Master the Art of SEO Copywriting: Step-by-Step Guide
Table of Contents
- Introduction
- Research Phase
- Drafting Phase
- Editing Phase
- Conclusion
- Additional Resources
Introduction
SEO copywriting is a challenging craft that requires creating content that is both search engine-friendly and appealing to human users. In this tutorial, we will explore the steps involved in SEO copywriting and provide insights into the process using a hypothetical example of creating content on the topic of "how to get better sleep."
Research Phase
Search Intent
Understanding search intent is crucial for creating content that satisfies user queries. By analyzing search results, we can identify the primary purpose behind a searcher's query. For example, searching "slow cooker" in Google reveals that the search results mostly consist of shopping ads and product pages. This indicates a transactional and commercial search intent. On the other hand, searching "slow cooker recipes" shows that blog posts with lists of recipes dominate the top results, suggesting an informational search intent. By examining the search results for our target query, "how to get better sleep," we can determine the preferred content format and angle.
Content Format and Angle
Analyzing the top-ranking pages for our target query reveals that listicles with tips for better sleep are prevalent. These tips include avoiding alcohol, maintaining a sleep schedule, and reducing naps. We can incorporate our unique perspective on these foundational sleep tips in our content. Additionally, exploring related questions in the "People Also Ask" box provides valuable insights to include in our post, such as information on the recommended hours of sleep by age and the causes of lack of sleep. By considering the language and topics covered by the top-ranking pages, we can tailor our content to meet searchers' expectations.
Common Keyword Rankings
Examining the common keyword rankings among the top-ranking pages for our target query allows us to understand the language used by our target audience and the topics closely related to the search query. Tools like Ahrefs' Content Gap tool can provide valuable insights into the keywords these top pages rank for. By incorporating relevant keywords like "good night's sleep" and "deep sleep," we can align our content with what searchers are looking for. Additionally, keywords related to sleep schedules highlight the importance of including tips on establishing a consistent routine.
Drafting Phase
Copywriting Tips for the Intro
The introduction sets the tone for the content and should engage readers from the outset. One effective method is using the PAS formula, which involves addressing a problem, agitating it, and offering a solution. For example, in our hypothetical article on how to get better sleep, we could start with an introduction that highlights the negative impact of poor sleep and the benefits of following a sleep schedule. This introduction hooks the reader and provides context for the rest of the content.
Writing the Body
The body of the content should provide valuable information and deliver on the promises made in the headline. By leveraging the outline created during the research phase, we can structure the body to showcase the tips for better sleep. Depending on the type of content (landing page or blog post), the body can focus on highlighting product features or resolving the reason for the visit to build trust with the audience. The key goal of the body is to provide immense value to the reader.
Creating the Conclusion
The conclusion is where the content is wrapped up, and readers are directed to their next step. For example, for a landing page, the conclusion might lead visitors to a sales or checkout page, while for a blog post, it might recommend reading another related article or exploring product offerings. The main aim of the conclusion is to avoid leaving the reader at a dead end and provide a clear path for further engagement.
Editing Phase
The ASMR Method
Editing is a crucial stage for ensuring the content's messaging is effective and easy to consume. The ASMR method can be employed for this purpose. The A represents adding annotations or side notes to highlight important points in the content. The S stands for shortening sentences and paragraphs to improve readability. The M suggests adding multimedia elements like videos, images, and gifs to enhance understanding. Lastly, the R indicates reading the copy aloud to identify any flow issues. By following these checks, the content can be refined for a seamless reading experience.
Simplifying and Improving Readability
Another aspect of the editing phase is simplifying the content's complexity and improving its readability. This can be achieved by using simpler language and avoiding excessive industry jargon. Tools like the Hemingway app can help assess the reading level of the content, aiming for a sixth to eighth-grade reading level. Ensuring that the content flows smoothly and is easily understandable enhances user experience.
Conclusion
In conclusion, SEO copywriting requires a balance between creating content that satisfies both search engines and human users. By conducting thorough research, crafting an effective outline, drafting engaging content, and refining it through the editing phase, we can create optimized and high-quality content. Following best practices for on-page SEO complements the overall SEO copywriting process. By aligning our content with search intent and providing valuable information, we can improve our chances of ranking well and satisfying user queries.
Additional Resources
