Don’t forget the power and beauty of literary components
I’ve read a lot of blog articles on SEO copywriting lately that have stressed the importance of “writing well”. As the topic of “writing well” is immense, and a bit vague, I decided to spend some time discussing what writing well actually means in the world of SEO copywriting.
New writers to the world of SEO copywriting may think that it’s all about keyword phrases. I did. When I began writing search engine optimized copy, I spent way too much time focusing on where to include my keywords and how many to use, instead of looking at the full picture.
I was creating content with the goal of getting it found in search engines, preferably high up in the rankings. But I wasn’t thinking like a writer. I was thinking like a strategist by devising the best plan for riddling the articles with keywords.
This strategist mindset probably couldn’t be considered wrong, but it could certainly be elaborated upon to serve your SEO copywriting better. I’ve heard the term “content is king” many times and I can understand the thought process behind it. But in my SEO copywriting battles, I don’t just want the king on my side; I want an entire army so victory can be had.
What it takes to win on the SEO battlefield
In order to be great content, it must possess flair and incorporate intrigue. To me, words have always been a means to an end. The desired end to SEO is a high rank in Google. But that is rarely the desired end to writers. Instead, writers strive to create something worthy of the reader’s time; a piece engaging enough that the reader will reach the end of it and be left with knowledge, an emotional awakening, or the desire to take action.
The clear winners on the SEO battlefield are those who strive to reach two end points; the page-one ranking on Google and the creation of an article a reader can’t stop reading (and preferably Tweeting afterwards).
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Two tips on writing well for SEO copywriting
SEO copywriting for writing well tip #1 – Use a wide vocabulary. Although keywords are a focus, use additional words that are synonymous with them. The wider vocabulary range you use, the more authoritative and legitimate your piece will appear to Google. The ability to place value on content by inspecting words similar to the keywords is known as latent semantic indexing. This term is based on the notion that words often have similar meanings while being used in similar contexts.
Plus, while striving for a keyword density of around 3%, you will not want to add too many keywords and make it look like spam to the Google bots.
SEO copywriting for writing well tip #2 – Use literary terms. Approach your pieces as if they were going to be graded by a creative writing professor. Don’t go overboard, but remember that metaphors, similes, and alliterations can paint beautiful, eye-catching mental pictures when done properly.
Metaphors have been used throughout copywriting and advertisements for years. Choose carefully how and when you want to include this literary term and make sure your desired meaning is clear.
If you succeed in optimizing and writing well, imagine not only ranking high in Google, but also being remembered by your audience for creative content that held their attention, and had them wanting more.
If you want more information on SEO copywriting then you’re in luck. Peter A. Schaible, Mequoda’s Chief Copywriter, will be hosting the SEO Copywriting Workshop webinar on May 25th, 12:30 pm EST.
Great post! This covers a lot of what I talk about in my SEO copywriting blogs. Yes, you should add words related to the keywords, so that the search engines can put your content in the proper context. Creating mental pictures is also good. Another suggestion that incorporates both– tell stories and give examples. They help the reader grasp your point. If you can be both a good SEO writer and a good storyteller, you’ve got it made!