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What is SEO? A copywriter’s perspective

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When you want to boost your website’s ranking in search engines (or to be more precise Google), you need to focus on improving your search engine optimisation (SEO). There are plenty of ways to do this, but today we’re focusing on copywriting.

As a copywriter, my job is to create engaging content in the form of blogs, adverts, and social media posts that will encourage people to visit your website. It involves a mixture of creative writing, persuasive writing, and knowledge of the industry I’m writing about outside of the company I’m working with. (That way, I know what the company and the consumers want from my writing and can strike a healthy balance.)

I need to make sure the content I write gives readers something they aren’t getting elsewhere (and not just a keyword linking to your website). This might be a list of places to visit in southern France if you own a caravan park there or items to make up a zero-waste kit if you sell metal straws. That added value makes readers more likely to share the blogs, which results in more people visiting your site, and, by extension, more people buying from you.

To me, SEO is about reaching people and helping them. This is something you can only do through quality content.

The bad old days

In years gone by, certain copywriters would get their clients website to the top of the rankings through a process known as “keyword stuffing”. This could be done cheaply as it didn’t really require a tremendous amount of time; most writers were just given a list of words or phrases to include.

Sometimes companies looking to branch out to international markets wouldn’t even hire a writer who spoke the language. The basic thought was that as long as the keywords were in there, it wouldn’t matter if a translation website butchered the rest of the copy.

As you can imagine, this practice littered the web with millions of articles filled with clunky sentences, poor punctuation, and bad translations, which were useless for the consumer, who would switch off after the first paragraph, and for the company, which would not see increased revenue despite their high Google ranking.

New and improved SEO strategies

Luckily, search engines became wise to this and have adjusted their algorithms accordingly. It is now more important for your website to be both attractive and user-friendly (this also means accessible for people with vision or hearing impairments) and for any content you produce to be well-written and useful to your audience.

These are fairly subjective terms and a computer can’t determine whether a site is these things specifically, but they can measure a variety of other factors to find out how people are reacting to your site. The top three factors include:

  • Direct website visits
  • Time on site
  • Pages visited per session

That’s why it’s so important to prioritise user-experience when building or changing a website, but don’t worry if you need help.

There are specialists who can help you or even do the job for you. For example, international SEO agency Indigoextra offers an SEO audit for your website with specialists looking at different aspects of the site, including website design, code, keyword research, content optimisation, and backlink analysis. After the audit, their website designers, SEO experts, link builders, graphics designers, and, of course, copywriters make your site the best it can be.

What can I do right now?

Here, I’m going to give you some SEO tips to improve your website:

  • Check the mobile friendliness test on Google to make sure your site can be viewed easily on monitors, tablets, and mobiles; more people than ever surf the web on their smart devices and if they can’t access your site, they’ll choose another
  • Set up a blog: This shows that you are an expert in your field and consumers can trust you and ads new content on your website on a regular base, which is important to Google
  • Hire writers fluent in the language of the country you’re targeting: Native speakers can spot a translation app a mile away

Hopefully, this has helped you to see that the most important part of SEO from a copywriter’s perspective is value to the consumer.




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