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Holistic SEO is an interdisciplinary marketing strategy aimed at making the best website in a specific niche market. In order to do so, the technical design of your website should be excellent, the UX of your website flawless, and all security aspects covered. Most important, however, is that the content of your website should be well-written and targeted at the audience your website serves. This approach requires rather advanced SEO writing skills.
The most important tip for this phase of SEO copywriting is to just write. People often have trouble coming up with the first sentence (or the first paragraph for that matter). But, at this stage, you can skip writing that first paragraph altogether. Just put down a couple of words referring to the content that your first paragraph should contain and start writing the second paragraph. Beginnings and endings are easier to write once you’ve fleshed out the main body of your post.
Creating new content by your local team is the safest choice, with probably the highest quality result. However, it is very time consuming and you’re not taking full advantage of the content that’s already there.
Write the best copy!
If you want to develop an attractive writing style, it really helps to read a lot. Reading (novels, blogs, magazines, whatever) will inspire you to write your own awesome articles. It will teach you how other people form their sentences and build their paragraphs. It teaches you how to use humor and how to play with language. Plus, it allows you to develop a gut feeling about what makes a nicely readable article. If you want more tips on how to develop your writing style, read our blog post about how to achieve an attractive writing style.
To read more tips on writing readable texts, read our post with tips on how to make blog posts more readable and our post with tips on how to improve the typography of your blog. These tips will really help you fine-tune your SEO copywriting process.
Check whether the structure between paragraphs is clear. Are the topics in your article presented in a logical order, or do you need to make some changes?
You should also check your headings and subheadings. Make sure your focus keyword is in one of those headings and subheadings. But equally important, make sure the headings help your readers to grasp the structure of your text. In the article on how to use headings on your site, we explain how to use them.
While writing, use the structure you created in the preparation phase as an outline and write the paragraphs according to that plan. Make sure you write clear paragraphs. Start each paragraph with the most important sentence, then explain or elaborate on it. Your readers will be able to grasp the most important content from your article, by just reading the first sentences of your paragraphs.
Once you’ve decided upon a topic or a story you want to write, the actual SEO copywriting begins! The SEO writing process consists of three stages: preparing, writing and correcting (or editing).
Stick to the structure of your text.
In any case, you need to think about your user’s intent before you start writing, simply because an informative text is written differently from a persuasive text. The language you’ll use when writing an informative text should be clear and focused, whereas persuasive language will usually be very positive, with more focus on the reader. And amusing texts tend to use more informal language, wordplay, or exaggerations.
Once you have formulated a clear mission statement, you can start making a list of all the search terms (keywords) you want your website to be found for. If your mission is clear, you should have little trouble coming up with search terms that apply to your niche market and your unique selling points. These will be the keywords you want to be found for.
If you’ve found a great format for these kinds of posts or pages, you can use Yoast Duplicate Post to use that format for similar pages. With it, you can clone a post, and easily fill it with the content your page will be about.
Reading from a screen is hard, so if you want your readers to read your entire blog post, you need to make it easy to read. Posts that are nice and easy to read will result in more returning visitors and a higher conversion rate. Most importantly, make sure your text is pitched right for the audience you’re writing for.
Use Yoast SEO.
Before starting the actual keyword research, you should think about your mission statement. This is what makes you stand out from the crowd. While formulating your mission statement, you should consider questions like: who are you, and what is your blog about? What makes it unique? Take your time to formulate and write down your mission statement. For more information on creating mission statements, read our post on how to write a mission statement for your website.
The first question in the list is: what’s the purpose of your article. It’s important to think about that beforehand because it affects how you should write your article. Do you want to inform users? Amuse them? Or persuade them to do something on your site? The preparation step is also when you should consider your visitor’s intent. If your keyword research clearly demonstrated that the intent behind a certain query is informational, and you want to write a persuasive, sales-focused page for that keyword, that’s not a great match. Of course, if you’ve given your keyword strategy some thought, this won’t be a problem.
If a sentence isn’t grammatically correct or sounds awkward, just keep going and don’t worry about it just yet. You can rewrite these things in the next phase, which is editing. In the writing phase, it is important to stay in the flow of writing.
The editing phase is the phase of the SEO copywriting process in which you should ‘kill your darlings’. Don’t be afraid to throw stuff out. You should read and re-read and re-re-read your post and correct any awkward sentences, unclear phrasing, and jumbled paragraph structures. Here are five steps to take in order to thoroughly edit your article.
Everyone loves a good story, and most people can probably also tell a good story – especially from personal experience. Great news: you can use the power of stories in your SEO copy! Whether it’s in blog posts or on product pages, including a (relevant) story will go a long way in catching your reader’s interest. Stories can provide more clarity and could even help your readers remember you more easily.
Headlines should inform readers what they will learn by reading individual paragraphs or the page as a whole.
You can also use our Topic Research Tool, which provides headlines, related questions, and more based on the keyword you enter.
The use of visual elements can increase readers’ time on page and trigger them to share the graphic on social media. This strategy can increase the reach of your content, and the media, when appropriately optimized, could be used in the SERPs.
Like with headlines, readers like to skim through paragraphs to find the information they need quickly. Vast walls of text are daunting and challenging to scan.
Keep in mind that alt tags are for accessibility purposes as well. Those who use screen readers use alt text to learn more about particular images on particular pages.
From a copywriting perspective, this can improve your copy’s conversion rate and the ROI of your content.
Pro tip: Include CTAs throughout your copy as readers might not read the entire page. Be sure to include them sparingly so your page isn't spammy.
Here are three reasons you need to invest in SEO copywriting for your business:
The first step for any copywriter is to identify keywords before writing.
Make sure to limit the use of too tricky words to read You can educate your readers on industry and brand terms, but it’s also important to provide a straightforward explanation.
One primary purpose of copywriting is to drive users further along the customer journey.
In this guide, we’ll review the basics and cover 10 tips that will help you become a top-notch copywriter.
Use CTAs to show your users what they may be looking for next. You can use simple links, buttons, images, and more.
According to our research, 36% of articles with H2 and H3 tags have better performance in traffic, shares, and backlinks.
3. Identify & Map Search Intent.
Do you need to add every result to your page? Not at all — just the ones that are relevant to your business.
Remember the term “search intent”? A user will (ideally) land on your page for a reason. If they were looking for informational content, you might want them to move to a product page next.
You can also use the Keyword Overview Tool to get a detailed analysis of the SERP for that keyword.
Bullet points & numbered lists.
You can export this data to prepare a content outline or start crafting your content with the SEO Writing Assistant.
Half of the U.S. population reads below an 8th-grade reading level. However, this doesn’t mean they cannot read more complicated texts.
9. Include CTAs (Calls-to-Action)
But before we get ahead of ourselves, let’s dive into the four types of keyword intent:
From an SEO perspective, this may improve your page views, decrease bounce rate, and send positive engagement signals to Google.
If you want to check the readability score, use the SEO Writing Assistant tool. It automatically analyzes your target keywords and suggests the optimal readability level for your copy based on your top rivals.
Break up long sections with bullets or numbered lists and graphics that inform the user.
And don’t forget about adding image alt tags (descriptions for images you use throughout your copy). Google has been providing more image results over the years, so this can help with search engine rankings.
The idea of a search engine is to make finding information as easy as possible. This is why Google continues to develop SERP features; users don’t even need to click on a page for results.
If you want to outsource content creation, you can do so with Content Marketplace. The Content Marketplace allows you to access professional copywriters without manually searching for them.