10 tips On Writing Better Copy for SEO

Writing copy that appeals to both search engines and human readers is hugely important. SEO-oriented copywriting continues to evolve, with new trends and best practices emerging. This article presents ten essential tips to help you create SEO-friendly content that ranks well and engages your audience. By implementing these strategies, you'll be better equipped to navigate the complexities of modern SEO and create content that stands out in an increasingly competitive digital landscape.

1. Understanding user intent

One of the most significant shifts in SEO copywriting is the increased focus on user intent. Search engines have become more sophisticated in interpreting what users are looking for when they enter a query. Google's algorithms, in particular, have become adept at understanding the context and purpose behind search terms, making it essential for content creators to align their writing with user expectations.

Analyse search queries

Identify the purpose: Determine whether you are writing for users who are seeking information, looking to make a purchase or trying to find a specific website. This understanding will guide the tone, structure and depth of your content. For informational queries, focus on providing comprehensive, well-researched information. For transactional queries, emphasise product features, benefits and calls-to-action.

Address user needs: Tailor your content to provide direct answers or solutions to the user's query. This might involve creating detailed how-to guides, comparison articles or in-depth product reviews, depending on the nature of the search. By addressing user needs comprehensively, you increase the likelihood of your content being seen as valuable by both search engines and readers.

Create comprehensive content

Develop content that covers all aspects of a topic, anticipating and answering related questions users might have. This approach not only satisfies user intent but also increases the likelihood of ranking for multiple related keywords. Consider creating pillar pages or content hubs that thoroughly explore a subject from various angles, linking to more specific, detailed articles on related subtopics. This strategy can establish your site as an authoritative resource in your niche, potentially improving your overall search visibility.

2. Optimising for featured snippets

Featured snippets, also known as "position zero" results, appear at the top of search engine results pages (SERPs) and can significantly increase your visibility. These snippets are designed to provide quick, concise answers to user queries directly in the search results. Optimising your content for featured snippets can dramatically improve your click-through rates and overall search performance.

Structure your content

Use clear headings: Organise your content with descriptive H2 and H3 tags that mirror common search queries. This structure not only makes your content more scannable for readers but also helps search engines understand the hierarchy and relevance of your information. Consider using questions as headings, as these often align well with featured snippet opportunities.

Employ lists and tables: Present information in easily digestible formats that search engines can easily extract for featured snippets. Numbered lists work well for step-by-step instructions or ranked items, while bullet points are effective for unordered lists of tips or features. Tables can be particularly useful for comparisons or presenting data in a structured format. Ensure that your HTML markup is clean and semantic to increase the chances of your content being selected for a featured snippet.

Provide concise answers

Offer direct, succinct answers to specific questions within your content. Aim for responses that are around 40-60 words long, as these are often ideal for featured snippet selection. Place these concise answers near the top of your content, preferably immediately after the relevant heading. While providing a brief answer, make sure to elaborate further in the subsequent paragraphs to offer comprehensive value to readers who click through to your page.

3. Incorporating long-tail keywords

Long-tail keywords are longer, more specific phrases that users are likely to use when they're closer to making a purchase or when they're using voice search. These keywords typically have lower search volumes but often lead to higher conversion rates due to their specificity. Incorporating long-tail keywords effectively can help you target niche audiences and capture more qualified traffic.

Conduct thorough keyword research

Use tools such as Google Keyword Planner, Ahrefs or SEMrush to identify relevant long-tail keywords in your niche. Look for phrases that have reasonable search volumes but lower competition. Pay attention to related searches and "People also ask" sections in Google search results to uncover additional long-tail opportunities. Consider using tools that provide keyword difficulty scores to help prioritise your targeting efforts.

Integrate naturally

Weave long-tail keywords into your content in a way that sounds natural and adds value to the reader. Avoid keyword stuffing, which can negatively impact both user experience and SEO. Instead, focus on creating content that naturally addresses the topics and questions represented by your chosen long-tail keywords. Use variations and synonyms of your target phrases to maintain a natural flow while still signalling relevance to search engines. Consider creating dedicated pieces of content around specific long-tail keywords to thoroughly address niche topics and capture highly targeted traffic.

4. Crafting compelling meta descriptions

While meta descriptions are not direct ranking factors, they play a crucial role in encouraging users to click through to your content from the SERPs. A well-crafted meta description acts as ad copy for your page, giving users a preview of what to expect and enticing them to choose your result over others.

Write unique descriptions

Create a custom meta description for each page, summarising the content and including the primary keyword. Avoid using the same description across multiple pages, as this can lead to missed opportunities to highlight unique aspects of each piece of content. Aim for descriptions that are between 150-160 characters to ensure they display fully in search results across various devices. Use active voice and focus on the key benefit or value proposition of your content to make your description stand out.

Use action-oriented language

Encourage clicks by using strong verbs and a clear call-to-action in your meta descriptions. Phrases such as "Learn how to", "Discover the secrets of" or "Find out why" can be effective in prompting user action. Consider including numbers or statistics to add specificity and credibility to your description. While it's important to be compelling, ensure that your meta description accurately reflects the content of the page to avoid disappointing users and potentially increasing bounce rates.

5. Optimising for voice search

With the increasing popularity of voice-activated devices, optimising for voice search has become essential for SEO copywriting. Voice queries tend to be longer and more conversational than typed searches, often taking the form of complete questions. Adapting your content strategy to accommodate this trend can help you capture a growing segment of search traffic.

Focus on conversational language

Write content that mirrors natural speech patterns, as voice queries tend to be more conversational than typed searches. This might involve using more informal language, contractions and question-based headings. Consider creating FAQ sections that directly address common voice queries in your niche. When writing these sections, try to imagine how someone might ask a question out loud and structure your content accordingly.

