywriters have an understanding of SEO and how it plays a role in ranking a website. This article is aimed at familiarising the concepts of an SEO content marketing strategy. Before we begin with the article on SEO for content writers, let’s assume that the SEO content strategy is for a new business website selling SEO copywriting services in Brisbane. ‘Copy’, or the words on the page, are one of many facets to a coherent SEO strategy. In fact, content creation will underpin and support your SEO campaign.

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Keyword Research Before SEO Copywriting

Keyword research is the process of finding and analysing search terms (words and phrases) that people enter into a search engine to find something. Keyword research is actually a whole discipline in itself. We won’t get tied down with the finer detail of the process since as a writer, you will have a better idea than most on how to reach a target audience. However, to understand the basics, of keyword research, there are three basic questions to ask:

  • What do you do?
  • Where?
  • What do people type into a search engine to find it?

In the context of SEO, we are interested in optimising text for the purposes of ranking for organic traffic. Organic traffic is basically the list of links to web pages, on Google Search Engine Results Pages (SERPs). There are many keyword research tools available, some such as Google Ads & Ubersuggest are free, or you could pay for tools such as Moz or KWFinder.

Now that we have a tool, and something to sell, the answers to the three basic questions (above) we can start to think about keywords. One of the best ways to do this is to list what it is you do and want to sell SEO copywriting services. Then place that at the top of the list and see what variations you can come up with. As a tip, use words with locations too. By example:

  • SEO copywriting
  • SEO copywriter Brisbane
  • SEO content
  • SEO content writing
  • SEO content writers
  • SEO copywriters

The Art Of SEO Copywriting

The next part of the process is actually writing the SEO copy. Producing a high quality piece of content is the only way to reach the top of Google’s Search Results. Since we’re hypothetically selling SEO copywriting services, we will focus the following example on writing marketing copy. So whoever writes the text, it’s a good idea to write sales-focused SEO content.

Now that we have our keywords, we need to add them to pages. Assume that you are creating a shiny new website. In which case, you need to group the words. Let’s take the list of six keywords (above) and create two keyword groups,. These will form the themes for the pages that we want to write. You must create and assign one group/theme per page:

SEO copywriting Group

SEO copywriting

SEO copywriters

SEO copywriter Brisbane

SEO Content Group

SEO content

SEO content writing

SEO content writers

We’ve done the keyword research, we’ve grouped them up, and now let’s start to create content. We need to create two sales pages that are hyper-focused on selling SEO copywriting services.

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Here are three tips on SEO copywriting that our SEO copywriter in Brisbane recommends that you follow:

1. Writing Headings

When you are writing the headline for the sales focused web copy, think about what is the main message that you want to communicate? Focus on that one thing. Explain what it is that you do or tell how your readers will benefit from your SEO content writing services.

Tip: Use your main keyword in the title.

2. How To Write Paragraphs

This is as far removed from the traditional academic way of writing as you can get. Sales copy is different. Your sales copy needs to be as easy to read as possible. Why? Your readers really don’t want to make that effort to read your content.

Short sentences are much easier to read than long drawn out, soulless sentences. That’s why sales focused copywriters don’t need to worry about starting a sentence with ‘But’ or ‘And’. They need to do it quite often to grab attention and sell, sell, sell!

Tip: Use one of your main keywords in the first paragraph.

3. Solve People Problems

SEO content writing, especially sales copy, needs to be about solving problems. If someone has the keywords “SEO copywriter Brisbane”, then they probably are looking for someone like you if you service the Brisbane area. As an SEO agency we know people will look at multiple websites before they shortlist and connect with the agency that they want to use. To get that connection – you need to solve their problems

Tip: Use all of your keywords multiple times when writing SEO copy.

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Writing For Local SEO

Google My Business (GMB) has become the focal point of local search. Google is more likely to share content that it can support and verify. GMB is the main tool to help your business meet Google’s needs. As a copywriting business, you can set up a GMB profile. You’ll need to add information about your business, such as:

  • Business categories
  • Office address
  • Locations that you service
  • Business opening hours

Over and above the business information, you can use your skills as a copywriter to write a brief description of your business. One useful feature of GMB is the ability to write and publish:

  • short posts
  • special offers
  • promote events, and
  • post products for sale

From your GMB bio to the business information that you write through any post or about your products, consider it as SEO content writing. Every business needs to create a GMB profile. In the world of SEO, GMB is one of the most valuable ranking factors. What are ranking factors? Read on.

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Ranking Factors For SEO Content Strategy

The term “Ranking Factors” is about describing how search engines evaluate web content in order to compile the rankings of their search engine results pages (SERPs). Whilst this article is about the text you write, it’s worth noting that Google will sometimes return SERPs that also include images and videos if it considers these elements to be of value to what a user searched for.

When you publish something (copy, image, video) about “SEO content writing services”, search engines grade it against all of the other content produced around “SEO content writing services”. Google has about 200+ (known about) ranking factors. Over the years, SEO experts have observed and documented how information they produce is ranked. It’s worth nothing that Google itself has never published its ranking factors.

There are two groups of ranking factors – off page and on page. To get you ranking high on SERPs you need to focus on these two ranking factor groups. These are split into two sets of SEO practices, both of which, (along with locals SEO) form an SEO campaign:

  • Off Page SEO deals with sending off page factor signals to Google about your site, from other websites. Local SEO is one strategy used in off page SEO.
  • On Page SEO is about optimising your website itself, and SEO content writing is one component of on page SEO

Once you have all the right content, in all the right places, solving the right problems, we need to rank you as an SEO writing expert who writes copy that both web users and Search Engines can read. Now we’ve established the basics of what ranking factors are, we can look at the two groups in a bit more detail.

Off Page SEO

Off-page SEO refers to actions taken outside of your own website to impact your rankings within SERPs. The most common form of off page SEO is referred to as link building and blogger outreach. A link on someone’s website linking back to yours provides signals to Google about the authoritativeness of your website.

Read more about how we sell our off page SEO services.

On Page SEO

Every business must have a GMB profile. It will give you a strong local presence when people search for a local business, such as yours in their area. Your business name, office address, contact information and website address will be displayed in Google search, Maps and Links to Your Social Media Pages.

On Page SEO

On-page SEO is the practice of optimising the user experience on individual web pages in order to rank higher and earn more relevant traffic in search engines. On-page refers to both the SEO content writing and HTML source code of a page that can be optimised, such as the meta title tags and the meta description.

Learn more about how we practice on page SEO