Best Practices in SEO Copywriting

Throughout the past decade, search engine optimization (SEO) has undergone a fast-paced evolution that has lead to a number of effective methods. One of the most effective SEO methods is SEO copywriting. Through SEO copywriting, websites can enjoy increased page rankings, better placing in search results, and more traffic. Ultimately, the goal of SEO copywriting is to create content that will improve the exposure of the website, entice Internet users to read the content, and to encourage readers to take action upon what they read. Although it sounds easy enough, effective SEO copywriting can be quite tricky and difficult, on the part of both the copywriting company and the website owner. This article will go over some of the best practices for effective SEO copywriting.

How to focus on the reader

It is important to remember that SEO copywriting is not just about the website being optimized, but it is also about the readers who are going to come across the website. Effective copywriting is about targeting the readers, who essentially make up the potential market. With this in mind, one of the primary goals is to create content that is useful to the reader. In other words, the content should be relevant and valuable, answering questions and providing useful information that the reader wants to know. Here are some tips for creating content that is focused on the reader:

– Make use of a theme and tone that suits the reader’s interests.
– Avoid repeating the keyword to the point that the content is unpleasant to read.
– Make it easy to find information in the article by using subheadings, bullet points, and linking strategies.
– Articles should neither be too long nor too short.
– Articles should have an interesting introduction, informative body, and strong conclusion.

How to generate web copies in line with business goals

Another good practice for creating effective SEO content is to keep business goals in mind. For example, some companies may want sell-copy material, while others just want informative content. It would be virtually useless to the business to create copywrite material that is not in line with business goals. Before making the content, it’s important to know what the company is using the content for, how the content will be used, and what the goals of the company are. In most cases, companies engage in SEO copywriting for marketing and advertising purposes. It’s important for SEO copywriters to keep these goals in mind, so they can match the content to the business goals.

How to find a WIN-WIN scenario between business goals and reader benefits

The best type of SEO copywriting material is content that benefits both the business and the reader. It can be difficult to find a balance and create a win-win situation for the company and the reader, but with proper practice and training, it can be done. At the heart of the content should be the business goals, but the content should still be written in an interesting and informative manner to benefit the readers as well. Remember that, in the end, keeping the reader’s interest and enticing the reader to take action on the copywrite material are both part of the business goals, so the reader should still be top priority when it comes to SEO copywriting.

What Do You Get From Web Copywriting Training?

I’m a big fan of business skills training of all kinds and I welcome every opportunity to take part in courses, seminars and webinars on all sorts of areas. I’ve done days on social media at E-Consultancy, one-on-one training on SEO, Perry Marshall’s PPC course and all sorts of other training courses and products including an NLP Practitioners course.

You could say I’m a training junkie – my shelves are lined with how to books, my desktop cluttered with PDFs and I’ve still yet to log on to the River Cottage Online Pig In a Day course but it’ll be there when I finally persuade my wife to give up the garden.

Training courses are a quicker, cheaper option to teaching yourself:

When I started my copywriting business online I had no option but to handle all the individual elements of online marketing myself. I simply didn’t have the budget to outsource the marketing. On the other hand I didn’t really have the time to become an expert in fields like SEO or PPC. I didn’t even really have time to do the marketing, but that’s another story that my family will forgive me for one day.

A one-day training course from a provider with a good reputation seemed an expensive luxury but after my first course I instantly saw the value of it. I rapidly came to the conclusion that trying to teach myself was not only an inefficient way of learning it was also a false economy.

One day in social media training, for example, gave me more perspective on the skills and industry context for social media marketing than the previous six months had doing research online. I asked questions directly pertinent to my business and then was able to work out a strategy for not only how to apply it to my own business but how to offer it to others. It also helped me realise when I had met the right person to take over my social media marketing.

