Copywriting is a form of writing which is used to persuade or convince the reader to take a certain action or provide a specific response to a given situation. In the context of digital marketing, copywriting can take various forms such as website content, social media posts, and emails to name just a few.
Why is this form of writing called “copywriting”?
It’s Writing
When discussing SEO and digital marketing in general, copywriting is often referred to as “copy” or “writing.” The reason is that in order to effectively “write” for SEO, one must understand how writing and literature functions in the algorithmically-driven world of search engine optimization.
Writing for SEO entails using specific techniques to manipulate words and phrases into creating unique content that will appeal to search engines such as Google. Essentially, the goal is to make the content “sticky” or highly relevant to specific keywords so that it will rank well in search engines.
Manipulating words and phrases into creating unique content will inevitably involve some form of writing. For SEO purposes, it is often useful to break down written content into smaller units called “sub-headlines.” These are the little bits of text that appear at the top of a news article or the first few paragraphs of a blog post. A sub-headline is a highly-focused, easily-digestible piece of content designed to attract and engage an audience.
For example, at Shopify, we might write the following sub-headline (we’ve adjusted the wording a bit for clarity):
“Shopify is a web-based commerce platform that allows entrepreneurs to easily set up their own online stores.”
This type of sub-headline is an effective way to entice the reader into wanting more. It is also interesting to note that this sub-headline contains a total of six words and no more – a rarity in today’s world of super-sized, overly-complicated headlines. This type of constrained writing focuses the reader’s attention and encourages them to continue reading.
As a general rule, keep your headlines concise and to the point while ensuring that they are interesting and well-written. Concision is a quality that will likely get you far in today’s world of oversaturated content.
Keyword-Rich Language
If you are writing for SEO purposes, it is advisable to use a language framework that is rich in relevant keywords. The reason is that search engines like Google are designed to recognize and rank content that is relevant to a particular query.
For example, if you are writing about technology and you want your content to be relevant to the search phrase “how to setup a home media server,” you might want to use the following language:
“Set up a home media server that allows you to watch movies and listen to music from any device. Here’s how.”
By inserting keywords into your writing, you are essentially “micro-targeting” your audience and ensuring that your content is relevant to their individual needs and interests. In the example above, “home media server” is a recognizable keyword that will likely resonate with anyone who is even remotely familiar with technology.
As an SEO writer, you will inevitably come across articles that mention specific keywords but lack any sort of substantial content. In these instances, it can be beneficial to insert these keywords as a way of increasing the article’s relevancy to certain search queries.
Use Action-Verb Phrases
If you are writing for SEO purposes, it is important to use language that is both natural and easy to understand. One of the reasons why machine translation is becoming such a popular tool is because it allows for more fluid and casual writing. In English, we often use words that end in “-ing” forms such as “write” and “read.” However, in machine translation, these words are often omitted. This can lead to awkward wording that does not flow smoothly.
For instance, the Google Translator will likely produce something like the following in English:
“You can setup a home media server that allows you to watch movies and listen to music from any device. Here’s how.”
While your English may be fine, the meaning is lost in translation. To avoid this type of problem, stick to action-verb phrases or short phrases that can be easily understood. These are often the simplest and clearest forms of the language.
As an SEO writer, you can use various methods to discover the right keywords for your content. Some of the more common tools are:
- Google AdWords » Google’s Keyword Planner
- WordStream » Keyword Discovery Tool
- BuzzFeed’s keyword research tool (if you’re writing for their SEO team)
- SEMRush » A keyword research tool for SEOs
Avoid Using Too Many Sub-Headlines
When crafting the perfect SEO-friendly sub-headline, there is a correct number of words the author should use. Just like a song that is four minutes long, less is often more. Using too many sub-headlines (7-8 words) can end up diluting the overall effectiveness of your content.
In general, two to three sub-headlines per piece of content is a good rule of thumb. In case you’re curious, here are some examples of effective and ineffective sub-headlines:
Effective:
“Shopify is a web-based commerce platform that allows entrepreneurs to easily set up their own online stores.”
“Shopify is a leading provider of e-commerce platforms that allow retailers to set up online stores.”
In other words, the first sub-headline is short and sweet, while the second one goes into more detail about the service.
Ineffective:
“This year’s Black History Month theme is ‘African-American Artists in the Entertainment Industry.’ To celebrate this theme, we are taking a look back at some of the amazing achievements of African-American entertainers throughout history.”
“We are proud to announce that Black History Month will be observed throughout the month of February. To celebrate this special time, we are taking a look back at some of the amazing achievements of African-American entertainers throughout history.”
In both cases, the sub-headlines are virtually identical. The only difference is that the first one uses a couple of action-verb phrases, while the second one is a list of five historical icons who are the focus of the piece.
Use Short URL
Every website owner wants to have the most efficient and effective URLs possible. When writing for SEO purposes, using short URLs is essential. In case you’re curious, here are some examples of long and short URLs:
- Short: https://tinyurl.com/yaofaqew
- Long: https://tinyurl.com/yb3qghs
- Short: https://tinyurl.com/yc3qgzs
- Long: https://tinyurl.com/yd3qaee
As you can see, short URLs are much more efficient than long ones. When a person searches for a keyword using a URL shortener like Bitly, they will likely be presented with relevant content quickly.
Check For Similarities
When writing for SEO purposes, there is a common mistake which often gets made. In line with our previous point regarding sub-headlines, sometimes writers will try to be too clever and use synonyms or doubles of existing words. While this may seem like a convenient way to write, the search engines do not see it that way.
To illustrate this, let’s look at the following example:
“If you’re looking for a new hobby or interest, why not try scuba diving? It’s a great way to see the world and achieve a level of expertise as well.”