Copywriters Run the Show in Organic SEO

 SEO copywriting is still, and always will be, the true king of Search. Many will dispute that link building is the SEO king in command. And although it is true, quality back links have the greatest impact on high keyword rankings, acquiring links is neither permanent nor tangible.

By communicating to both search engine spiders and users, it is the content of a website that runs the SEO show. Optimized content tells a spider how the website should be indexed, and thus its relevancy to select keyword categories. In addition, good copy on the webpage offers value to a user, which greatly improves its ability to convert.

Henceforth, SEO copywriting is the bee-knees to success-driven search engine optimization.

Websites are Indexed Based on Content

The central purpose of optimized content is to deem a website more relevant to desirable keywords. This entails much more than just keyword inclusion. The process of SEO copywriting is similar to writing a book.

A website as a whole is composed of many book-like components. There are titles, descriptions, headlines, paragraphs, pages, chapters and indexes. Through diligent planning and writing for each of these elements, websites can be indexed according to targeted keyword phrases. As a result, further optimization efforts, such as link building and content marketing, have a more profound influence.

Good SEO Copywriting Converts

Many companies who opt to outsource their SEO copywriting from afar are delivered the "fluff" copy. That is, content that babbles on and on and never seems to make a point - just a batch empty sentences that simple state what is.

What distinguishes quality copy from the "fluff" is content that speaks to a certain audience through the voice of a certain brand. Strong SEO copywriting highlights the unique features and benefits of an organization and portrays that message through precise keyword targeting.

Well-optimized content is the result of diligent research and brand immersion. This entails learning about the company, its unique selling propositions, as well as exploring the competition and getting a lay of the land. It is essential to understand how competitive, and thus feasible, certain keywords are before optimizing for them.

Awesome SEO copywriters are able to assess the overall strength and keyword potential of a website. They know, before they begin to write, the plausibility of a webpage achieving a high rank. This helps to maximize the conversion potential of an SEO campaign, as well as the client's ROI.

The Power of Page Titles & Meta Descriptions

The third reason why SEO copywriting is King stems from the page title and meta description. These elements make up the search listing that users see after submitting a keyword query. In essence, the title and meta description serve as the ad copy that sells the webpage.

Tailoring a brilliantly optimized page title and description is an art. Only 72 characters of the page title are displayed in the Google search engine results, so respecting both keyword inclusion and the impact of the message is vital.

Although there are no defined rules for writing the perfect page title, many copywriters will agree that a creative, concise, and keyword-friendly title is ideal. Similar to writing the headline of an article, the idea of a page title is to define or summarize the webpage in a few words. And of course, if a webpage is to be optimized, naturally, its title will include keywords.

Meta descriptions carry common importance to the SEO show, for they supplement a title with more information about the page. Really good descriptions hint at what the page is about and how the page can benefit its target audience. By offering more room to write in the description, SEO copywriters are able to pitch their page with additional creativity and allure.

Double-Stack Search Listings Delivered

One of the most powerful tools in SEO copywriting is internal cross-linking. Particularly 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." This occurs when two listings of the same domain are shown together as one prominent placement. The double-stack is significant because it not only doubles your organic search exposure but reduces your competition's.

Although double-stacks are somewhat unpredictable, there are a couple of ideas that promote their presence. Typically, the two pages cross-linked are of great relevance to one another as well as the website as a whole. This entails common URLs, related page titles, and a well-structured cross-link with keyword-targeted anchor text.

From a general SEO-friendly linking perspective, the anchor text of the link is an essential element. The anchor text, or "link name," represents the set of words that are clickable within the copy. Optimized anchor text will often reflect a targeted keyword phrase of the page in which the link is destined.

The Takeaway

Before unleashing your organic SEO campaign, make it a 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 copy.

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 keyword phrases 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 direction.

Rank on.

Tyler Tafelsky started his career young as a SEO copywriter for a full-service organic SEO firm. He has worked his way up to building and managing complete Internet marketing campaigns that include SEO, PPC advertising, content marketing, and social media marketing. Tyler also has a high degree of experience providing SEO and PPC consultancy services