Essentially, SEO copywriting consists of creating keyword-optimised content that will be relevant to users and still align with search engine algorithms, but will ultimately help businesses rank higher in search results. This can be through blog posts, articles, listicles and more.
However, Google uses AI, more specifically, natural language processing (NLP) to understand user searches and what content is about. This means that finding the right balance for both is important.
Keyword research is crucial in making copywriting SEO friendly as this showcases what the high-ranking search terms are and optimising your content to align with these. Researching competitor target keywords and audience search intent will also help propel your content to rank higher on search engines.
Speaking on the topic of SEO Copywriting, James Speyer, Head of SEO at The Brains, says:
“Lots of SEO’s talk about ‘quality’ content, but for a computer algorithm, it’s fundamentally impossible to define what quality means, as quality is inherently subjective. But that doesn’t mean the search engine can’t find its own ‘quality’ measurement. Instead, Google tries to mimic the human perception of quality by using connections between words to define clear topical relevance.
“Consider an article about The FIFA World Cup. For Google to know it’s a good source of information around the World Cup, it will look for signals in the written words of the article to suggest that the content is using a collection of terms it understands to be connected to the topic of the World Cup, such as Qatar, kick-off and group stage.
“By understanding the language connected to our chosen keywords, SEOs can create ‘quality’ content for Google to rank. Without considering these connections, it can be difficult for Google to categorise our content, and thus rank it where we want it to rank.”
- James Speyer, Head of SEO at The Brains
About The Brains:
The Brains is a leading digital marketing agency in London, focused on strategies that offer unbeatable ROI and long-term business success. The Brains offers PPC, SEO, SEO copywriting services, content marketing and lead generation services among others.
For more information please contact:
Jonathan Lemer, Director, The Brains
Telephone: 0333 050 7328
About The Brains
The Brains is an award-winning digital marketing agency in London. We offer a full range of digital marketing services designed to help you grow faster online and boost ROI.
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