Rank Higher: SEO Copywriting Tips for Small Businesses
Copywriting isn’t just about creating interesting and compelling content. It’s also about using the right techniques to ensure the right people see your content. If you’re a small business owner, it’s important to learn the basics of SEO copywriting to rank higher on search engine results pages (SERPs) and attract more customers. This blog post will outline some simple tips for improving your SEO copywriting skills.
Why Copywriting Is Important for Small Business SEO
Small businesses often face a few unique challenges:
- They have a limited budget for marketing and advertising
- They don’t have the in-house expertise to produce high-quality content on a regular basis
- They compete against larger businesses with more resources
Large businesses don’t face these problems as much because they have the budget to hire expensive copywriters and SEO specialists. They can also afford to pay for advertising to reach a wider audience.
Small businesses, on the other hand, need to be more strategic in their approach. That’s where copywriting comes in. Copywriting is important for small business SEO because it allows companies to reach their target audience with the right message at the right time. It’s a skill that takes time and practice to master, but it’s worth it for small businesses who want to rank higher on SERPs and attract more customers.
Where Is Copywriting Used in Small Businesses?
Since copywriting is one of the best methods for lead generation, it is used in a variety of marketing materials, including:
- Website content
- Blog posts
- Social media posts
- Press releases
- Sales letters and email lists
- Advertising copy
Website Content
Whether you run a DTC or a B2B business, your website is the foundation of your online presence. Your website needs to be optimized for search engines and easy to navigate. But most importantly, it needs to have compelling content that speaks to your audience and encourages them to take action. Since your landing pages will be the first thing potential customers see, it’s important to make a good impression with well-written, persuasive, and informative copy.
Blog Posts
In addition to having a strong website, small businesses should also focus on creating quality blog content. Blog posts are a great way to show off your company’s expertise and build trust with potential customers. They can also help you attract organic traffic from people searching for information about your industry.
Your social media presence will play a role in your SEO efforts and your overall brand equity. Since social media is one of the most popular ways people consume content, it’s important to make sure your posts are well-written and engaging. Depending on your product or service offering, your social media posts should be a mix of informative, educational, and entertaining content that speaks to your audience and helps you build a relationship with them.
Press Releases
If you want to generate media coverage for your small business, you’ll need to write press releases. Press releases are a great way to get the word out about new products, services, or events. They can also be used to build relationships with journalists and other influencers in your industry. To write a successful press release, you’ll need to craft a compelling headline, write an informative body, and include a call to action.
Sales Letters and Email Lists
Email marketing will be a key part of your marketing strategy, especially if you run an eCommerce business. To build a successful email list, you’ll need to write compelling copies that encourage people to sign up. Once you have a list of subscribers, you’ll need to continue writing great copies to keep them engaged and encourage them to make purchases.
Advertising Copy
Running social media, OTT, and other types of advertising can be expensive. Since a 10% conversion rate is considered “good,” you’ll need to make sure your ad copy is top-notch if you want to see a return on your investment. Advertising copywriting is wildly variable, but there are a few key things to keep in mind:
- Your headline should grab your audience’s attention and be relevant
- Your body copy should be clear, concise, and persuasive
- Your call-to-action should be strong and encourage people to take the desired action
- Your copy should work well with your ad design to create a cohesive and effective message
For more information on the different kinds of SEO copywriting, check out CopyPress.
Tips to Improve Your SEO Copywriting Today
Whether you already have copy on your website or are starting from scratch, you can do a few things to improve your SEO copywriting right away. Here are a few tips:
1. Invest in keyword research.
To write effective copy, you need to know what keywords people search for. If you haven’t already, downloading a keyword research tool will give you insights into different phrases people use to find businesses like yours. It will also give you valuable insights into what your competitors are ranking for.
If you don’t want to break the bank, there are plenty of free keyword research tools available, like Google AdWords Keyword Planner and Ubersuggest. If you want more insight into what kinds of keywords have commercial intent, the level of value they hold, and which ones are best to rank for in your specific situation, you’ll need a paid tool like Semrush.
Once you have a list of relevant keywords, you can start incorporating them into your copy. Beware of keyword stuffing – using too many keywords in your copy will not only turn off potential customers but also result in Google penalties.
