Do you wish you knew how to write SEO copy? Are you worried about SEO copywriting because you don’t want your writing to sound robotic, boring and Google-pleasing?
As a copywriter or content writer, I know you feel.
You write for the reader first and foremost, so that you engage them and guide them to take whatever steps your client wants them to take.
The last thing you want your copy to do is sound like it’s purposely written for Google’s bots.
But you’re savvy enough to know that SEO will help your client attract more leads and sales- the question is, how to write seo copy so that your readers aren’t put off and you’re still attracting attention from Google?
I share some juicy SEO copywriting tips in this blog.
How to write SEO copy without sounding like a robot
Learn how to do keyword research
If you can’t do a full SEO course or training, then at least learn how to do proper keyword research. This will help you learn how to find better keywords that will fit into your client’s copy seamlessly, and you’ll be able to filter out crap keywords that are useless.
Want to learn the parts of SEO that are important to you as a copywriter, in an easy, non-boring way in your own time? Check out my course “SEO for copywriters and content writers”.
Write your copy first, then add in keywords
Focus on writing your copy first, then when you’re finished, go back and add keywords into your copy.
This approach allows you to focus on your message and writing for your reader, rather than worrying about how to make SEO keywords fit in.
It’s a lot like smashing out the first draft of your novel and then going back and editing. Take the same approach with SEO copywriting to make the process easier.
Use keywords where they naturally fit
Think about where the keyword query will sound best and avoid using keywords that are grammatically incorrect or just don’t fit in.
Grammatically incorrect keywords can be used in other places such as the page’s URL or in alt text for images.
Look for 2-for-1 keywords
I love using long tail keyword queries because they are often made up of two or more keywords, which means you can rank for multiple keywords when using the one query. You can rank for the long tail keyword and also the shorter version of the keyword query.
For example: cotton baby fitted cot sheet
You can rank for “baby fitted cot sheet” and “fitted cot sheet” by just using the one query.
Change keywords around so they read better
If it makes sense to change a keyword query around so that it fits in naturally, or to add in a word, don’t be afraid to do so as long as it doesn’t change the meaning of the query.
For example: SEO copywriter Melbourne
You can change this to: I’m an SEO copywriter based in Melbourne
Ignore the keyword ratio suggestions in Yoast and RankMath
As tempting as it is to get the green light for every suggestion in Yoast and RankMath, don’t do it.
These suggestions are a guide and are not a checklist of everything you must do to rank in Google. In fact, you don’t even need Yoast or RankMath to rank in Google, so long as you know how to code.
It’s ok to sacrifice keywords
If your title sounds crap with the keyword and you think you can write a more attention-grabbing title without it, then leave it out.
Remember that your title, meta description and page URL are the only things potential readers see in Google. You want the reader to pick your client’s website over their competitors.
If that means writing an attention-grabbing title and meta description without the primary keyword, then give it a try.
You or your client can always change the title or meta description later on if it isn’t working.
Get a second opinion from another copywriter
Get another copywriter or someone else to read your copy to check that it reads well and doesn’t sound forced or robotic.
Readers expect pages to be written for SEO
When a reader searches in Google and clicks on a query, they hope that what they’re about to read is going to answer their query. If they see the keyword they’ve typed into Google on the website page, they’re more likely to continue reading.
It’s a bit like when you’re at the cinema and for a second you wonder whether you’ve gone into the wrong theatre, then you see the opening credits and the movie title appears, and you’re relieved.
Don’t be afraid to use keywords, especially early on in the piece (like in the first paragraph).
Just like mobile users expect to scroll down a page to find what they need, readers know that a page will include SEO keywords.
One final word on how to write SEO copy
SEO isn’t a dirty word.
What gives SEO a bad reputation is people who try to game the system without considering the reader’s needs.
By writing SEO copy, you’re not only writing to help your clients convert readers into leads and sales but you’re also giving your clients the maximum chance of being found in Google.
It’s a 2-for-1 deal and ignoring SEO is a disservice to your clients and to your work.