Copywriting and SEO
Posted: Wed Dec 04, 2024 9:37 am
Let's say you're just starting out (the industry doesn't really matter). You know that the Internet is currently a great source of customers, so that's where you want to get to know your target group. Your website is full of sales content that, in theory, is supposed to attract hordes of customers. But that doesn't happen, and you wonder why? It's very possible that the reason is that your texts aren't adapted to modern requirements.
In this article you will learn:
why classic copywriting is not enough to break through the online competition
what factors can determine a better position of the website in search results
what is SEO copywriting.
Copywriting – then and now
Copywriting in its classic form is the art of creating advertising messages using popular sales techniques . A dozen or so years ago, it was mainly used to create slogans, commercials, and content placed on product packaging.
Modern copywriting also includes content published on the Internet. And although this is nothing new, online sales are booming right now. They owe their korea telegram phone number list popularity, among other things, to the pandemic, which forced many business owners to move online. Meanwhile, online sales are governed by slightly different rules, mainly related to the presence of a website in Google search results.
In order for the offer to become visible to the target group, creating content based on typical copywriting principles is definitely not enough . Texts must meet Google's algorithm guidelines - this is the only way to reach and stay in high positions in the search engine.
Demystify the bad reputation of SEO texts
Just a dozen or so years ago, it was enough to saturate (or even oversaturate) content with keywords to take decent positions in search results. In this way, the Internet was flooded with low-quality texts that had nothing to do with copywriting. They carried practically no value for the Internet user. This is how the bad reputation of SEO texts was born, which – fortunately – are increasingly rarely associated with low-quality content.
The turning point came around mid-2011 with the introduction of the Panda algorithm, which was designed to eliminate low-quality and duplicate content. Then, slowly, things started to change – for the better.
Copywriting and SEO – they don't exclude each other
Google, as stated in its mission, aims to organize information resources so that they are accessible and useful to everyone. That is why it values, above all, high-quality content that is useful from the perspective of the Internet user.
By limiting yourself to classic copywriting, you will provide the client with valuable text, but you will only slightly increase your chances of improving visibility in search results. However, by focusing only on activities that strengthen positioning, you will achieve the opposite effect to the intended one. Content written with search engine robots in mind will be quickly picked up by clients and will certainly be met with dissatisfaction.
Modern copywriting is about the skillful use of sales techniques combined with the most important SEO principles.
The key to success is finding the golden mean – so that the text maintains a sales character and at the same time meets the rules set by the Google search engine. Therefore, you do not have to give up on sales techniques and providing the customer with information in an encouraging form.
Check out: How to implement copywriting combined with SEO?
The principles of copywriting and SEO are not mutually exclusive. We know this because we use both when creating content – regardless of its nature and purpose.
Before preparing texts for a specific client, we ask for answers to a few questions that will help create content. Some also provide a list of keywords – prepared independently or by an SEO agency. If we do not receive such a list, we select the basic phrases ourselves – thanks to this, the text becomes attractive not only to the target group, but also to Google.
We are perfectly aware that even the best copywriting text will not fulfill its role once it is placed on the Internet. Therefore, we try to increase its visibility in search results by placing keywords, appropriate formatting and introducing other elements supporting the positioning process.
Remember! Keyword placement, H1 and lower headings, and internal linking are elements that we use to enrich the texts we prepare. However, we cannot guarantee that their introduction will translate into reaching the TOP10 search results. Occupying the top position in Google depends on many other factors.
SEO-Friendly Copywriting – Keywords Are Not Enough…
Keyword insertion, while important from an SEO perspective, should not be the only action taken to get a higher position in search results. The focus should be on creating content that meets the rules of copywriting, because the basis is interesting content that engages the audience.
Remember! Don't give up on SEO principles, but write primarily with people in mind - the actual recipients of your content. If you provide them with interesting content, it can spread across social media. The increased reach will indicate its popularity and high value, which Google robots will appreciate.
