Given that SEO profession is really demanding and requires a lot of practice, people start their internet journey with simper stuff such as writing.
Now, do not get me wrong. Creating an amazing copy is something that takes a lot of practice. But most of us are able at least to create simple texts. It is definitely much easier than performing a basic SEO audit.
Regardless of your background and whether you wish to learn more about optimization, one thing is for certain: it is necessary to have at least some basic knowledge.
In this point in time when competition is so stiff and everyone is trying to rank among top 10 in Google, it is necessary to have any possible advantage on your side.
If you are a newbie with at least some basic writing knowledge these tips and tricks will help you start your SEO copywriting career and teach you how it differs in comparison to other forms of writing.
1. SEO copywriting isn’t the same as academic writing
A lot of people who are into commercial copywriting for websites had some experience with academic writing. You probably wrote some essay papers in college and you probably believe that this is the right profession for you.
Although having this limited experience is a great starting point, most people have rough transition. This is mostly due to the fact they believe that internet copywriting should be the same as writing an essay.
First of all, when writing for a website your job is to create a copy that all visitors will be able to read.
This means that your language has to be simplistic and up to a point so everyone can understand it. It is completely different concept from academic copywriting where you have to use technical language and to flaunt with complex phrasing.
Besides your writing style, you also have to pay attention to commercial intent.
Ultimately you need to create copies that will lead visitors to your service and product pages and help you sell. You also need to create content that is actionable and helps a reader.
Unlike academic writing where a person can stray from the topic and go into details, commercial copywriter needs to remain focused. Otherwise, there is a good chance that a reader will bounce.
2. Each sentence has to be meaningful
As I mentioned in the previous tip one of your main tasks as a commercial copywriter is to create content that will be read all at once.
This means that each sentence needs to be meaningful and visitors should be eager to read next paragraph.
In other words, you need to focus on quality information, actionable tips and pieces of advice that cannot be found anywhere else.
3. Formatting and visuals
Sometimes it is hard to tell which one is more important, good visuals or quality text.
One thing is for sure; for your content to convert the way you want it, it is necessary to have both.
Formatting is crucial for breaking up the text. Internet articles are made for casual readers.
They are not books nor should they have such format. Instead, they are primarily geared towards people who wish to get quality information quickly. Although it doesn’t seem as much, bad formatting is something that can interfere with reading and affect reader’s attention.
Bullet points, chapters, short paragraphs and short sentences, hyphens; these are all tools that can help you decorate your articles making them more readable. But they also have another important purpose. They allow readers to skip the text and find things that interest them the most.
Even though this will reduce the time person spends on page, it will at least help making reader thankful. It definitely beats bouncing!
When it comes to visuals, they are very similar to formatting in a sense that they help reader to through an article. Images can be really amazing here as they add colors to the text and new layer of diversification.
However you will have to be conservative with the number of images as you wouldn’t like to dilute the message. Videos can also be a good additional providing another type of content to a page.
4. Call to action
Call to action is the most commercial part of a page.
This is the thin that help you get more likes, links, shares, sales and in general, conversion.
It is not enough for a person to read an article; you need to stimulate further browsing and to get person hooked up for a product. Add links to other pages and promote everything you have on your website. Stimulate conversation in comment section and try to persuade a person to join your newsletter list.
With these simple tips you are on your way to becoming a professional copywriter. Just take it one step at a time and I am sure you’ll get there.
About the author: Nikolay Stoyanov is a well-known Bulgarian SEO expert with 9 years of SEO experience. He loves writing about various SEO topics on his blog NikSto.com. Nikolay also sells 100% white hat SEO services, audits and his company offers SEO outsourcing to clients in various niches around the world.