Do you miss the good old days of Internet marketing when creating content that ranked well was as simple as having your target keywords in all the right places? The actual text didn’t have to be that special; it just needed a few links pointing at it to be right up on the first page of Google.
Then Google came along and spoilt the party by making your content earn its place at the top. Worse still, over-optimisation could get you penalised as could building the wrong kinds of links.
Nowadays, you have to work a lot harder to have a chance of appearing on page one and getting the traffic you want. That’s not just because Google has tightened the rules.
You also have to consider that everyone’s getting on the content marketing bandwagon and your text has to compete with thousands of other pages all vying for the top spot.
So what exactly is today’s art of SEO copywriting? We use the term “copywriting” here because we want the reader to take some action whether it’s to buy something or sign up for a newsletter.
To achieve your Internet marketing goals, you have to focus on creating content with these types of optimisation:
Your prose can be worthy of prizes and accolades but unless it addresses the concerns of your visitors, it might as well be written in Swahili. Topic optimisation means creating content that’s just what he wants.
Before writing a single word, ask yourself
Who is my target audience?
What are their problems, challenges, dreams and desires?
What style and type of content would they value?
Only by knowing your prospective reader well can you write words that resonate with him. So do your research and unearth what’s he’s really looking for.
Today’s savvy copywriters focus on themeing for keyword optimisation. With Google using latent semantic indexing (LSI) in its algorithm, you have to make sure you content contains all the relevant theme words.
Google realises that anyone writing with authority on this topic would naturally include most or all of this vocabulary. For example, it would be impossible to create effective content on the topic of drying wet carpets without including such words as mould, dehumidifier, carpeting, growth, pad, vacuum and key-phrases as use a wet vac, risk for mould growth, professional carpet cleaning, standing water, and commercial dehumidifier.
Such content allows you to rank well without forcing keywords in just to “SEO” the page.
Ranking well is just the first setup. You also have to get the click. Whether your link gets clicked on depends a lot on how well you’ve optimised your meta title and description. Be sure to include your keywords and make it enticing.
As you can see, today’s copywriting is all about giving readers what they want and making sure they find it which is just how Internet marketing should be.