Ranking your website on google requires regular SEO writing and editing.
Search engine optimization is an enormous industry with multiple specialties. Writing is just one of them.
In this article, I’ll go over what SEO writing means for your content and how to apply copywriting formulas that’ll create more meaningful interactions for users. I’ll also talk about some other things you should consider for a high Google ranking.
SEO Writing Dates Quickly
Oh, did you see that flash? That’s all the technology of yesterday outpacing your sleep-wake cycle.
Things evolve fast these days, especially in digital marketing. SEO writing is built around specific keywords and search behaviors that change more often than a teenager’s mood.
Anything you wrote last year or before is probably outdated.
Updating your website and blog’s SEO writing is essential to improving your content’s performance.
If you’re struggling to stay on track with marketing content, try creating a calendar in Google or Outlook, and use Excel to plan topics and keywords.
The Do’s and Don’ts of SEO Writing
What Not to Do with Your Content
SEO is divided into creative and technical sections. Creative includes things like SEO writing, image optimization, and developing multiple content types for the different parts of your sales funnel.
Technical SEO includes maximizing page load speed and ensuring the entire site is mobile friendly. There’s more to it than this, but speed and screen size adaptation are the most critical pieces.
With commerce shifting to digital platforms, SEO is vital to your marketing plan. Search engines are brilliant, though, so here’s what not to do with your content in SEO writing:
I like focusing on what I should be doing, so let’s cover a few ways to optimize your SEO writing and maximize your content’s performance in Google.
What TO Do to Start SEO Writing
Whether you’re starting from scratch or overhauling an existing website, follow these steps to start ranking higher in Google.
Keywords should be well-researched and strategically placed. A few free keyword research tools include:
- Google Keyword Planner
- Google Search autocomplete
- Your website’s Google Search Console
- Google My Business Insights
Start with a one- or two-word primary keyword. Find medium-level competitive keywords in Google’s planner tool, and explore those further in search engines, on social media, and throughout your competitors’ websites.
Use one primary keyword per page and post. Create a long-tail keyword for every 500 words. Aim for a natural writing style while aiming for 0.5-1% keyword density for your primary and long-tail keywords.
Once you have a list of keywords and phrases you want to work with, it’s time to write!
Apply Copywriting Formulas to Your Website & Blog
Every company sells something. It makes sense to ensure your website’s pages and posts – even the strictly informational ones – have some copywriting to maximize online business performance.
Copywriting is the art of writing sales copy. It’s a skill set that requires a thorough review of the audience and a formulaic writing approach.
If you intend to sell something – a product, service, idea, promotion, or even yourself – copywriting convinces strangers to become customers and customers to become advocates.
A couple of dozen copywriting formulas are available to help you enhance the visitor’s online experience and make you more memorable. I’ll show you my favorites below.
My Top 3 Favorite Copywriting Formulas
I start with one of these three copy formulas for web pages. Sometimes, they morph together on a single page, and other times I end up using an entirely different recipe.
Formulas help organize thoughts. Don’t be afraid to use them creatively. I encourage you to edit everything you write at least three times over two days before making it public!
Formula #1: FAB (Features, Advantages, and Benefits)
State the most prominent features that would interest your visitors. Describe all the best advantages of those features. Paint them a picture of how they’ll benefit from using your product or service.
Remember to include a call to action. Always ask the visitor to do something at the end of every page and post!
Formula #2: AIDA (Attention, Interest, Desire, Action)
This time-proven formula is everywhere. Use it a few times, and you’ll start recognizing it on your favorite websites and brands.
- Grab attention at the beginning.
- Build on their interest
- Create a desire
- Inspire an action
Here’s an example from Moz:
Formula #3: PAS (Problem, Agitate & Solve)
This one is quite popular and one of the easiest copywriting formulas to follow.
- Identify a problem or pain
- Agitate the hell out of it!
- Solve the problem.
As always, remember to ask them to do something at the end. “Call Today,” “Schedule Now,” “Add to Cart,” etc.
Copywriting Formulas for Informational Pages and Posts
You may not think you need sales copy for informational pages posts. You’d be mostly right. You don’t need to sell anything on those pages, but you do need the flow of storytelling. That’s where the below formulas are useful.
If you get stuck on your informational pages and posts, start with one of these famous formulas to spark the creative fuse.
Formula 1: PASTOR
I start with PASTOR for blog posts, which include these six elements:
- Identify the person, problem, or pain point and capture attention.
- Amplify the problem or the consequences of not solving the problem and eliminating the pain. Do it dramatically.
- Create the story, solution, or system to solve the problem. Guide them to understanding.
- Offer testimonials or describe the transformation of the solution.
- Build an offer (spend most of your time in this section talking about the transformation above).
- Ask for a response or get them to act.
Formula #2: The 4 Ps
There are two versions:
- Picture, Promise, Prove and Push
- Problem, Promise, Proof, and Proposal
Both work well, depending on your topic. Experiment! See which one suits you best, or mix them up!
Formula #3: The 4 Cs
The 4 Cs help create a good topic flow by asking a few simple questions.
- Is it clear?
- Is it concise?
- Is it compelling?
- Is it credible?
More Tips for Writing SEO Content
You’ve got your formulas, keywords, and I’m betting a few good ideas. Here are a few more tips for SEO writing:
Other Elements for a High Google Ranking
When optimizing your website for Google, there are a few other things to keep in mind:
- Your website page load speed needs to be fast. If your pages take too long to load, they’ll go elsewhere. Test it on Google or Pingdom.
- Backlinks and a robust internal link profile can help you build authority.
- Your website should have a responsive format so visitors can see it on multiple devices.
- Offer visitors a safe and secure website with an active SSL certificate.
- Verify your business information on directory listings to ensure there are no NAP issues. These issues arise when you have inconsistent contact and location information on different directors.
- Social shares and signals indicate to Google your content is valuable.
SEO is a big project. Take one step at a time. Start with improving your content and checking your website’s health.
Stay Ahead of Your SEO Writing
It’s kind of like when you make a resolution to go to the gym more often. You know you’ll need some help, so you enlist a friend or family member for support.
Receiving my monthly newsletter will help you learn new ways of communicating with your audience. Every month, I send out an email chock-full of helpful tips, learning materials, resources, and news about industry changes. Each issue includes topics like:
- What’s New in Google – The Simple Version
- Tips for Copywriting or Content Writing
- New Ideas for Content Creation
- Write This
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My newsletters focus on providing you with useful information and tools that’ll make your marketing content writing tasks a bit easier.
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