SEO, Web and Conversion copywriting is quite a challenging task. The main goal of SEO copywriting is to provide structured content-rich writing that both visitors and search engines can easily find on the web. Not only do you have to write extremely compelling and informative content that makes visitors want to read every word and ultimately buy a service or product (which is hard enough alone), but you have to structure your writing in such a way that top search engines such as Google and Yahoo can determine that your writing is genuine and optimized for targeted specific search items. SEO experts know exactly what search engines are looking for to bump your site up higher within the hundreds of thousands or even millions of other sites just like yours.

How SEO Copywriting Works

Search engines have sophisticated algorithms that determine how well your site will rank. You could have the most compelling and well-written text in the world, but if a search engine cannot find major contributing factors in its algorithm, then your site will not rank high. Examples of these contributing factors include: relevant text, strategically placed related keywords throughout the body of text, keyword density, keywords in the title tag and description tag, headers, bulleted lists, the number of internal links on your page, the number and quality of web pages out on the web that are linking to your site, and clean code. If a search engine cannot find these contributing factors, then it will rank your site lower in search engine result pages. Consider that if visitors cannot find your website on the first page of search results, maybe second if you’re lucky, then it’s as if your site doesn’t exist at all. Most people are too busy to search through pages and pages of search results to find your site.

Relevant Content

Now that you know you have to structure your copywriting techniques a bit differently for SEO purposes, you must then consider how to write relevant content to convince your consumers to actually purchase your service or product. First, determine if your site is selling a service or a product. A service is an act or a variety of work done for others, while a product is a tangible object. Paying someone to change the oil in your car would be considered buying a service, but actually purchasing a bottle of car oil would be considered buying a product.

Make sure to gear your content towards your audience. Is it Business-to-Business (B2B)? Or is it Business-to-Consumer (B2C)? An example of B2B marketing would be a company that sells massage table accessories gearing their marketing efforts towards salons and spas. An example of B2C would be a salon gearing their services and products to consumers.

Your content must convince your audience that what you’re selling is the best on the planet, set at the best price, contains all the best qualities and that if they don’t purchase it their lives will be incomplete. Essentially, you become somewhat of a marketing expert to make your service or product stand out. Whether you are marketing your content towards businesses or consumers, remember that relevant content will grab your reader’s attention, present all the facts and benefits, and then create a call to action.

Call to Action

A call to action is telling your reader exactly what to do: Click here! Purchase now! Learn more, Call this number, etc. Although there is no rule of thumb about what the best call to action is, they are nonetheless important to include in your text. You may feel as if you are dumbing down your writing by doing this, but it is critical that you make it extremely obvious what you want people to do. If readers cannot easily find the link to click on to tell them what to do, or how to purchase your product, then they may click right out of your website and into someone else’s.

Final SEO Copywriting Tips

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• Research, research, research! Research everything you can about the topic you’re writing about. Become an expert, or at least have enough facts to sound like one.
• Try to make your writing as clear and to the point as possible.
• Use related keywords throughout your writing, but don’t overdo it. http://www.quintura.com/ is a great site to find related keywords.
• Create attention grabbing titles, bulleted lists, and calls to action.
• Know the type of audience you’re gearing your writing towards.
• Stay up-to-date on ways you can improve your Utah SEO copywriting/marketing techniques. A great site is http://www.copyblogger.com/. It has many informative articles on what works and what doesn’t.

The more you can learn about what search engines are looking for and how to better market your service or product to your audience, then the easier SEO, Web and conversion copywriting will become and the higher search engines will rank your site.