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4 Reasons Why SEO Copywriting is Still King of SEO

Article by Tyler Tafelsky

SEO copywriting is still, and always will be, the King of Search. By communicating to both search engine users as well as spiders, it is the content writer who runs the SEO show.

Well optimized content instructs a spider on how a website should be indexed, and thus its relevancy to select keyword categories. Just as important, quality SEO copywriting has meaning and value to its readers, and thus attributes to more conversions.

Many will make the argument that building links is the now in command of search. Although it is true that quality back links have one of the largest impacts on higher keyword rankings, links are not tangible and most links don?t last forever. Link building is an ongoing supplement that feeds well optimized content.

Take in these four points about why SEO Copywriting is true King of Search.

Content Lays the SEO Foundation

The central goal of a SEO copywriter is to help a website become more relevant on specific keywords. Creating content in this fashion entails more than just a high volume of keyword inclusion. SEO copywriting is an art of acute planning, structuring, and writing.

The SEO copywriting process begins with breaking down a website, and determining the insides pages that are ?optimizable? with respect to certain keyword objectives. Those keywords that cannot be optimized internally may be appropriate as new pages to expand upon, or covered through other online mediums.

Page structure is also essential, such as using a balance of header1?s and header2?s, along with strong tagging and cross-linking with perfect anchor text. These minute details go underappreciated in the SEO profession. But often times, a robust and informative page with 300 words (or more) of well-structured copy will always have an upper hand.

Well researched and well executed copywriting can present a website to the search engines with precise keyword targeting. Just take a gander at the ?Keywords? tab in your Google Webmaster Tools. Keyword relevancy via content is the foundation to SEO. As a result, further optimization efforts, such as link building and content marketing, are way more effective.

Strong SEO Copywriting Converts

SEO endeavors that choose to outsource their copywriting are often delivered the ?fluff? content. That is, poorly optimized copy that rants on and on ? a group of empty sentences that simple state what is and never seem to get very creative or very specific.

The difference between the ?fluff? copy and really awesome copy are words that speak to specific audience through the voice of a specific brand. Great SEO copywriters highlight the unique features and benefits, and communicate creatively to the market. They also write with stealth keyword inclusion.

Conversion-driven copywriting is the result of diligent research and brand immersion. This includes learning about the business and its unique selling propositions, as well as exploring the competition and determining the ideal course of action. Before a SEO copywriter starts writing, it is essential he or she understand how competitive, and thus feasible certain keywords targets are. Good copywriters are able assess the overall strength and keyword potential of a website to gauge the plausibility of achieving a high ranking.

Title & Meta Descriptions Sell in the SERPs

The third reason why SEO copywriting is King derives from the Page Title and Meta Description. These critical elements make up the search listing that users see after submitting a keyword query. In short, the Title and Meta Description serve as the ad copy that sells the webpage.

Tailoring an awesome Page Title and Meta Description is a craft. Only 72 characters of the Page Title are displayed in Google?s results, so it is vital to respect both keyword inclusion and the essence of the message.

There are no defined rules to writing the ideal Page Title, however the better SEO copywriters will agree that a concise, compelling, and keyword-friendly title is best. Like tailoring a headline for an article, the central purpose of a Page Title is to define the page in few words.

Meta descriptions are just as important because they supplement users with more information about the page and help support a great Page Title. Solid descriptions hint at what the page is about and how the page can benefit its target audience. And with more room to write, SEO copywriters are able to pitch their listing with additional creativity and allure.

Double-Stacks Delivered

One of the most powerful tools in SEO copywriting is internal cross-linking. Especially for large websites, such as ecommerce stores with multiple product categories, cross-linking relevant webpages can work magic in the search results.

When two highly keyword-relevant pages are cross-linked with the proper anchor text, the results can display a ?double-stack? in the search results. This is when to two listings of the same domain are shown together. A double-stack is significant because it doubles your search exposure while reducing that of your competition.

Although double-stacks are somewhat unpredictable, there are a couple of SEO copywriting techniques that help promote such results. Typically, the two pages being cross-linked must be highly relevant to one-another and the website as whole.

The Takeaway

Before unleashing your organic SEO campaign, make it priority to ensure that the copy is spot-on. This means choosing the right keyword phrases and including a proper balance of those keywords in the copy. It also means choosing the right help, and not making the mistake of buying fluff content.

If you plan to optimize your own website, take the time to research highly relevant keywords as well as the competitiveness of each. Targeting overly-competitive keywords that simply sound attractive may be a wasted effort.

Lastly, be mindful of your target audience when you construct your content. Always write with a purpose and always write with a direction.

Tyler Tafelsky has been in the organic SEO business for over 3 years. Beginning his career as a copywriter in 2008, he is now the head Internet marketing manager for OIC Group, Inc. Tyler works with diverse client portfolio and now manages both SEO and Pay Per Click advertising campaigns.

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