SEO copywriting – what are the rules of SEO copywriting?

SEO copywriting – what are the rules of SEO copywriting?

SEO copywriting is the cornerstone of SEO efforts. Much of SEO is based on content marketing – reaching users through publications on and off your site.

SEO Copywriting – what is it and what does it consist of?

Seo texts are content that is properly saturated with keywords. The main distinguishing factor of texts under seo is their structure. Therefore, writing valuable texts is aimed at friendly presentation of a particular brand and its products. Which ultimately has a positive impact on its perception by customers and the purchase decision. Therefore, in order to maximize the results, you should follow the basic rules of seo text writing, which we will discuss in this post. Once you know them, creating texts for SEO will become much easier! You will learn how to write texts for seo that will be unique and valuable.

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• The first step is to analyze the phrases. Without well-chosen keywords, creating texts for SEO misses the point because then we are operating in the dark;
• Maintaining the right structure that seo texts should have plays a key role in SEO copywriting. It encourages users to read the text and allows us to add more keywords;
• The rules for writing SEO texts described below provide guidelines for each component of seo content. In the case of SEO texts of an advisory nature, they also increase the chance of appearing in Google Direct Answer;
• Creating texts for SEO does not mean adding as many keywords as possible. Remember to maintain good text aesthetics and not make it difficult for users to read the text. You can also use add-ons.
• It’s worth remembering the potential penalties and risks we face if we don’t follow the rules set by Google.

How to perform key phrase analysis?

Keyword analysis is the cornerstone of SEO efforts and is most often the first step from the moment we start working with a client. If you already have a website, it’s a good idea to start your keyword analysis right there by logging into Google Search Console and downloading the effectiveness report. In it we will find our strongest and weakest keywords, the number of clicks, impressions and the sub-pages that rank for them. This is a collection of extremely valuable information, and it’s a good idea to run this type of analysis periodically so that you always know where you stand in the Google environment.

The next step is to analyze Google search phrases and analyze the competition. For this there are external tools. Each has its pros and cons and often SEOs have their personal preferences. These tools show how often a phrase is searched, how competitive it is in terms of SEO and even in which month it is most searched. The most popular of these are: Senuto, Ahrefs or Majestic. Google Keyword Planner Tool is also worth a try. Acre is a tool used to analyze phrases for Google Ads campaigns, but because it’s free, it’s worth using it for SEO in conjunction with the other tools. Ultimately, before you start writing SEO texts, you need a main (key) phrase and a fewlong tail phrases. The number of long tail phrases depends on the length of the text. For a text with a length of about 5000 – 5500 characters, the recommended number of long tail phrases is 3 to 5. The topic of keyword analysis is very broad. However, as a copywriter, it is worth knowing at least the basics of this process. It will give you a better understanding of the behavior of Google’s algorithm, the entire process of SEO copywriting, and you will be able to better write texts for SEO.

Cannibalization of content and keywords

When doing keyword research for entries, it is especially important to check them for cannibalization. This is a situation in which more than one subpage indexes to the same keyword. Therefore, prior verification will save us from this harmful phenomenon. The occurrence of content cannibalization negatively affects the visibility of the site and its perception by Google.

How to write texts under according to the rules?

The rules of writing texts for SEO are relatively simple. It is only necessary to know the appropriate structure. The structure of the text for positioning consists of 5 main elements:

• Editorial title;
• Lead;
• Scoring list;
• Mid-titles;
• Paragraphs.

Editorial title

The editorial title should always be included in the HTML element <h1> . Nagłówek H1 jest jednym z najważniejszych czynników wpływających na pozycję strony. Jego rekomendowana długość to 20-110 znaków i koniecznie musi on zawierać frazę kluczową.

Lead

A lead is two short paragraphs that encourage the user to read the article. In addition to adding the main phrase to it, it is worth remembering the call to action or so-called call to action. This is an incentive designed to intrigue the reader and keep them on the page.

Scored list

Copywriters are increasingly adding a bullet point list that summarizes the entire text. At first glance, such an action may seem flawed. After all, we want the user to read the entire text. However, it turns out that knowing exactly what each thread of the text will be about, the user is more likely to read into the details. From an SEO perspective, a bulleted list is a great place to add phrases. You can add them densely, and this helps Google’s robots better understand which phrases you care about.

Mid-titles

The principle of using mid-headings is similar to that of the editorial title. In this case, however, we add an element <h2> and a long tail phrase. It is a good SEO practice (if possible) to write mid-headings in the form of a question. This increases the chances of appearing in Google Direct Answer.

Paragraphs

The paragraph is where we get the most leeway. When it comes to SEO, make sure that, if possible, the paragraph starts with the same long tail phrase as in the mid-title. If you want to increase your chances of appearing in Google Direct Answer, the first paragraph should not exceed 300 characters with spaces.

Respect for the reader. That is, the aesthetics of the text

It is not uncommon for low-quality SEO texts to become a laughing stock. You can easily find texts with a lot of keywords, the purpose of which is only to meet the requirements of Google robots, and the transfer of valuable and substantive content to the reader is already abandoned. We are talking not only about automatically generated texts (the use of which we strongly discourage), but also texts written by copywrtiers.

First of all, every lyricist must find the golden mean between good text aesthetics and adding key phrases to the text. Each entry or article should convey valuable content to the reader and at the same time meet Google’s requirements. This means that a copywriter is sometimes forced to change the form of a keyword or abandon it altogether, where it counts a lot. The aesthetics of the text are positively influenced by various additions. SEO text additions include:

• Writing texts with bold key phrases along with context where it makes sense;
• Internal links referring the reader to another post, service page, contact page, etc. Keywords should be sub-linked with context;
• Scoring lists;
• Tables;
• Images with alternative text added to make it easier to search for them in Google Graphics;
• Video clips.

Text with add-ons is naturally more inviting to read than a plain wall of text. Using add-ons also has a positive impact on SEO. Internal linking is a standard practice used by SEOs. For external sources, be sure to add the “rel=nofollow” attribute so that Google’s robots don’t leave our site when they scan it.

How to write texts for seo that will be unique and high quality?

Google’s robots do not just scan our site to determine the quality of texts. They are also looking for potential duplication of content. Copying texts from other sites is absolutely forbidden, and no SEO copywriter should use this type of strategy. If Google judges such actions as a fraudulent strategy to manipulate the search engine, it involves a penalty from Google the result of which will be the lowering of the page’s position or even the complete cessation of its indexing in search results. Another rule to keep in mind is to update your content. If you have written a text on a topic and a lot has changed since then, it is definitely more beneficial for SEO to update the article than to write a new one. Therefore, once you have written and published a text, don’t forget about it. Updating it will positively affect the ranking positions. Grammatical varieties in Polish make copywriters’ work very difficult. Does Google understand the variations, or does it treat them as separate keywords? Here, unfortunately, the answer is: it depends. The algorithm is learning all the time. As a copywriter, you should therefore stick to basic grammatical varieties, but of course only where possible. All the time, remember to maintain good text aesthetics. Ultimately, it’s all about pleasing your readers. Just as SEO texts should provide readers with valuable content, our specialists are here to provide clients with satisfactory SEO results. You are welcome to contact our agency to take advantage of our services.