From keywords to conversions: The small business owner’s guide to SEO copywriting
Good online content can get your business greater visibility, engagement and, most importantly, paying customers. I’m here to convince you that SEO copywriting is a big friend of small businesses looking to grow.
I promise to do a better job of your copy than AI did of this image (produced by DALL.E)
Ok, let’s ease you in: why should you – a small business owner – care about SEO copywriting? Simple. It’s the linchpin that holds together the digital side of your brand, propelling your online presence to the top of search engine results pages (SERPs) and turning casual browsers into loyal customers. Mastering SEO copywriting can significantly boost your search engine rankings, making your website more visible to potential customers. And it doesn’t stop there; by fine-tuning your message to meet the needs and interests of your audience, you're not just seen – you're heard, understood and trusted. And that’s how browsers become buyers!
Understanding SEO copywriting
At its core, SEO copywriting means creating online content that resonates with both search engines and human readers. Unlike more traditional copywriting, which primarily zeroes in on capturing the reader's attention and persuading action, SEO copywriting adds another critical layer to the mix: search engine optimisation (SEO). You might have heard about it – copywriters like me are always banging on about it. It means that the content is not only designed to deliver for the user but also to rank well on search engines like Google.
The essence of SEO copywriting lies in its dual focus. First, it aims to make your website more appealing to search engines. This involves using targeted keywords and phrases that your potential customers are searching for, ensuring your site pops up right where it needs to be – on that coveted first page of search results. But it’s not just about algorithms and rankings; the second, equally important focus is on attracting the readers’ attention. SEO copywriting ensures that once visitors land on your page, they find valuable, interesting content that answers their questions, solves their problems and nudges them closer to making a purchase or taking another desired action.
This balancing act between optimising for search engines and captivating readers is what sets SEO copywriting apart. It's a powerful tool that can improve your online presence and grow genuine connections with your audience.
Keyword research: The foundation of SEO copywriting
Keyword research is the backbone of SEO copywriting. Seriously, if you speak to a small business copywriter and they don’t bother to do any keyword research, run – and call me instead! This research will guide you to the phrases and terms your audience uses in their online searches for information, products or services. This process not only unveils what your potential customers are searching for but also how to tailor your content to meet their needs and queries.
Tools such as Google Keyword Planner, SEMrush and Ahrefs are super useful. They allow you to uncover keywords related to your business niche, providing insights into search volume, trends and the competitive arena. But having a list of keywords isn't enough; the art lies in selecting the right ones.
When choosing your keywords, prioritise relevance to ensure your content resonates with searcher intent. Then, consider search volume; higher numbers indicate more interest but also potentially more competition. Speaking of which, competition level is crucial – targeting lower-competition keywords can be a strategic entry point for smaller businesses aiming to make their mark.
Crafting SEO-friendly content
Writing in general isn’t for everyone (just look at the internet), but writing SEO-friendly content is even more difficult. The key lies in weaving your chosen keywords into your content as naturally as flowing conversation. This ensures that while search engines can easily understand and rank your content, readers find it engaging and meaningful.
I cannot say this enough: creating content that’s valuable, informative and engaging is paramount. Your pool of customers crave solutions to their problems, answers to their questions and insights into their interests. By delivering this with authenticity and depth, you not only satisfy their search intent but also build trust and authority in your niche.
To optimise your content for both search engines and human eyes, start with compelling titles that include your primary keyword. This draws readers in and signals to search engines what your content is about. Next, write meta descriptions that offer a concise overview of your article’s value, using keywords to enhance visibility. Headers break your content into digestible chunks, making it easier for readers to follow and for search engines to grasp the structure of your content. Lastly, add keywords throughout your body content (go gently – no key stuffing!), ensuring they enhance rather than disrupt the reader's experience.
Remember: a primary goal is to improve your audience's online experience.
User experience and SEO copywriting
User experience’s (UX) impact on SEO and conversions is profound; search engines favour sites that provide a seamless, user-friendly experience, seeing it as a marker of quality and relevance. Better UX leads to longer dwell times, lower bounce rates, and, ultimately, higher rankings.
To improve UX, focus on creating well-structured, easily navigable content. A clear, intuitive layout invites visitors to stay, explore and engage with your content. Ensure your website loads swiftly, as speed is a critical factor in keeping users satisfied. Just think how annoyed you are when a site is slow and you can’t find out what else that actor’s been in! Incorporating visual elements and interactive features can also enhance the user's journey, making your site not just a stop but a destination.
Measuring success: SEO copywriting and conversions
Tracking the success of your SEO copywriting is key to understanding its impact on your business goals. Key metrics such as organic traffic, search engine rankings and conversion rate offer insights into how well your content is performing. Google Analytics can provide a comprehensive overview of these metrics, allowing you to see where your strategy shines and where it may need polishing.
Monitoring organic traffic reveals the volume of visitors arriving via search engines, indicating the effectiveness of your keyword optimisation. Search engine rankings give you a direct view of how your pages compete. Conversion rate, the percentage of visitors who take a desired action, measures the ultimate effectiveness of your content in achieving business objectives.
To further refine your approach, consider A/B testing different versions of your content. This method allows you to compare variations in headlines, calls to action and even keyword use, giving you valuable data on what resonates best with your audience and drives conversions.
For small business owners, embracing these SEO copywriting practices is not just a strategy – it's a necessity for standing out, connecting with your audience and driving meaningful conversions. Your online presence should offer valuable, engaging content that speaks directly to the needs and desires of your customers. You're not just selling a product or service; you're building a community around your brand.
Has this article left you with more questions than answers? Good: it means you might be interested in getting in touch with me to discuss your SEO-friendly content! I'm here to help you navigate the complexities of digital marketing with ease.
Let's write compelling, SEO-driven content that not only ranks but resonates. Get in touch.
