The work of an SEO copywriter is often viewed as the result of a scientific process rather than a creative one; after all, the defining characteristic of an SEO copywriter’s work is appeasing an algorithm in order to get a page ranked higher in a search engine.

However, with recent algorithm updates from search engine giants like Google and Bing hitting writers who focus solely on these technical aspects pretty badly, the message has never been clearer; an SEO copywriter is as much a creative as an online marketer.

In order to decipher the secrets to writing good copy for SEO, its first important to consider why writers are included in the composition of a search team. Whereas the technical SEO will play around with setups and on-page optimisation, it is the job of the writer to get out there and reach actual audiences. The writer has to appeal not only to crawlers, but also to the human mind.

The Human Factor

The key, or ‘secret’ if you will, to writing good SEO copy is remembering that you’re writing for real people. The advantage to this is that, unlike complex search engine algorithms that have been fully explained, we have direct knowledge of what people want and expect, either through research or through our own experiences.

The best way to approach any copy is to appeal directly to a human reader. If you come up with a title or concept that sounds boring to you, the chances are it’ll bore your readers too. Similarly, introduce personality into your writing – there’s nothing a reader hates more than reading something that sounds like it was produced by a robot.

Also consider how a human reader will approach your piece. Research has shown people tend to skim read on the internet and lack the attention they would pay a physical piece of copy (in a magazine, for example). Short paragraphs and a killer opening to engage your audience is essential to attracting and keeping your audience.

Through appealing directly to the human reader, you achieve a couple of vital things – your work may go viral through sharing and syndication, gaining you vital links. You may also attract a lot of direct traffic.

You’ll also find that you can work your way into your related areas communities a lot easier – communities are much more receptive to people who contribute original content than to those they feel are trying to ‘play’ them. As such, you’ll unlock the potential for valuable guest post opportunities as well as working your way to becoming an ‘authority’ on your subject.

Appeal To The Search Engines

They may not be real, but search engine algorithms are still a picky bunch – they love naturalistic, engaging content and won’t stand for derivative work that only exists to get a site up the search rankings.

Writing for search engines is relatively simple and you shouldn’t take aspects such as including keywords as a negative. Instead, be creative – use keywords to inspire your piece and have fun with it. If you’re writing about something directly related to your keyword, you should find it flows naturally into your piece rather than needing to be interjected randomly – this leads to well-written pieces that avoid pitfalls such as keyword stuffing.

The most technical you need to get with writing copy for search engines is considering tone and potential search terms. Think about how people will be searching for your site and your work. If you sell Computer Aided Design software for example, the chances are people will abbreviate and look for CAD. Make sure you reflect these little touches in your copy.

Ben Greenwood is writing on behalf of Fluid Creativity, a digital marketing agency specialising in areas such as SEO and web design.

Ben Greenwood is writing on behalf of Fluid Creativity (http://www.fluidcreativity.co.uk), a digital marketing agency specialising in areas such as SEO and web design.

Author Bio: Ben Greenwood is writing on behalf of Fluid Creativity, a digital marketing agency specialising in areas such as SEO and web design.

Category: Internet
Keywords: seo, seo copywriting