What SEO Copy Really Looks Like

Alex Nicol, SEO Content Marketing Specialist, Article-Writing.co

Posted On: March 19, 2018

Writing SEO copy is fundamental to any blog writing endeavour. This is especially those in SEO who write for us. Since the rise of semantic search and the Google Panda updates, many SEO experts are now convinced that ‘quality’ has all but replaced ‘backlinks’ as the #1 ranking factor in Google algorithms. So the benefits to writing excellent copy have increased – but has the quality of your copywriting improved along with it? Perhaps not.

It appears that people have the wrong idea of what SEO copy really is. They assume it means doing preliminary keyword research and incorporating these terms into your blog wherever possible – and that’s it. While keyword research is part of the process, SEO copy involves far more than that. It means accounting for a range of on-site and off-site features that, if ignored, doom your nicely written blog posts to the back pages of a SERP. 

SEO Copy is a Cyclical Process

The writer producing content for a site should always have two focus goals in mind: engage with a target audience and solve some kind of issue, or problem. In order cover all the tasks involved in content production, the best way to integrate SEO best-practices is by imaging the entire blog writing process as a continuous cycle.

Elements of the cycle are:

1. Research

There should always be keyword research done before an editorial calendar is filled out. Often times this relationship is reversed for clients, who may have tons of blog ideas but very small grasp of what keywords they can realistically try and rank for. It is much easier to take a list of strategic keywords and create blogs around them that solve a problem or issue for your customers. Those who SEO write for us understand this.

2. Structure

In writing the blog, attention is given to the internal structure of the piece. Google bots love to see a clearly structured article that flows from title tags to H1 and H2 tags. Any extended text without a header, bullet points, or embedded image will also harm the readers experience – and remember that your content should be focused primarily on solving an issue and satisfying the searcher. The professionals who SEO write for us understand this.

seo write for us

3. On-Site Optimization

On-site optimization means a whole host of different technical duties. Moz has published an excellent overview of the different on-site ranking factors.  SEO copywriters should always refer back to this interactive chart to ensure that the title and H1 include the target keyword, a proper meta-description is given, and there are no issues with load time (which can be checked via Google PageSpeed insights.)

4. Link Building

Once the blog has been written and published, it’s time to go about sharing it with your network. As Redevolution highlights, the best way to get links back to your site is write amazing content and make your content easily shareable. And what kind of content is most likely to get backlinks? The kind that answers a question. People who SEO write for us are aware of this.

Neil Clancy, an organic search specialist at EatSleepSEO.com, expands on this ‘natural’ approach to getting backlinks.

“When thinking about link building, you shouldn’t 100% rely on outreach or directories. You want people to link to your content naturally. How do you do that? Make your content appear to be the source for answers.”

Neil runs a website that sells supplements online. In looking to increase the organic search ranking for the overall site, Neil created a directory within the site that comprised “all the factual and science-backed resources we can find about the supplements, and our content is properly sourced.”

The results are excellent. “Our site directly gets linked as a source all the time by people creating content about supplements, their benefits, their side effects, etc” says Neil.

We can learn two things from the success of Neil’s approach.

1. Your Site Should Have a Directory (Or a Piece of ‘Cornerstone Content’). If you write an authoritative piece of content large enough to define a specific niche, you are bound to get some natural back links.

2. Blog Writers Are Looking for Authoritative References. Not every citation people make can be to Wikipedia or scientific studies. No matter what industry you operate in, blog writers in your niche are always looking for new sites to reference that are more authoritative than a blog post, but more approachable than a scientific study. If you SEO write for us, you’ll understand some of the sources that can help in this regard for us.

Want To Know More About SEO-Write for us!

As you can see, SEO copy involves far more than it might seem. When conceived in a cyclical way it becomes much more clear what exactly needs to be done, and when. At Article-Writing.co, we are always looking at ways to improve the organic search optimization of the content we produce. Contact us today for a consultation on our range of packages to see which one is most suited to your needs. Or, if you know your SEO-write for us instead.

Let Article-Writing.co do the work for you

We are an experienced company with a writing team that has been the antithesis of each of these mistakes.

