Gaining attention and quality website traffic in the digital space requires copy that almost demands to be read. Quality copy and effective keyword research are the dynamic duo of the digital marketing world, essential for getting noticed by your target audience, and of course Google.
As I chat with client’s that may have heard about Search Engine Optimisation (SEO) but not have the faintest clue about what it is (or how to improve theirs) here is my personal explanation of the relationship between compelling copy and savvy keyword research.
When we chat about my copywriting services, there are a few things to keep in mind. One of the most important questions I will ask is ‘Where is this copy to be used?’ And here is why…
Website copy and keyword research go hand in hand.
HOT TIP: If your copywriter doesn’t mention keyword research and its importance in regard to web copy, they may not be the right fit for your needs, to get the best results. Do your research to ensure you are getting the right copywriting services for best results.
Why is keyword research such a big deal?
When you think of what a copywriter does, eloquent words, attention grabbing statements or striking phrases might come to mind. But on digital platforms, keyword research is essential to having any chance of Google knowing what your site is about, so it can serve your website to audiences looking for your type of product or service.
Keyword research provides invaluable insights into what your target audience is looking for, the questions they’re asking of Google, and the type of solutions they’re seeking.
It is the high performing keywords you find in the keyword research report that you can use to work on your SEO.
Some keywords may initially seem just like words or phrases that are obvious to you as the business owner, but in essence they are a little glimpse into what users are searching on Google to find a business or product like yours.
By using keyword research carried out by an SEO specialist, copywriters (like me) can utilise this very valuable information to create content that ranks well in search engines (Gets noticed by Google and delivered to your target audience) we can also ensure it resonates and intrigues your readers.
Keyword research can be used for content and copywriting ideas for website copy, social media captions and also to make any copy more readable and understood by your target audience. People love friendly, easy to read, engaging copy.
The research of an SEO specialist can provide indications on keywords with rising interest in your product category allowing your marketing team or copywriter to prepare copy that informs, educates and potentially persuades your customers to engage with your business, or buy your product.
Real client example – understanding why keywords matter in website copy.
A new client of mine, with limited knowledge of SEO was adamant that we use the technical term for a product of his, as that is what it is called (technically). However, after asking what a customer would call it, he quickly realised why those were the terms, words and phrases that had been included within his copy – from the keyword research.
That little question ‘What would your ideal customer be looking for when they search online for a product like yours?’ Was a great way to highlight how keyword research works, and how it can be used within the copy to attract the right type of customer to his business.
As a business owner, you may not use the words personally within the business, but your potential customers may be using those words – and that is important information!
Why humans are still required to inject personality into your copy – engaging content matters.
SEO isn’t just about injecting keywords into content, despite what many believe – and NO I wouldn’t recommend using just Ai to write your copy (more on that later).
Search engines are constantly evolving, so much so it is hard to keep up! One thing is for sure, they prioritise user experience. Meaning that while keywords may get readers to see your content, the quality of the copy keeps them there is important!
Engagement is measured through metrics like bounce rates and time spent on page. If a visitor quickly leaves or ‘bounces’ from your site, search engines quickly catch on that the content on that page or site wasn’t valuable or relevant to the person’s search query. This can be detrimental to the performance of your website as Google may stop presenting your site to people searching for your type of business.
The flow of the copy on your website, the information provided, and the relatability of the content are what keep readers on site for longer, encourages engagement with you, provokes the type of response you want potential new customers to do when they reach your site.
Great copy can be the driving force in getting people to connect with you through your site, share your site, request a quote, make a purchase etc.
Finding the right balance between SEO and audience engagement.
Too many keywords can sound like a robot has written the copy, you are unlikely to get the types of responses you want from visitors to the site this way. Too little and your website may not be presented to your potential customers by search engines.
As a copywriter, or when writing copy yourself, it’s crucial to remember that we do write to please those pesky digital algorithms, but our primary function is to please the people reading it.
Copy that will evoke those human emotions, answer real questions, consider customers needs, and realise their desires is quality copy. Having weaved keywords strategically and seamlessly into the website copy helps to ensure both search engines and readers are catered to.
Outsourcing keyword research: Why I recommend having a pro take a peek at relevant keywords for your business.
Sure, I have a good understanding of keyword research, I do not pretend to be an expert, ever. After years of working as a solo Marketing Manager in a team of just myself for some businesses, and for businesses with VERY limited budgets, I have developed an understanding that can help me get results with copy by using my educated guesses. BUT…an expert in the area is a worthy investment, and within reach for businesses of all sizes.
The intricacies of in-depth SEO are honestly a full time job, it is for the experts – so I partner with those experts who can get me the information required to deliver great copy!
Outsourcing is key to me being able to focus on creating copy that can rank well, and resonate with your audience. Depending on your service needs, I can also encapsulate the finer points learned from this research into campaigns that include email marketing and social media.
So, now you understand how quality copy and keyword research work together for best results, but how does it work when you come to me for copy for your business?
There are a few ways we can work together on copy for your website or marketing efforts. I can prepare copy for you, using my educated guesses and growing skills in keyword research, OR I can collaborate with one of my SEO expert friends (or yours) to prep your copy with data driven research behind it.
Essentially how we create copy together is determined by your budget and what you are creating, so we will have a good intro chat to figure that out as step one.
Step two, I will get to know you, your business and the products or services we will be writing about as if I were a part of your permanent team. It is this step that ensures the copy provided is accurate, engaging and in the right tone of voice for your business.
As you learn about SEO and how it works in harmony with fabulous copy, consider these factors next time you jump online to find a product or service you have never used before, be mindful of what is shown to you and if you hit the mark straight away with your search. If you do…it is almost guaranteed that business is paying close attention to keywords and staying on top of SEO on their website.
Want to know what’s involved in getting your website copy performing for your business and how we can work together to make it happen? Connect with me now for an intro chat!