Training courses allow you to get your burning questions answered by an expert:

Obvious really. A training course gives you the opportunity to ask the questions that are directly relevant to your business in a way that a book, DVD or PDF can’t. Sometimes, one answer can make a difference – I remember a specific SEO copywriting technique that has probably earned me at least 10 times the price I paid for the course. That was the result of a Q&A at the end of a one-day training session.

Of course, if you need more answers you can always commission your tutor to answer specific questions for you. I’m always surprised that more people don’t do this, especially when you are looking for specific answers on specific areas. It’s a short cut to getting the knowledge you need and avoiding spending time on learning things you don’t need.

Training courses teach you what you need to manage others:

As soon as I had the budget I started to outsource my marketing to specialist providers. We are experts in content and content promotion but there are other areas of online marketing where it’s more cost effective, more efficient and we get better results by using other providers, for example with link building or PPC advertising.

However, to get the best results from your providers you need to have an understanding of what they’re doing and enough knowledge to enter into a productive dialogue with them. A one-day training course is usually enough to give you the information you need to get the best from your contractors. It may even be your opportunity to check out whether the people delivering the course are up to the job of becoming your contractor themselves.

Training courses open doors to new revenue channels:

I’m not going to go into the benefits of training courses for networking – I’ve always found it a bit hit and miss. It depends who’s there on the day and where you’re sat in the room. However, a one-day training course can be a cheap way of conducting research and formulating new ideas for business.

For example, you might think you’ve got it in you to set up a copywriting business. A one-day web copywriting course is your chance to find out not only how to be a good web copywriter but to find out from people who know what it’s like to be a web copywriter.

Now where did I get that idea?

4 And a Half Reasons Not To Take a Copywriting Course

Last week, I wrote about copywriting training and courses being for everyone, not just for those who want to be a copywriter. This week, I’d like to give you some reasons NOT to take a copywriting course.

1. The person giving the course or seminar is not a copywriter

This might surprise you, but some of the people giving courses on web copywriting are not, and have never been, a professional copywriter employed by other copywriters for their skills. Nope. They might be good marketers and sales people. Heck, they might be decent people. But, you’re paying good money for your search copywriting course, so get to know something about the person who is going to teach the ways of the SEO copywriter.

Copywriters offering to teach you and have been in their industry (be it advertising, digital, direct) bring not just the material itself (which, frankly, you can find in a book) but a wealth of experience, lots of client experience, and a plethora of tried-and-true copywriting techniques that actually work for different and varied businesses.

2. It’s too good to be true

You found a great looking copywriting course that you can take at home and it’s almost totally free! Sorta. I think…Well, maybe.

Good luck with your money, sport.

Even in copywriting, the old adage I used in this reason not to go to a copywriting course holds true. If it seems too good to be true, it probably is. Don’t believe their masterful hype. Check out the details, phone them up, get a solid outline of what you’re going to learn, and please, make sure you read reason 1 above.

3. There is no support – email, live or otherwise

When you are paying good money for a copywriting course, whether it is distance learning by books, DVD, online video tutorials, a legitimate course program will offer some kind of support for you. A live course obviously has some form of support built in.

Copywriting isn’t like maths. There isn’t always a right answer to your conundrum, so having a way of getting specific help to whatever your question is will make your experience much better.

4. You can’t see any examples of their work

Who are their clients? Can you see any work they have done? If all you can find are the examples you see on their advertising for the course, that’s not enough. Have the confidence that the person who is going to teach you can actually write well enough to get and keep happy clients. If they can’t produce any samples or actual people you can talk to, don’t bother signing up.

And now for the half…

The cost is too high for your budget

I almost didn’t include this reason simply because I think there’s no price too high for a good education and training. However, I’m not blind to the reality of life. I’ve been there myself, and I would not feel comfortable suggesting you break the bank to get take a course. There are plenty of options out there that fit many budgets: day courses, half-days, weekends, online training and so on. For businesses on a budget, find out if your trainer will travel to you and train your content providers at your location and for a fixed rate, rather than per head.

There you have them. Got any to add yourself? Or have you been on a copywriting course that you wish you hadn’t?