SEO (search engine optimisation) has been a buzz phrase for a few years now. Of course, everyone wants their business to appear at the top of Google page one for every term their customers are likely to search for. However, with so many companies battling for a place, particularly on some of the more common search terms (and Google changing their algorithm every so often to try to outsmart those that are trying to rig the system), it’s not that easy. For small businesses with limited marketing budgets, it’s even harder.
The good news is that with Google’s latest algorithm, quality, engaging and original content is given preference over more irrelevant copy that has been jammed with thousands of keywords.
SEO copywriting has traditionally been about optimising web copy by targeting keyword phrases in certain frequencies. However, recent research has shown that the factors that determine how a web page is ranked in Google are based on things that happen off the page itself.
Modern SEO copywriting is all about crafting content so compelling that other people want to promote it by linking to it or sharing it. This increases levels of trust and authority, which pushes it up the rankings.
While keyword research is still crucial, algorithms have evolved considerably, so Google now treats the trust and authority of your domain, what others think about your content, and the words that they use to describe it as important indicators.
Thanks to social media, more people than ever now have a platform to cast their vote on what is relevant to them, and Google takes all of this into consideration.
So, when creating content, do your research into your customer base. Understand their likes, dislikes, triggers, etc, and then write high quality copy that really engages your audience. This is what matters to Google.
When done properly, creating content and writing copy to maximise SEO can shoot you right up the rankings and get your business onto that elusive first page of Google search results in no time at all.