SEO copywriting is the practice of producing keyword-optimized content thatâs designed to appeal to human users and search engine algorithms.
In other words:
SEO copywriting is writing content that Google can understand. And, at the same time, that content needs to be the type of content that people want to read, link to and share.
So, if you write content ONLY for Google, your content can sound super robotic.
But if you write content ONLY for readers, your page probably wonât contain important keywords that people use.
Itâs a tough balance.
But if you want to master SEO in 2023, you need to be good at both.
How Does Copywriting Help With SEO?
When most people hear the word âcopywritingâ they think of stuff like this.
The truth is, copywriting isnât just for ads from the 1950s. Or long-form sales letters.
(LSI keywords are a fancy way of saying: âsynonyms and closely related wordsâ)
And these LSI keywords help Google understand what your page is all about.
To find LSI keywords, just search for the keyword that you want to rank for. And scroll to the bottom of the first page. This is where Google shows you ârelated searchesâ keywords:
Because these terms come straight from Google, theyâre PERFECT LSI keywords to add to your content.
Use SEO Copywriting to Get More Traffic to Ecommerce Product and Category Pages
With Amazon dominating Googleâs first page, itâs not easy for smaller ecommerce sites to rank.
Despite that fact, I still see tiny ecommerce sites beat the odds.
Their secret?
They target long tail keywords that most of their competitors donât know about.
Hereâs how they do it (and how you can do the same thing):
First, search for a product that you sell on Amazon.
For example, letâs say you run an ecommerce site that sells dog food.
Youâd search for âdog foodâ in Amazon:
But donât hit enter!
If you wait a second, Amazon will show you long tail keywords related to that keyword (just like Google Suggest):
Grab one of those suggestions and pop it into Google.
Check to see if the first page for the long tail keyword is less competitive than the one youâre currently targeting.
Usually, it will be:
(As you can see above, the Semrush Keyword Difficulty of the top 10 results for âdog foodâ is 100% higher than the similar, long tail keyword.)
And because Amazon Suggest keywords are laser-targeted, they tend to convert well too.
Finally, sprinkle those keywords into your product and category page copy (and in your title and description tags):
The Content Upgrade quickly went from a little-known technique that I used to get more email subscribers to something that blogs starting writing about left and right.
But traffic isnât the only way that creating your own keywords can improve your SEO.
Creating keywords can also lead to more backlinks.
Thatâs because people will link to you whenever they mention your concept.
For example, whenever a blogger writes about The Skyscraper Technique, they usually link back to me:
Develop a Strategy, Approach or Concept
So the first thing you need to do is come up with a strategy, approach, or concept thatâs unique to you. And give it a name.
The Skyscraper Technique is a good example of this.
I took an approach that already existed (improving on existing content) and added a third step that made it more effective for link building.
But itâs far from the only one.
For example, in the marketing world, lots of things we take for granted started off as concepts that someone made up:
Note: Are your URLs already long? I donât recommend going back and changing them. It can cause serious technical SEO issues. Just apply this rule to future pages that you publish.
Find Untapped Topic Ideas With BuzzSumoâs âDiscover Topicsâ
This is a little-known feature inside of BuzzSumo that I really like.
To use it, type in a topic idea just like you normally would.
Whatâs cool about this feature is that it doesnât just hand you variations of the keyword you typed in. Itâs much more advanced than that.
Instead of variations, BuzzSumoâs Discover Topics gives you laterally-related topic ideas. For example, if you search for âpaleo dietâ, it suggests topics like âhealthy eatingâ âMCT oilâ and âgluten free dietâ.
Very cool.
Try Click to Tweet Buttons
Sure, social sharing buttons can help you get more shares.
But theyâre usually not enough.
And if you want to get more shares from every post that you publish, I recommend trying Click To Tweet Buttons.
This is where you add sections to your content thatâs specifically designed to rank as a Featured Snippet.
Hereâs an example:
You can technically put Snippet Bait sections anywhere on your page. But I prefer to place them towards the top of the page.
Why?
I think that Google probably puts a little bit more weight on them if theyâre that high up.
Plus, it gives users a quick answer to their question as soon as they land on your site.
Either way, my experiments have found that using Snippet Bait dramatically boosts the odds that your site will rank in the Featured Snippet â#0â spot in Google:
Conclusion
So thatâs it for my guide to SEO copywriting.
Now Iâd like to hear from you.
What tip from todayâs post are you going to try first?
Do you want to try Click To Tweet buttons?
Or maybe you want to use Bucket Brigades.
Either way, let me know by leaving a comment below.