The goal of increasing your reach and all website copy is to convey a message to a broader target audience. However, for this to happen we must create skillful and creative content that can communicate its information effectively. Better yet, having amazing content will help with increasing your reach and getting your website in front of your desired visitors.
SEO copywriting is amazing for achieving both these goals because it focuses on creating valuable content for readers and optimised for a target keyword. We have tips to help you create content that ranks in search results while still creating content that resonates with your audience.
Keep reading to learn how to create content optimised for search engines and still appealing to your target audience. The biggest downfall of copywriters or bloggers is forgetting to write content that appeals to their audience.
Our six tips below will help you write content that succeeds at appealing to the audience and increasing your reach.
Increasing Your Reach By Attracting Your Audience
The secret to increasing your reach is to write copy that entices your audience to read it, whilst also targeting a specific keyword. SEO copywriting is the process of writing marketing copy that is optimal for search engines and appeals to both human readers and search engine algorithms with the goal of:
- Driving organic traffic to a company’s website.
- Getting that traffic to convert to leads or sales.
Once your SEO copywriter has written content optimised for search engines then it is time to determine what the content is about and serve it to the right people. It is important that the writer creates copy that is easy to read and encourages the audience to buy. If we create content solely for the purpose of ranking on search engines, then it might not be interesting to the reader. Increasing your reach requires a fine balance between the two.
Six Meticulous SEO Copywriting Techniques
Search engine optimisation may seem overwhelming and complicated for those who are new to SEO copywriting. That is why we are giving you six techniques you can use to start and set yourself up for success.
1. Use Keywords Naturally
Your content must be reader-friendly which is why you want to avoid stuffing keywords throughout the content of a blog or search-optimized webpage. You should not force the keywords into your copy to the point it hampers the reading experience.
The reader should not be able to tell that your content is written for search engines. If you are optimising for a long-tail keyword then using it naturally involves rearranging the word order or splitting up the term with conjunctions, articles, or prepositions.
Algorithms are smart enough to pull together the words and recognise the term. When increasing your traffic, your SEO copywriter should avoid making the keyword the focus. It is better to think about what you are trying to say and then think about where the keyword fits into what you are saying.
Take time on your titles so they do not look like they were suitable for the keyword rather than your brand. Go back, rework it, and find a way to make the title sound as natural and as fun and fitting as your brand. There are a variety of ways to write engaging titles.
Bear in mind that ranking on Google means your content must signal to Google that it is a good fit for the keyword. Increasing your reach with this content must compel searchers to click on your listing. you need to entice searchers to click on your listing.
2. Know Your Audience
Increasing your reach means being prudent about selecting keywords. Do not only think about what your company wants to be known for. Also, consider what your buyer personas are searching for and base your keyword strategy around that.
Research the keywords you are considering along with what your audience is searching for. See if the intent of the high-ranking content matches what your personas are looking for.
It is a good thing when there are blog posts and content ranking for your keyword because Google likes to skew towards content. However, if they are all solutions pages then ranking for that keyword may not be optimal.
Increasing your reach is achievable by analysing domain authority. You want to see who the high-ranking content is from. If WebMD is at the top, you will not reach the top of the search results if you have low domain authority.
Therefore, to start increasing your reach, a less-competitive niche keyword is better. Also, choose a keyword that is lower volume and difficulty so you can really dominate.
3. Use Featured Snippets
A guaranteed way to get your content at the top of Google is to use the featured snippet for a query. The featured snippet, also called position zero, is the content box that appears at the top of search engine results pages and provides immediate information about the search term.
All you should do is take the keyword and think about the answer to that keyword. Answer the question behind the search intent as early in the post as possible, making sure to use the keyword.
For example, if you are going after a definition query, like “what is a keyword?” You want to include a sentence like “keyword is [definition].” But, if you are trying to appear for a list featured snippet, you should use the keyword in the title or introductory sentence right before the bulleted or numbered list.
In addition to helping your search ranking, writing for featured snippets helps you weave your keyword into the beginning of your post and provides immediate value for readers.
4. Create Space Between Content
It is essential to separate content because visitors do not want to read a chunk of text. Lighten up your content with images and headers to improve user experience and gain technical benefits.
Using headings will help with increasing your reach because it will make your content easier to read and digest, you can include your keyword in them and H2’s and H3’s are more heavily weighted than normal body copy in terms of keyword value. Images are also excellent because you can optimise the alt tags for your keywords.
For example, including images that demonstrate your keyword gives you a chance to write alt text like “image content description, an example of the keyword.” Or, for a pros and cons post, you can use “pros of the keyword” as your section header instead of just “pros.”
When increasing your reach with content, it must be easy and simple to follow which is why placement of headings and subheadings is crucial. Bulleted or numbered lists work well too because they provide all the details upfront.
Contact Midnight Monkey for expert SEO copywriting services.
5. Use Only Valuable Internal Links
It is common to assume we must stuff links into a post. However, it is best to pause for a moment and think about what the next natural step is for a user to take. Really think about whether the linked content is relevant to the target persona, and if so if where you are attaching the link is a good place for you to send them to the next blog.
Internal links are excellent at improving a reader’s experience by providing relevant information and improving SEO metrics like time on page and pages per session. Internal linking also helps with the crawl ability of your website and faster indexing of pages. All of this helps with increasing your reach.
Even better, using keywords that linked content uses will maximise the impact of internal links. This is incredible for SEO because Google knows that not only is this a good place for users to go, but also for the keyword.
6. Focus On The Content Itself
Increasing your reach with content is best done when you write blogs that account for the differing intentions of visitors arriving on those distinct types of pages and how you expect them to get there. The difference between a blog and a product page is that there is less content to work with on the webpage. However, you still want to use alt tags on your images, have the keyword in the metadata, and keep the integration natural.
However, with product pages increasing your reach is slightly different from a blog because you do not want to include too many internal links since you want visitors to focus on the products.
It is also trickier to optimise a product web page since you do not have dense content to integrate the keyword naturally. In this case, just do the best you can and focus on optimising the technical aspects of the page while creating the best user experience possible.
Increasing Your Reach Is Not Just An Algorithm
SEO copywriting is a fine art and you cannot purely focus on an algorithm if you want to attract interested readers. It is easy to fall into the trap of being overly search-engine-centric with your writing. However, the algorithm is not your customer, a person is. Also, you must prioritise user experience.
Those signals, like average time on page and number of pages per session, are becoming increasingly weighted by Google. User behaviour and user experience on your website are even more important. Even if your page is technically good, it will not rank well if it does not have good user experience signals to Google.
Therefore, increasing your reach means writing SEO-friendly content that focuses on the needs of your buyer. They are the audience you should be optimising content for.
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