Pay attention to the intentionality
Only by knowing your audience and their needs will you be able to create text that meets expectations. Demographic data is often not enough, so pay attention to, among other things, the buyers journey. The point is for the texts to reach the right people at different stages of the marketing funnel. Some have clearly defined shopping needs, while others are still looking for the right solutions.
In this article you will learn:
why classic copywriting is not enough to break through the online competition
what factors can determine a better position of the website in search results
what is SEO copywriting.
Copywriting – then and now
Copywriting in its classic form is the art of creating advertising messages using popular sales techniques . A dozen or so years ago, it was mainly used to create slogans, commercials, and content placed on product packaging.
Modern copywriting also includes content published on the Internet. And although this is nothing new, online sales are booming right now. They owe their korea telegram phone number list popularity, among other things, to the pandemic, which forced many business owners to move online. Meanwhile, online sales are governed by slightly different rules, mainly related to the presence of a website in Google search results.
In order for the offer to become visible to the target group, creating content based on typical copywriting principles is definitely not enough . Texts must meet Google's algorithm guidelines - this is the only way to reach and stay in high positions in the search engine.
Demystify the bad reputation of SEO texts
Just a dozen or so years ago, it was enough to saturate (or even oversaturate) content with keywords to take decent positions in search results. In this way, the Internet was flooded with low-quality texts that had nothing to do with copywriting. They carried practically no value for the Internet user. This is how the bad reputation of SEO texts was born, which – fortunately – are increasingly rarely associated with low-quality content.
The turning point came around mid-2011 with the introduction of the Panda algorithm, which was designed to eliminate low-quality and duplicate content. Then, slowly, things started to change – for the better.
Copywriting and SEO – they don't exclude each other
Google, as stated in its mission, aims to organize information resources so that they are accessible and useful to everyone. That is why it values, above all, high-quality content that is useful from the perspective of the Internet user.
By limiting yourself to classic copywriting, you will provide the client with valuable text, but you will only slightly increase your chances of improving visibility in search results. However, by focusing only on activities that strengthen positioning, you will achieve the opposite effect to the intended one. Content written with search engine robots in mind will be quickly picked up by clients and will certainly be met with dissatisfaction.
Modern copywriting is about the skillful use of sales techniques combined with the most important SEO principles.
The key to success is finding the golden mean – so that the text maintains a sales character and at the same time meets the rules set by the Google search engine. Therefore, you do not have to give up on sales techniques and providing the customer with information in an encouraging form.
Check out: How to implement copywriting combined with SEO?
The principles of copywriting and SEO are not mutually exclusive. We know this because we use both when creating content – regardless of its nature and purpose.
Before preparing texts for a specific client, we ask for answers to a few questions that will help create content. Some also provide a list of keywords – prepared independently or by an SEO agency. If we do not receive such a list, we select the basic phrases ourselves – thanks to this, the text becomes attractive not only to the target group, but also to Google.
We are perfectly aware that even the best copywriting text will not fulfill its role once it is placed on the Internet. Therefore, we try to increase its visibility in search results by placing keywords, appropriate formatting and introducing other elements supporting the positioning process.
Remember! Keyword placement, H1 and lower headings, and internal linking are elements that we use to enrich the texts we prepare. However, we cannot guarantee that their introduction will translate into reaching the TOP10 search results. Occupying the top position in Google depends on many other factors.
SEO-Friendly Copywriting – Keywords Are Not Enough…
Keyword insertion, while important from an SEO perspective, should not be the only action taken to get a higher position in search results. The focus should be on creating content that meets the rules of copywriting, because the basis is interesting content that engages the audience.
Remember! Don't give up on SEO principles, but write primarily with people in mind - the actual recipients of your content. If you provide them with interesting content, it can spread across social media. The increased reach will indicate its popularity and high value, which Google robots will appreciate.
Pay attention to the intentionality
Only by knowing your audience and their needs will you be able to create text that meets expectations. Demographic data is often not enough, so pay attention to, among other things, the buyers journey. The point is for the texts to reach the right people at different stages of the marketing funnel. Some have clearly defined shopping needs, while others are still looking for the right solutions.