2. Ensure your current content is optimized for Google’s NLP algorithms.
When Google figures out which content is relevant for a searcher’s query, it looks at things like title tags, meta descriptions, and header tags to determine the topic of a piece of content. It also looks at the copy itself to determine what the content is about and how well it answers the searcher’s question. Its algorithms use natural language processing (NLP) to do this, and if you want Google to pick up your content more quickly, you need to optimize your copy for NLP. Here are a few tips:
- Use Latent Semantic Indexing (LSI) keywords throughout your copy. LSI keywords are related terms that help Google determine the topic of your content
- Use synonyms and other forms of words throughout your copy. For example, if you’re selling “shoes,” also use the word “sneakers” or “kicks”
- Use transition words and phrases to help Google understand how your ideas are related
If you aren’t sure how to incorporate these techniques into your copy, you can use an online SEO and content tool to help.
3. Use power words and persuasive language.
Your copy should be persuasive enough to encourage people to take action, whether that’s signing up for your email list or making a purchase. Especially in email marketing campaigns and landing pages, using persuasive language can be the difference between someone taking action and moving on.
Power words are simple words that are attention-grabbing and persuasive without being too salesy. For example, “discover,” “secret,” “you,” and “free” are all powerful words that can help persuade people to take action.
4. Structure your content in a readable fashion.
73% of users will skim your content rather than read it word for word. This means you need to make sure your content is easy to read and understand, or else you’ll lose potential customers. Here are a few tips:
- Use short sentences and paragraphs. No one wants to read a wall of text, but headlines can be impactful.
- Use bullet points and lists when possible. Articles with a list every 500 words receive 70% more traffic than those that don’t, according to Semrush.
- Use simple words and language. The average reading level in the United States is at a sixth-grade level, so avoid using big words that people won’t understand.
- Include images, infographics, and videos to break up your text. People are more likely to remember information if it’s presented in multiple formats.
Long-Term Strategies for SEO Copywriting
Since SEO copywriting is an ongoing process, you must have long-term strategies to ensure your website always has high-quality content. Here are a few things you can do:
1. Create a content calendar and stick to it
A content calendar is a tool that helps you plan and publish your content. It includes things like topic ideas, deadlines, and word counts. There are a few different ways to create a content calendar. You can use a free tool like Google Sheets to track content yourself, or you can use a paid tool like CoSchedule.
If you want to save time, you can also hire a content marketing agency to help you plan and publish your content. Whatever option you choose, the important thing is to stick to your calendar and publish new content regularly. Doing so will help improve your SEO and keep your website fresh and relevant.
2. Align your website’s user experience with your copy
If your site is difficult to use or read, your users will likely leave without taking any action. While written content is extremely important, if it isn’t presented in a user-friendly way, it won’t do you any good. To ensure your website’s user experience is aligned with your copy, pay attention to things like font size, line height, and whitespace.
Ensure your website’s design is easy to navigate, and that your copy is easy to read and understand. Use headlines, subheadings, and short paragraphs to break up your text, and include images or videos to represent your ideas visually. You can also use tools like Google Analytics to track how users interact with your website. Doing so will help you identify any areas where your user experience could be improved. By aligning your website’s user experience with your copy, you’ll improve your chances of ranking higher in search results by keeping people on your site longer.
A call-to-action (CTA) button that says “click here” might not be good enough. In your CTA copy, you want to sell an experience or a result, not just an action. Your CTA should be persuasive and make people want to take action. Here are a few examples of strong CTAs:
- “Discover the secrets to happiness”
- “Get your free e-book now”
- “You won’t believe what happened next”
- “Learn how to take your business to the next level”
- “Show me how easy it is to save money”
Throughout your landing pages and sales pages, you should also include clickable CTA buttons that guide users through your website. Your CTAs should be visible and stand out from the rest of your content. Use contrasting colors, and make sure your CTA buttons are large enough to be easily clicked on mobile devices.
What’s Next?
SEO copywriting is one of the most important elements of selling online, especially for small businesses. By following the tips in this article, you can start to improve your website’s SEO and rank higher in search results. If you want to learn more about SEO copywriting, check out our podcast on how to align content marketing initiatives with your product.
Sell more, understand your customers’ journey for free!
Sales and Marketing teams spend millions of dollars to bring visitors to your website. But do you track your customer’s journey? Do you know who buys and why?
Around 8% of your website traffic will sign up on your lead forms. What happens to the other 92% of your traffic? Can you identify your visiting accounts? Can you engage and retarget your qualified visitors even if they are not identified?
