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SEO Copywriting: 6 Tips for Better Content and Rankings

Looking to level up your SEO copywriting skills?

That’s a smart move.

Ranking well in search engines like Google is essential if you want your blog to be successful. After all, if people can’t find your site, they can’t read your content or buy your products.

One of the most important aspects of Search Engine Optimization (SEO) is copywriting – the art and science of writing web content that is both effective and optimized for search engines. SEO copywriting is not about tricks or gimmicks; it’s about creating useful, compelling content that helps your target readers find your blog.

In this article, we’ll share six tips for creating better content that will help you rank higher in search results.

Let’s get started!

1. Conduct a content gap analysis

Conducting a content gap analysis is a great way to find out what topics your competitors are ranking for that you’ve overlooked. This can give you ideas for new content to create, as well as help you improve your existing posts and pages

To conduct a content gap analysis, you’ll want to start by making a list of your primary competitors. Then use a tool like Ahrefs or Semrush to find out what keywords they’re ranking for:

The Ahrefs keyword tool.

You’ll also want to investigate your own site to see what keywords it’s currently ranking for. Then, compare the two lists and identify any gaps.

Keywords that your competitors are benefiting from and you’re not are excellent opportunities for new content. Creating pages and posts optimized for these terms can help draw more traffic your way (as long as your content is also high quality).

2. Build authority

Google’s Expertise, Authoritativeness, and Trustworthiness (E-A-T) algorithm prioritizes content from websites that are experts on a topic. For your content to be seen as authoritative, you’ll need to focus on these factors.

Credibility comes from having your content supported by research and data, as well as other reliable and trusted sources. You can also build credibility by featuring guest experts on your blog:

Opinion pieces by industry leaders.

Trustworthiness comes from being transparent. For example, you can include an About page on your site that tells visitors who you are, what you do, and why they can trust you. It’s also smart to include reviews and testimonials on your site, and disclosures for any affiliate links.

3. Localize content

More and more, Google is favoring content that is local. This means that if you’re targeting a specific city, state, or region, you should make sure your content reflects that fact.

An example of a local search.

To localize your content, you can:

  • Include location-based keywords.
  • Incorporate local data and statistics.
  • Write about local news and events.

For example, if you are a real estate agent in Los Angeles, you’ll want to use terms like “Los Angeles real estate” or “homes for sale in Los Angeles.” You can also include local names and brands (for example, “Beverly Hills real estate” or “Hollywood Hills homes”).

It’s also important to optimize your blog for local SEO, by including your city and state in your meta data and image alt text where relevant. By targeting a specific location, you can make your content more relevant to the people who are searching for it, bringing new traffic your way.

4. Optimize your content for social sharing

While SEO is important for increasing organic traffic, social media is also a powerful platform for driving new visitors your way. When you optimize your content for social platforms, you make it more likely that people will share it with their followers. This can help you reach a larger audience.

To optimize your content for social sharing, make sure you’re using high-quality videos and images. People are more likely to share content that is visually appealing.

Here are a few more tips for social media marketing:

  • Your headlines and descriptions should be catchy and interesting. Use strong verbs and keywords that will grab attention.
  • Make it easy for people to share your content by adding social media buttons to your blog.
  • Take advantage of hashtags. These can get your content seen by people who are interested in the topics you focus on.

5. Always include a call to action

Every piece of SEO copywriting you create should have a clear Call To Action (CTA). A CTA is a statement or request that tells the reader what you want them to do next. By including a CTA in your content, you can increase conversions and get more people to take action.

For example, if you’ve written a blog post about the benefits of yoga, your CTA could be “Sign up for our yoga class today!” or “Download our free ebook on the benefits of yoga!”

Here are a few tips for effective CTAs:

  • Keep it clear and concise.
  • Make your CTA buttons stand out.
  • Incentivize users to take action with promotions, discounts or free shipping.
  • Write compelling copy that encourages users to act now.
  • Use social proof to show how many people have already taken action.
  • Place CTAs in strategic places throughout your website.

6. Measure and analyze your results

Even after you’ve written some well-optimized content, the work isn’t over. The only way to know if your content marketing efforts are working is to measure and analyze your results.

You can use Google Analytics to track the number of visitors to your blog, the average time they spend on your site, and the pages they visit most often. You can also use social media analytics to see how many people are sharing your content and which pieces are most popular.

Check the results of your SEO copywriting efforts by using Google Analytics.

By measuring your results, you can see what’s working and what’s not. You can then adjust your strategy accordingly to get better results.

Final thoughts on SEO copywriting

Strategic copywriting is one of the most important aspects of SEO. If you want to rank your content higher and improve your blog’s traffic, you need to write well-optimized copy that targets your readers’ needs and desires. 

Here are six ways to create better SEO content:

  1. Conduct a content gap analysis.
  2. Build authority in your niche.
  3. Localize your content.
  4. Optimize your post for social sharing.
  5. Always include a CTA.
  6. Measure and analyze your results.

Now that you have a better idea of how to approach SEO copywriting, you might want to check out our breakdown of how to write a blog post that turns heads and our roundup of the best blogging communities to increase your blog traffic.

John Hughes


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