You’ve just created that killer blog post or article, and you’re about to hit publish, but then you remember – search engine optimisation. So you tweak your content a little here and there to please the search engine gods, send it off into the virtual ether, and hope for the best.
Is this approach working for you? Is the content you lovingly created drawing in traffic by the bucketload, or is it sadly falling on deaf ears? If you know you’re creating good content but it’s not improving your lot on the internet then it may well be time to reconsider the way you approach SEO.
Think like an SEO copywriter
SEO copywriting is so important that it should be much more than a last minute thought and a cursory nod. To create a successful online content strategy, SEO needs to inform everything you do, and be kept in mind throughout the process.
Before you even begin work on your content, conducting keyword research and analysis can give it a boost. Finding out what words and phrases people are searching for serves two purposes. Firstly it gives you vital information on how your potential audience are viewing the topic, information which you can use to tailor your content and your titles accordingly. Secondly, it will give you the chance to select the most appropriate keywords to pepper throughout your piece, thus increasing the chances of it being found and read.
Know your keywords
Researching your keywords right at the start also enables you to incorporate them into your piece in a far more naturalistic way. Content which has had keywords inserted in ‘post-production’ will often be obvious as such, and its readability may be negatively affected. Today, the most effective and successful SEO copywriting puts the focus on creating well-written copy first and foremost, and it can be hard to do so if you’re slotting your keywords in after the fact.
It’s also important to include your keywords in titles and sub-headers, so knowing what they are from the start will enable you to structure your piece more intuitively.
Once again, knowing what your audience is searching for will make it easier to craft a piece that will appeal to them and draw them in.
Planning an SEO copywriting strategy
Thinking about SEO copywriting from the start can help you to form not just individual pieces of content, but can give you greater insight into your overall SEO and content creation strategy. If you know what people are searching for then you can aim to create multiple blog posts, articles and other content around a particular set of keywords, further enhancing your standing in the search engine results pages.
This is true not just of your onsite content but your offsite content too. By strategically placing guest blogs and articles elsewhere on the internet that shares SEO commonality with your onsite content you can create a strategy that feeds in on itself and boosts your online success.
With all these benefits, it should be easy to see why thinking about SEO from the start is far more fruitful than paying lip service to it at the last moment.