A good SEO copywriter gets people across the digital threshold of your website and interested in your business. They drive leads by specifically marketing your website to the people who are most interested in what you have to offer them. A great SEO copywriter captures online visitors who didn't even know they needed you. Marketing creates visibility and SEO copywriting is a targeted marketing strategy designed to make your website stand out from the crowd.
Not all content marketers are equal. Not all SEO writing works. Ours does.
We offer a complete SEO copywriting solution for online markets around the world, including the highly competitive markets in Australia and the United States. We deliver great copy specifically tailored for your website and guaranteed to feature highly in popular search results. Not only are our SEO copywriters talented and engaging, they're briefed by marketing analysts who use a suite of technological solutions, guidelines and best practices to deliver the most powerful and effective copywriting briefs for your business, product and services. Briefs that include the most used and most effective search terms prospective customers and clients are likely to find your business with.
Our technique is driven by tried and tested analysis and backed by consistent success. It's not enough to write copy around a handful of likely words people might use from some fast and loose manual keyword research. It's not enough to just know how a search engine works or what social shares are and how they help your online profile. To build effective SEO copy, you have to understand the limitations of it and then find a way to work with them and around them. Our specialists have a tailored solution that accounts for a range of variables affecting website rankings. We really know what we're doing, and we can prove it.
What is SEO copywriting?
But what is SEO copywriting anyway? Let's break it down. SEO stands for Search Engine Optimisation. A copywriter produces text that markets your business. SEO Copywriting is very specific text that is readable and engaging but also embedded with the key words, phrases and ideas that people are looking for when they use an online search engine.
The internet is where we all go when we don't know the answer. We type our problem, our desire, our interest into a search engine and we wait the nanosecond or two for possible answers to appear. The highest ranked answers to a search query are almost always going to be the most visited webpages. When your website is ranking high, you will get online traffic. When your website content is engaging, attractive and informative, you will increase your conversion rates with traffic that turns into leads and sales.
Marketing 101: It doesn't just matter that you have the best product in your market or that your services are second to none. If no one knows that your website exists, then no one's going to know about you. It's a jungle out there and to remain in the highest ranked results you need a competitive strategy.
Your SEO copywriter has to capture both the question most likely asked in relation to your business and offer the best available answer from your business' website. This is the technique: marrying the most effective search terms and phrases with readable and engaging copy that doesn't sound computer generated. Humans, unsurprisingly, like other humans. We don't enjoy interacting with machines.
What is SEO Copywriting technique?
The tools of the trade, so to speak, are twofold. You have the analysis which gets you your most effective search terms and phrases, and you have the actual content writing which ensures that readers are likely to keep reading all the way to the end where your call to action spurs them toward completing their purchase, calling for a consultation, booking an appointment, etc. They have to want to read through the boring bits. Let's see how well we do here, shall we?
Know who you are talking to.
Your keywords are not how you would describe your business. Keywords are a list of terms that users, visitors, customers and clients would use to describe your business. It's a subtle but very important difference. How well acquainted are you with how people will typically find you? A short research session on competitors is likely to give you some idea of what people search for when they're looking for websites like yours and how to tailor your keywords to match those searches.
Not all keyword search terms are the same.
Long tail keywords are the specific phrases or terms which describe your business. These are niche, targeted strings which are not commonly entered into a search engine. The more specific they are, the easier it is for them to rank highly on a search engine. For example, if you offer roadside mechanical assistance then your business is one of hundreds and you're competing against some very big brands in your market that have been gaining significant marketing footholds in motorists' minds for decades. Call who for H.E.L.P? That sort of thing.
What can you include in long tail keywords that sums up why your brand is better, easier, more efficient, cheaper, more available than anyone else's on the market? Make it specific and make it creative. Generic words are everywhere and likely to be swallowed up by the thousands of other webpages that are using them too. However, don't get too creative that your message is lost in the string of words. It's not as easy as it sounds.
Focus keywords and phrases are the words or phrases that you want your website to be associated with. These are the focus words or synonyms for your business that you want your website filed under: "anxiety help", "gluten free wedding cake", "expert dog training", "emergency plumbing".
Search intent is getting into the heads of your customers and clients. These keywords capture ideas and problems and convert them into solutions that only your business can offer. This is about offering solutions and where you need to capture the answer that people are searching for. Not everybody knows that they need you, so how can you tailor a response to their questions that lets them know that your business should be their first and only stop? For example, "A list Hollywood eyebrow feathering", "repair family relationships", "Crufts expert dog training".
Armed with your list of keywords, it's time to don your writing gloves, put your thinking cap on and spin words into solid digital gold.
You have your targets – your keywords – so now you have to build the content which uses and carries these keywords effectively. Do you just write the first thing that comes to your head on the topic? Yes and no.
Let's deal with the "yes" part first.
Online content has to be digestible. Digital audiences are keen readers. They can quickly skim a page for the possible answers to questions they've formed and then dismiss it immediately when they don't see what they're looking for. And, that's the difference. It's not that what they're looking for isn't in your webpage content, it's that they didn't see it.