It isn’t easy to find talented, reliable writers that do extensive research and provide the best content, but by avoiding the mistakes above, we’ve done it!

Outsource your blog writing needs to us and you’ll get access to our skilled team of writers and editors, all without you having to go through the rigorous hiring process.

The ultimate goal of content marketing is offering your target audience information and materials that will engage them and motivate them to choose your business. 

Seems easy, right? 

Often, companies will simply share general content to please everyone. But let’s be honest: you can’t win them all. And that’s okay! 

Rather than throwing a line and hoping the fish will bite, create Thought Leadership content strategically catered to your target market. Consider the people who would genuinely need or care about what your business offers, rather than wasting time, effort, and resources on creating general, unfocused content. Successful content marketing involves promoting your products and services to the people interested in the subject matter, who will read the content, click on your company website, and take action. 

As an executive of an organization, you are a valuable piece of the brand. Consumers want to know about the human presence leading companies, in order to understand more about the company’s values and goals. 

Take advantage of your position as an industry expert and share extra content to attract more attention to yourself as an industry leader and your company. Your quality content will build your reputation as a reliable voice to earn your consumer’s trust. However, if it’s not focused on your target audience, you won’t earn many conversions from your content. 

Consider these techniques to guide your Thought Leadership content so it can expand and strengthen your loyal consumer following:

  • Identify your target audience by reviewing your current consumer data and identifying who is investing in your business or reacting to your thought leadership materials so far. Look for trends to find why these people are interested and if others like them haven’t been reached yet. 
  • Conduct customer research to learn how they will respond to your thought leadership content. Request participation in surveys, polls, social media comments, and more to learn about your existing impression on your audience and how you can improve your platform. 
  • Create target audience character profiles. Identify their interests, demographics, pain points, needs, and desires, and write to them.
  • Find where your current and potential audience is active online.  Catch their attention by being active and sharing your content marketing materials on these platforms.
  • Pull inspiration from other Thought Leader examples. Research other executives within your field who implement successful content marketing through their personal platforms. Learn what qualities make their content attractive and why readers respond to it positively. These examples can offer a base for you to visualize what you want to achieve. 
  • Recognize your strengths as a Thought Leader. Often, leaders aren’t necessarily aware of the unique talents that give them an advantage in their industry until asked. Reflect on what topics you know best and how to input your insights to humanize your materials, make them original and more engaging for your audience. 


Case Study: How Strategic Content Marketing Can Broaden Your Audience

In our client strategy calls, our team will interview our expert clients to learn about their industry expertise and find out what’s meaningful to them, their business, and then identify who we believe to be their target audience. We use these insights to inspire our content subject matter and tone to create impactful content for their current and potential consumers.

Dr. Desai’s COVID PreCheck App Content Marketing

For example, our client, Dr. Nitin Desai, approached our strategy team to create content to promote his COVID Pre-Check app. His innovative software is intended to help employers ensure their employees who enter the office are COVID-free, providing a safe environment by eliminating the chance of spread. 

Our team of strategists recognized that with Dr. Desai’s thorough professional knowledge around the COVID-19 virus, he had the potential to become a reliable voice in a culture of people seeking answers. We created content for Dr. Desai that focused on sharing COVID-related insights to reach a wider audience, which has been a successful mission. Our thoroughly planned content reflected his industry expertise, which brought him attention from various media outlets and publications, including Forbes

By reaching out to our professional content marketing team, Dr. Desai achieved his goal of promoting his groundbreaking app, while also positioning himself as an authoritative voice in his field. Our team learned about his voice, discovered what was meaningful to him and his target audience, and optimized this to create focused, engaging content that broadened his consumer scope. 

Ready to Invest In Your Article-Writing.co Thought Leadership Package? 

At Article-Writing.co, we understand that you have a lot on your plate. Let us share your voice on your behalf, so you don’t need to add more time to your busy schedule to write your own content marketing. Our strategists and creators will develop a plan to create engaging materials to represent your Thought Leader brand through your own specialized Thought Leadership Package

Let us help you strengthen and broaden your consumer base for continued professional success. Book a call today.