Search Engine Optimization (SEO) represents the most important aspect of search engine content ranking. No matter what type of content you create, chances are that SEO plays an important part in it.
The reason for this is fairly straightforward – Google wants its users to experience original, relevant content. Studies have also shown that Google owns over 74% of search engine market share on the global level. This gives Google unprecedented power over what is considered adequate per SEO standards.
Anything that flags as spam or plagiarism often gets ranked lower than any other search result. To that end, copywriting can play a pivotal role in Search Engine Results Page (SERP) ranking. Let’s take a look at some actionable copywriting tips that will ensure a higher ranking for your content moving forward.
1. Use Google AdWords
It cannot be stressed enough as to how important AdWords and its platform are for content marketers. Research through AdWords can give you valuable insight into what your audience wants to see in their search engine pages. Things such as keywords, phrases and other SEO elements are always distinct from niche to niche.
What works for a graphic design agency won’t necessarily fly for a construction firm. Make sure to always search for the right elements for your future content through AdWords. This will give you a clear direction in your content copywriting and ensure that anything you produce ranks accordingly.
2. Talk to your readers
Google’s search algorithms have changed over the years. With it, many other search engines such as Yahoo and Bing continue to evolve and offer new perspectives on SEO. To that end, semantic search ranking has become the norm. Users often search for topics and content to read through by literally asking for it. For example, if someone wants to read articles about the latest trends in nutrition, they might go two ways about it:
- “Nutrition trends”
- “I’d like to know more about the trends in nutrition in the past year”
The two search systems will always produce similar results but different nonetheless. The later example is the one you should be pursuing in your copywriting optimization since it follows semantic search rules. Make sure that your content offers a conversational tone and doesn’t veer towards technicality and academic writing. In doing so, you will make it easier for people to do quick searches and actually see your content as relevant to their queries.
3. Format and proofread
As much as we hate to admit it, technical SEO still plays a major role in content optimization. Multimedia content can tank your ranking in a matter of seconds if you don’t optimize it correctly. Headings and subheadings need to be addressed as such in your Content Management System (CMS) to make sure that a search engine can read them.
These are only surface-level points which you should pay close attention to when copywriting new content. One of the vaguer aspects of SEO is the translation and localization aspect of created content. You can attract much more attention if you offer the same content in different languages for more people to experience.
It’s good practice to check out some translation services reviews and see if you can find a professional translator who is best suited for your particular content’s niche. After all, translation and proofreading go hand-in-hand when international audiences are in question. Make sure to always format and spellcheck your content before publishing it in order to make the most out of your SEO ranking.
4. Use social proof
Since Google prefers directing its users to original content, it makes sense it would do the same for social proof. Copywriting will only get your content so far without implementing some type of a “voice” from your readers.
For example, if you represent a company with products and services on sale, you can use testimonials and interviews in your content. The same rule applies for any company or firm with actual projects and clients to talk about. While the same cannot be said for full-time bloggers, they can also use their audience’s comments and statements as social proof.
Make sure to always annunciate your audience’s voice in your content for added value in SEO. It’s important to treat this content as quotes instead of paraphrasing anything that was said to you. Use the previous and following paragraphs for added content which can explain the context of said social proof. In short, the more living, breathing people participate in your original content, the better it will rank in search engines.
5. Write calls to action
Lastly, the most effective copywriting tactic for higher ranking is through CTAs. CTAs represent “calls to action”, and they are literal requests for the readers of your content. You can ask your readers to comment, subscribe, share your content or pitch in with their own thoughts, experiences and opinions. CTAs are traditionally set at the end of each piece of content which makes it easy for readers to cross into the comments section.
However, if you have a steady follower base you can experiment with the placement of CTAs and trust that your readers will know what to do. Copywriting without CTA is like a hilt without an edge. It provides ample information and content but doesn’t have a “spark” that separates good content from the great.
The more people interact with your content, the higher it will rank through SEO. This is because search engines prefer ranking active and engaging content higher than that which is inert and doesn’t add any value to the reader. In short, one of the best ways to rank your content highly is to ask your readers to do it for you through traffic and conversion.
Long-form ranking (Conclusion)
Content ranking is only as effective as your commitment to go through with it. SEO trends can often change overnight and it will be up to you to modify your content to suit their requests. As long as you are willing to optimize your content through copywriting, you will be able to garner a larger following and get on Google’s good side without any issues. After all, you want people to be able to experience your content for as long as possible.
Kristin Savage has graduated from Columbia University where she was majoring in Germanic Languages. Besides English as her mother tongue she also speaks German and Dutch fluently. Currently Kristin is studying Spanish and planning to obtain her PhD in Applied Linguistics since she is interested in how to use her to some extent practical knowledge of language processes in everyday life.