How To Write For Search Engines

Posted by Netmatters
30th October 2015

Writing content for a website can be a complex task, because you need to consider how it will be interpreted by search engines as well as by people.

Making the content you create appeal to both of these audiences is the main challenging in creating engaging content, this is where copywriting comes in. Copywriting is writing for both  SEO and your audience, which requires an understanding of SEO.

SEO is not as complicated as you might think though. SEO is all about putting your audience first, with the search algorithms taking the back seat in terms of priority. Successful content goes further than being there just for search engines, aiming on first appealing to the user reading the content and then solving a problem that the content has identified.

An infographic with various website names showing content is king
Why Would You Undertake Copywriting?
Copywriting is creating content with the intention of encouraging the reader to engage and take action upon something, for example this could be downloading a guide, signing up for a newsletter or starting a free trial for a service. Copywriting is an art, one that is difficult to master, prompting readers to engage with the brand that they are writing for and empowering them at the same time. 
Copywriters need to understand the audience that is going to be reading the content so they know what words to use, what headings will grab their attention and what structure to write in to engage the audience. They also know how to persuade an audience to do a specific action, regularly. Copywriting is not easy by any means, but there are a few things you can do to become better at it. The first thing is to understand why you are doing it, which was explained above.
What is Copywriting for SEO?
SEO copywriting has changed drastically in  recent years, with Google’s algorithm updates changing the way copywriters created content. If your aim is to create content that will not only drive customers down your sales funnel but also get your site ranking higher in the search results pages you need to start considering about how Google ranks the quality of content. For example, if you were writing content and a keyword happened to appear 20 times within the text, then Google would see that as keyword stuffing, even if it made perfect, legible sense. When copywriting you want the content to be shared around by the readers, which in turn makes the content rank higher as it becomes identified as more relevant. 
The more organic noise that is pointed towards your website, the higher your site will rank in Google's search results. This is done primarily through identifying a problem that will be common across your audience, then solving this within the article.
Do I Need To Start Copywriting for SEO?
Consumers of today are emotionally driven, and don’t like to have products forced onto them. Persuasion and psychology are two things that should be thought about long and hard when creating content and it’s also a great way to improve your search rankings. Engaging and captivating your audience in content is one of the most difficult challenges of online marketing, and if you are not taking steps towards doing that then you are missing out. It is the time to start this now, with SEO changing and stepping towards content marketing and quality.

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