Have a conversation. Marketing content speaks to consumers so it should read naturally and conversationally. It should sound authoritative, not condescending. You're offering referential and informative content but you're offering it as somebody who really knows what they're talking about and you want to actually speak to your audience. You want to chat. You want to engage them. Value your readers with entertaining copy they will enjoy. Or, if it's particularly dry content, keep it short and sweet. Get to the point. Let them know that they're reading the right webpage. Let them know that you have the answer they're looking for.
And now for the "no" part.
Search engines like Google use automated programs to assess content and determine if it should rank or not. This process is completed by machines so when you're writing SEO copy, you're not only talking to human clients and customers, you're also sweet talking your way past the computer gatekeepers that determine whether your website deserves to feature on the first page of results.
How do you sweet talk an algorithm? You don't. You form detailed statistical analyses of the current top ranking pages for the term/s your targeting.
Gone are the days of keyword stuffing where you choose a likely target and repeat that individual term over and over again in as many convoluted ways as you can think of. The gatekeepers have learned how to ignore unengaging digital copy. Now Google is able to better interpret content by looking for other terms that it would typically associate with your targeted copy and curating a list of the best results from the millions of other pages talking about the same thing.
It knows what themes and keywords make for common hits on your business and it therefore knows quality copywriting from mindless lip service or, in other words, copy that's trying to game them. This response, like all market responses, was designed to enrich user experience. People were sick of spammy practices and techniques like article spinning which used automated computer-generated copy. Software would take keyword inputs and then spit out often nonsensical copy designed purely to game search engines. It wasted searcher's time and put them off using search engines which couldn't differentiate between actual search hits and pointless digital dead-ends.
Keywords rarely exist on their own and are typically associated with other things. How search engines like Google detect spam pages from the genuine ones relies on its ability to put your copy in context. Using algorithms that pick up the use of a given keyword, it measures your page content against other pages where it expects to see your keywords used in natural frequency.
The SEO industry has built its own language to describe how these computer algorithms have learned to effectively weed out pointless webpage copy. You're likely to come across the following terms:
LSI (Latent Semantic Indexing): Using an indexing and retrieval method, these algorithms identify ideas and relationships between keywords to differentiate between unstructured spam copy and quality copy.
TF-IDF (Term Frequency – Inverse Document Frequency]: This is a way of measuring the effectiveness of a term or keyword by analysing how often it's used within a piece of copy and, by extension, how significant that term really is within the context of the message you are trying to send.
Word2Vec: Computer models which analyse chunks of text to produce efficient word embeddings. By analysing the linguistic contexts of words, Word2Vec models produce word vectors showing the relational status of words commonly used together.
BoW (Bag of Words): A way of analysing a piece of text to identify its likely classification. Most commonly used to capture the frequency of words and build a classifier for the text's content.
LDA (Latent Dirichlet Allocation): A way of classifying textual content through identifying the likely topic that text has been written about.
Word Embeddings: A generic term for a range of natural language processing techniques which analyse words and phrases against the context in which they appear to learn how they relate. Used primarily for networks to learn how linguistic data is characterised by its own context. It looks like gibberish and if you're not an SEO marketing analyst, it probably is. Like everything, when you start trying to analyse and explain something, you're going to have to build a language that expresses what you're analysing as clearly as possible. Fortunately, you don't need to understand our language.
We have invested millions of dollars into building our own, bespoke SEO marketing technology which is capable of analysing over ten thousand pages of relevant content to come up with a single SEO copy brief which enables us to deliver predictable results, every time. We did this because there was no other system or technique that sufficiently differentiated the key indicators which determined whether webpage content was ranking highly because of its actual written content or whether other variables were at play. And, that's our speciality. That's what sets us apart.
We know what ranks highly, but most importantly, we know why it ranks highly so we can confidently replicate those conditions for your business.
Our systematic processes and software solutions have been designed to account for and test a range of online marketing techniques which include analysis for natural language processing, just like Google. We have successfully battle tested these techniques in the field for some of the biggest brands operating in some of the most competitive online markets. And, we can do this consistently for your business too.
Engaging an SEO Copywriter on an hourly basis with a checklist of your own researched keywords could work for your business. But it's hard to budget for. How do you know you're going to get what you're paying for? You might have a ceiling price you absolutely can't afford to budge on but you might not get results from your writer even when you're paying top dollar. You might have got the analytics wrong or you might not know how to speak SEO marketing language. You might not even know what variables you weren't accounting for.
We're experts. This is what we do. We deliver consistent results in Australia and the US, and we do it for a fixed price.
We take out the buzz words and deliver engaging content which delivers predictable SEO results at a fixed price. We give you a marketing solution you can budget for with a hard bottom line.
Still not sure we're the right fit for your business? Contact us for a free consultation and we'll show what we've already done for the big brands and how we can replicate the same successful SEO copy results for your business.