SEO Copywriting: 11 Effective Tips + Checklist

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What is SEO Copywriting?
SEO Copywriting is the technique of writing texts that are optimized for search engines and gain organic traffic. However, when we talk about optimized texts, we are not only referring to pleasing search engines, but also to attracting and engaging the user/reader who has reached our content: we must write for users and, from an SEO perspective, the two concepts are intrinsically linked. To make this possible, we are going to look at a few SEO Copywriting factors that will help us write content that both Google and users will like, and at the end of the post you will find a downloadable control sheet to monitor the performance of your content.

11 Tips for SEO Copywriting
1. Know your audience
SEO Copywriting doesn't work on its own: every piece of content has to be targeted at the right audience. You need to do research to get to know your target audience thoroughly and how they use search engines, what interests they have, legal email leads for sale their demographic characteristics, their online behavior, the tone they expect to encounter, and the language they use when searching for something related to your sector.

2. Write engaging headlines
A good headline is the key to getting the reader to click on your page when they appear as a result on Google. Without an engaging headline, the user will not go to your website but to your competitor's, which will influence the CTR and, therefore, your SEO positioning. Writing a headline with the main keywords covers an SEO need, but if that headline does not attract the reader, optimizing it with keywords will be useless.

Try to cover a need of your target audience in the headline along with your keywords and that way you will create good SEO Copywriting.

Bonus: Include numbers in your headline. It's been proven that headlines with numbers (especially odd numbers !) attract more clicks. In fact, it's a psychological thing: our brains are drawn to lists, and they indicate specific information that will fulfill the promise of the headline.

Besides numbers, headlines with questions also attract users. If you want to see the headlines that work best on the Internet, we leave you this pdf (in English) with 102 formulas to write them.

3. Write “scannable” content
You have captured the reader's attention, very well, now to keep them reading your content you have to retain it through "scannable" content, which allows the user to scan the text easily. In addition, at the SEO level, retaining the user is essential because if after clicking on your result in the search engine they do not stay on your page, they will bounce and will influence your positioning. Returning to the user, we know that the behavior of a reader on the Internet is characterized by a high selectivity when searching for information: the Internet user does not have time, they want to get quick answers, to get straight to the point. Scannable content is crucial in SEO Copywriting and is achieved through:

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Subtitles , useful for both users and search engines: subtitles must be tagged with H2, H3 or H4, tags that will help Google understand the architecture of our content, which will give us a positive score.
Bold and italics make reading easier as they help the reader navigate the text and find what they are looking for quickly. In addition, we can put our main keywords using the bold tag (<b>) and help Google rank our content in the results.
Choosing a good font and its size will certainly influence the user's reading: if the font is pleasant and its size does not strain the eyes, the reader will stay as long as necessary on our website to find answers to what they were looking for when they typed their query into Google.
Short paragraphs : A block of text with no spaces to let the reader “breathe” is surely intimidating. Ideally, you should divide the text into paragraphs of 3-4 lines through the use of the <p> tag.
Using lists with points or numbers will help the user scan our content in a surprising way, as well as enriching our HTML code with various tags that Google will like.
4. Use multimedia content
Related to the previous point, adding visual content to the text is not only a good SEO signal, it also makes it more pleasant for the user to read our content.

The type of visual content that can complement a text is very, very varied. In a future post we will talk about this in more depth. Now, from the SEO Copywriting perspective, the visual content that both search engines and users like are: images, infographics, graphs, videos, presentations, etc. Not only can we add our keywords to them, they will also make our content more effective for the user, increasing visibility and engagement up to 94%.

5. Write long content
Writing content with more than 500 words will help you rank better in search engines because you'll have the opportunity to repeat your keywords (naturally!) throughout the text: the more words, the more likely you are to repeat the keywords you want to rank for and, above all, use long tails to cover all searches related to the main keyword. In fact, as you can see in the image, Long Tail Keywords are the ones that bring the most traffic to a website: mastering them is essential for the SEO Copywriting of your content.