The Unexpected Challenge of SEO Copywriting: Your Ultimate Guide to High-Impact SEO Copy

SEO Copywriting is a Twofold Challenge. Here’s How to Beat It.

SEO copywriters face a unique challenge. SEO copywriting isn’t like writing direct response copy, which is usually created for warm traffic and not typically written with Google in mind.

This type of writing is twofold: it needs to appeal to search engines and search engine users simultaneously, meaning that your SEO copy needs to be written with both consumer psychology and technicality in mind.

So, what makes SEO copy both attract leads and scale the ranks of search engines? 

Let’s look at what it means to write for SEO, what it means to write copy, and discuss how to combine them to create high-converting, high-impact SEO copy.

Writing for SEO: What it is at its Core

Writing for SEO is exactly what it sounds like: writing that appeals to search engines.

But, as easy as this may sound, it’s incredibly nuanced. 

First, search engines know when you’re writing for SEO. And they’ll penalize you for it.

Why?

Because Google and other search giants want to serve their users the best and most relevant content; not just content that checks the keyword boxes. This is, in part, why you won’t often see unreputable websites in the top search results. 

Google favors quality and serves its users results based on what they actually want. 

Which brings us to user intent.

First: Understand What it Means to Write for User Intent

You may have heard of semantic SEO, which is the type of informative, educational, and comprehensive content that Google likes to see. With semantic content, you need to understand what related searches your web traffic might be using and combine these to make content that is on-topic and in-depth. 

And you need to know how to write with keyword saturation in mind while writing for user intent.

What is User Intent?

User intent is the core “why” of your website visitors. Start with what specific information your audience is looking for, then consider what other questions may arise when you answer their first question. Deliver the kind of content that answers every potential question in depth so that the user never has to exit your page to find the information elsewhere.

What About Keyword Saturation in Semantic Content?

Because semantic content is meant to be in-depth, you’ll have ample opportunity to incorporate your focus keywords into the writing. Most SEO experts agree that a 1-2% keyword saturation rate is ideal. Use your title, your permalink, your H1, and a few of your H2s to incorporate your focus keyword.

Will Google Get Confused About My Focus Keyword?

Google is the most powerful search engine in the world, and its algorithm is smart enough to not only skim your content for repeated keywords, but to understand the context of your writing 

So, I’ve Got SEO Writing Down, But Isn’t That Different From Copy?

Content writing and copywriting are two very different things, but when you’re writing SEO copy, you combine the art and science of both to create something that’s high-impact. 

Let’s now talk about how to combine writing for SEO and writing for conversions.

Semantic SEO & Copywriting Combined

As a copywriting agency, we understand that combining SEO writing with persuasive copywriting is challenging. You need to write like you’re writing for humans while appealing to the technical aspects of SEO. This means writing with a mixture of information and promotion

This can be done by infusing direct response methods with keywording and creating long-form pages that answer questions.

For example:

Let’s say you’re a dental practice trying to rank your website for “gentle dentist in Dallas.” The heading on the page you’re trying to rank might be “Finally, a gentle dentist in Dallas that relieves your anxiety AND your tooth pain.”

This promotes the dental practice by addressing a pain point for the potential consumer, which is the pain and fear associated with going to the dentist, includes the keyword, and begins with a subtle sales word, “finally.”

Future Pacing and SEO Copywriting

SEO copywriting can also be achieved by using future pacing.

Let’s use our same example of the dentist who wants to rank their website for gentle dentist in Dallas:

The website may have a section that begins with the words “picture it” or “imagine,” and then walks the reader through potential scenarios involving seeing this specific dentist, or not seeing this specific dentist.

Future pacing can be negative or positive, and puts the reader in a position to ponder how not making a purchase will impact their life.

Keywords can be placed strategically (and where they make the most grammatical sense) throughout this section.

FAQ Sections

Including an FAQ section is great place to not just answer questions and insert pertinent keywords, but to address objections and qualify your leads. Your FAQ section can be written in semantic style, appealing to Google and giving your reader the information they need to make a decision.

SEO Copywriting: Combining Persuasion and Information

Writing copy for SEO can be challenging, but if you implement both semantic SEO techniques and persuasive copy, you can rank on Google and exponentially increase your leads.

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