Target question-based keywords

Incorporate common questions into your content, using phrases such as "how to", "what is" and "why do". Use tools such as Answer the Public or look at the "People also ask" sections in Google search results to identify relevant questions in your niche. Structure your content to provide clear, concise answers to these questions, ideally within the first paragraph or two of the relevant section. This approach not only helps with voice search optimisation but also increases your chances of appearing in featured snippets.

6. Enhancing readability

Readable content not only improves user experience but also helps search engines understand and rank your content more effectively. When users find your content easy to read and understand, they're more likely to engage with it for longer periods, sending positive signals to search engines about the quality of your page.

Use short paragraphs

Break up your text into smaller, easily digestible paragraphs of 2-3 sentences each. This approach makes your content less intimidating and easier to scan, especially on mobile devices. Use transition words and phrases to maintain a logical flow between paragraphs, ensuring that your ideas are connected and easy to follow. Consider varying paragraph lengths to create rhythm in your writing and maintain reader interest.

Employ formatting techniques

Use bullet points, numbered lists and subheadings to structure your content and make it easier to scan. Embolden important points or key phrases to draw the reader's attention to crucial information. Consider using block quotes to highlight important statements or testimonials. Ensure that your formatting is consistent throughout your content and aligns with your overall brand style guide. Use whitespace effectively to give your content room to breathe and make it more visually appealing.

7. Employ internal linking

Internal linking helps search engines understand the structure of your website and the relationships between different pieces of content. A well-planned internal linking strategy can improve user navigation, distribute page authority throughout your site and increase the time users spend engaging with your content.

Create a logical link structure

Link to relevant, related content within your site to provide additional value to readers and help search engines discover more of your pages. Consider creating topic clusters, where a main pillar page links to several related, more specific pages. This structure can help establish topical authority and improve your site's overall SEO performance. Regularly audit your internal links to ensure they remain relevant and up-to-date, removing or updating any broken or outdated links.

Use descriptive anchor text

Ensure your anchor text accurately describes the content you're linking to, rather than using generic phrases such as "click here". Descriptive anchor text provides context for both users and search engines, helping them understand the relevance of the linked content. Vary your anchor text to avoid over-optimisation, which can be seen as manipulative by search engines. Consider the context of the surrounding content when crafting your anchor text to ensure it flows naturally within the sentence or paragraph.

8. Prioritising mobile optimisation

With mobile-first indexing, ensuring your content is optimised for mobile devices is crucial for SEO success. Google predominantly uses the mobile version of your site for indexing and ranking, making mobile optimisation a fundamental aspect of SEO copywriting.

Design for mobile screens

Ensure your content is easily readable on smaller screens, with appropriate font sizes and ample white space. Use responsive design techniques to ensure your content adapts seamlessly to different screen sizes. Consider the placement of images and other media elements to avoid disrupting the flow of your text on mobile devices. Use shorter sentences and paragraphs to improve readability on smaller screens and ensure that any interactive elements are easily tappable on touchscreens.

Optimise page load speed

Compress images, minimise code and use browser caching to improve your page load times on mobile devices. Consider implementing Accelerated Mobile Pages (AMP) for content-heavy pages to provide an ultra-fast mobile experience. Use tools such as Google's PageSpeed Insights to identify specific areas for improvement in your mobile performance. Remember that mobile users often have less patience for slow-loading pages, so every second counts in maintaining engagement and reducing bounce rates.

9. Incorporating multimedia elements

Multimedia content can enhance user engagement and provide additional context for search engines. By incorporating a variety of media types, you can cater to different learning styles and preferences, making your content more accessible and appealing to a wider audience.

Use relevant images and videos

Include high-quality visual content that complements your written copy and helps illustrate key points. Infographics can be particularly effective for presenting complex information in an easily digestible format. Consider creating custom images or graphics that align with your brand identity and add unique value to your content. For video content, consider creating short, informative clips that summarise key points or demonstrate processes discussed in your text.

Optimise multimedia elements

Use descriptive file names, alt text for images and transcripts for videos to provide additional context for search engines. Compress images to ensure they don't negatively impact page load times, especially on mobile devices. For videos, consider hosting them on platforms such as YouTube and embedding them in your content, as this can provide additional SEO benefits through increased visibility on video search results. Ensure that your multimedia elements are responsive and display correctly across different devices and screen sizes.

10. Regularly updating content

Search engines favour fresh, up-to-date content. Regularly reviewing and updating your existing content can help maintain and improve your search rankings. This practice also demonstrates to both users and search engines that your site is actively maintained and committed to providing current, relevant information.

Conduct content audits

Periodically review your existing content to identify opportunities for updates or improvements. Look for outdated information, broken links or areas where the content could be expanded or refined. Use tools such as Google Analytics to identify which pages are performing well and which might need attention. Consider setting up a regular schedule for content audits, such as quarterly or bi-annually, to ensure your site remains current and competitive.

Refresh outdated information

Update statistics, examples and references to ensure your content remains accurate and relevant. Consider adding new sections to cover recent developments in your topic area. When making significant updates, consider changing the publication date on the page to signal to search engines that the content has been refreshed. However, be cautious about making major changes to high-performing pages without careful consideration, as this could potentially impact their current rankings.

Conclusion

As we've explored in these ten tips for writing better copy for SEO, the field of SEO copywriting is complex and constantly evolving. Staying ahead in this dynamic landscape requires not only a deep understanding of these techniques but also the ability to adapt to new trends and algorithm updates. The rapidly changing nature of SEO tells us that continuous learning and hands-on experience are essential. By consistently applying these principles and staying informed about industry developments, you can create content that not only ranks well in search engines but also provides genuine value to your audience, establishing your brand as a trusted authority in your niche.