This blog is written by Molly Nutt, owner of Acorn Digital Strategy NW, a copywriting and content writing studio based in Issaquah, Washington.
Writing website copy for yourself sounds hard enough as it is–so why add in SEO to make it even more complicated?
By the end of this blog, you’ll realize why tackling SEO during the copywriting process is an extremely smart investment of your time and energy.
Before we dive into copywriting, let’s back up for a second to talk about the idea of leverage. So we’re on the same page; I think of leverage as getting more output from the same input. As business owners, we should always think about leverage! For example, if you record a podcast, repost it on YouTube, turn the transcript into a blog, turn the blog into newsletter content, and turn the newsletter content into social media captions. You leverage ONE podcast input and get FIVE pieces of content. You save time, increase impact, and reach more people by leveraging an asset well in your business.
Now I want you to think about how you can leverage your website copy.
Your website can be a massive leverage point in your business–if you let it. It can serve multiple purposes–if you let. It can save you time, make you money, and generate leads–if you let it. In order for you to do this, you have to write search engine optimized website copy.
Feel inspired to get on the SEO train yet? Good. Keep reading–let’s talk details.
Search engine optimization, or SEO, is a way of making your website more relevant for search traffic. Optimizing your website means ranking higher on search results and generating organic website traffic from Google.
The higher up your website is listed on the search results, the more people will click on your website and learn about your business. Think about it–when was the last time you clicked over to page two of Google search results? Most of the time, you probably stick to the first page of results, because you know those websites are the most relevant and the most credible. From a content creator’s perspective, that means you’ll need to make sure your website is relevant and credible for your target audience.
SEO is affected by many different factors–which 13 Emeralds Marketing can tell you all about! But for now, let’s focus on how quality website copy can significantly affect how and where you show up on Google.
Infusing your website copy with SEO strategies is highly valuable to your business. Specifically, you’ll get more quality organic traffic. This means people within your target audience will be able to easily find your website. With a combination of SEO-friendly copywriting and the right keywords, Google will know that your site is a good match for what your ideal client is looking for. Your site will rank above other pages on the search result, and your audience will be more likely to click on your website.
Writing your copy with SEO in mind doesn’t mean writing like a robot. Keyword stuffing won’t do you any good in the Google algorithm or in attracting your ideal client. The quantity of pages website visitors explore, their bounce rate, and their time spent on page all impact how Google views your website–so make sure your website is providing valuable information for your target audience. The headlines, page descriptions, and blogs should strike a balance between appealing to your target audience and pleasing the algorithm.
Before you can begin implementing SEO strategies, you need to do a bit of background research to set yourself up for success.
Start by conducting keyword research to know exactly what your ideal client is searching for. There’s no need to spend time and energy writing copy that your ideal client isn’t interested in. Keyword research is well worth the initial investment–it will provide direction for what terms you should try to rank for on Google search results.
Once you know what short and longtail keywords your target audience is looking for, you’ll need to think about how to approach your website copy. The trick is to find what both Google and your audience likes. Consider investing in blogs to consistently push out content about topics your target audience is searching for.
Remember–you should always write for your ideal client first, and Google second. Engaging your human audience is most important! That said, there are some easy ways to please Google’s algorithm that won’t make your copy sound robotic.
Keep reading to see what sort of SEO basics you can integrate into your web copy that have a big impact on website optimization.
You could easily write website copy without giving any thought to SEO. You can write what you think your ideal clients want to hear and not do any research ahead of time. You can let your website serve as a landing page for Instagram followers to learn more about your business. None of these things are bad–but I want you to think again about the idea of leverage.
Do you want your website to do more for you? Do you want your website to generate organic traffic? Do you want Google to provide you with free leads? You can easily leverage your website copy to achieve multiple goals simultaneously. Sounds pretty nice to me!
Incorporating these suggested strategies into your copy will help optimize your website, but it’s important to remember these strategies take time–SEO is a process. You aren’t going to see results overnight. But taking the time to invest in quality copy now will pay dividends in the future as your business grows.
You know the saying when you do what you love, you’ll never feel like you’re working? Well, we must never be working here at 13 Emeralds Marketing! And because we love what we do, we want you to love it too. Our team of technical SEO experts, paid ads strategists, copywriters, and web designers share their top tips from the goodness of their results-driven hearts. It’s what gives us the best SEO blog for small business owners and non-techies.Get to know the team
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