iStock_000022817605SmallInevitably, when talking about SEO copywriting, the topic of keywords comes up.

Which words are the best keywords?
How will we use them in the copywriting?
What are the keyword best practices?

And so on.

But, I think this is a dangerously narrow view of what keywords actually are – of the POWER they have if you understand them properly.

SEO keywords are a message not a target

Did you know that you have this amazing tool for peering into the habits of your sales prospects? It’s Google Analytics. You open this tool and you find the exact words that people are using to find your website.

Amazing.

What’s more amazing is that those keywords tell you something.

They are a clear message from your audience.

Listen to them.

The way I approach SEO copywriting is not by adding these ‘juicy’ trigger words into my copywriting, but instead by listening to the keywords.

I imagine the keywords as a question. I imagine the world of the searcher. He or she wonders:

“I need an orange widget holder. Where can I find one? Hmm, let me just type that into Google…”

[types]

“Ah, here’s a site for a company called Widget Holders Inc. I wonder if they have orange ones?”

[clicks to site and maybe bothers to look around for 30 seconds to find orange widget holders]

The power of SEO copywriting is anticipating

You know people are searching for orange widget holders, because that’s what you can see in your Analytics or through a keyword research tool.

So write ABOUT them. Create content that markets to your audience segment looking specifically for orange widget holders.

Write an article titled “The Ultimate Guide to Orange Widget Holders.”

How do you think that would perform in a search?
How do you think people would respond?

[searches for orange widget holders]

“Oh, look! This site called Widget Holders Inc at www.widgetholders.com has a guide to Orange Widget Holders – that’s just what I need before I decide to buy an orange widget. They are the experts, so I’ll just consult them first.”

[clicks to guide]

Now your site was not only found in the search listings, you also positioned yourself as an expert on exactly what your prospect is seeking.

Repeat

Now write “The Ultimate Guide to Blue Widget Holders” for that segment and “The Ultimate Guide to Widget Holders” for those who might not yet know which colour they prefer.

By providing the kind of highly relevant and thoughtful content our audience is looking for, we are much more likely to improve perception of our brands AND to convert prospects.

It’s ‘content marketing’ if you want to use the term.

But most of all, this makes SEO copywriting not an act of plugging terms into a document in order to influence Google, but a key part of the sales process.

Is it always that easy? No. But listening to the words of your prospects and creating useful and helpful content they can use is a sure way to influence your prospects.

And that’s how Google measure relevance – happy prospects that click, stick and buy.

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