Writing good copy is one of the steps you can take towards boosting your SEO ranking (and conversion rate!). Along with other more technical SEO strategies, good content does make a positive impact – especially for small businesses on a tight budget.
See how good copywriting can help your website perform better in web searches below.
Content in plain English attracts and retains more reader interest
In the early days of SEO, it was in vogue to ‘keyword stuff’ your copy (this means adding keywords as many times as possible to your website to improve its ranking). Thankfully, now you are more likely to engage customers and get a better ranking with easy-to-read content that uses relevant keywords and variations in a natural (not forced) way.
Strategic SEO-driven web copy reaches a wider audience
Communication is made up of a range of describing words – not just the same words over and over again. This concept applies when writing for the web. Good SEO copywriters use a variation of keywords and key phrases to refer to the same thing. Such use of synonyms not only makes for more engaging (less repetitive) copy, but also increases your chances of matching your site with search terms that customers might be using.
Keywords with context provide more targeted, useful results
Ensuring your keywords have context is just as important as using any keywords at all. For example, ‘website copywriter in Melbourne’ will provide better returns than ‘copywriter’ on its own. This is because niche search terms have less competition for top spots – and the more targeted they are, the more likely they’ll convert to hard sales.
Clearly written content helps readers find important information
Google rewards web content that is well structured and easy to read. And web content that is well structured and easy to read also helps customers find what they’re looking for more quickly and easily – increasing your chances of conversion.
Simple techniques you can use to achieve this include:
- breaking web content into digestible chunks using subheadings
- marking up the HTML code (i.e. styling H1, H2, H3 headings correctly)
- incorporating hyperlinks that contain descriptive link text.
Correctly formatting web content with HTML code also has another significant benefit: web accessibility. Web accessibility enables people of all abilities to access the content on your website. For example, if someone has a vision impairment (i.e. your grandparents) or motor disability (i.e. a quadriplegic) and needs to use assistive technology such as a screen reader, coding your HTML accurately helps them navigate your web content more easily.
Copy that is mobile-friendly is more likely to leave an impact
Websites that can be easily read on mobile devices, such as smartphones and tablets, perform better on Google and other search engines. While this mostly boils down to the design of your website, breaking up text and writing short, sharp paragraphs make your site more memorable.
If you feel your business could benefit from an SEO copywriter, let our trusty local copywriting team here in Melbourne help you. View our small business writing packages or chat live with us right now.