SEO Copywriting: Information, Examples, and Tips

Tips for SEO Copywriting

Ranking high on Google search results pages can be a struggle as you look for the the reason why your website is hidden on page twenty instead of page one. Quite often, this is due to poor SEO copywriting – failing to factor in exactly what Google and readers are looking for in a quality, relevant webpage.

And since a good ranking is essential to your business’s online success, understanding and mastering SEO copywriting is a vital step to the process.

What is SEO copywriting?

Well, if copywriting is using words to describe and promote an idea, product, or service, then SEO (Search Engine Optimisation) copywriting is enriching those words with elements that benefit its standing in Google’s ranking algorithms. By utilising a range of relevant factors, your piece of content will have a much better chance of shooting up those rankings.

It you want to dive deeper into this topic, then check out our Top 11 SEO Tips.

Thankfully, understanding the basics of SEO copywriting is stress-free and can get you moving towards more traffic, more conversion rates, and the satisfaction of owning a website with high quality user experience. And don’t fret over wrapping your head around technical jargon that leaves you feeling confused. Even small, easy-to-grasp changes to your website’s copy can make a big difference.

Keywords Unlock Your Copy’s Meaning

The backbone of any strong SEO copywriting is the keyword you choose to create content around. This requires doing keyword research to find what words are relevant in your field or industry. This is essential in helping Google match your content to its relevant search queries. Keywords are the search terms people type into search boxes. Therefore, your webpages need to be written specifically around those initial search terms. Knowing and matching the searcher’s intent is essential to forming the most suitable destination for them to reach.

Keywords range in length, structure, and popularity, meaning there is a fair bit to think about when deciding on which one to pick. Your research should cover the sites already sitting atop results pages – what about them works, what are the areas you could improve? Some keywords will be more competitive while other keywords may take multiple pieces of content for Google to notice.

You should only ever attach one keyword to a webpage, as using multiple comes at the risk of them sabotaging each other in the push to get indexed.

Keyword Length

The length of your keyword or phrase will vary depending on whether it’s short or long tail. Short tail keywords will only be one or two words that give a broad outline of what that person is looking for (i.e. “sushi restaurant”).

Short tail keywords are searched more regularly and bring in more traffic. However, they are also harder to rank for as they have more competition. While the rewards are greater for successfully utilising one, achieving that success is a steeper mountain to climb.

Meanwhile, long tail keywords may be better for newer, smaller businesses that are catered towards a more specific market. They can be phrased as full sentences or questions targeted towards a customer in a specific stage of the buying process (i.e. “best Sushi restaurant in South Bank?”).

Keyword Stuffing

Knowing where and how often to incorporate your keywords is a fine balance of making them noticeable without resorting to keyword stuffing. This is where you overfill your body text with the keyword as a way to cheat the system. Search engines are now savvy towards this technique, and therefore penalise pages who have overstuffed on a certain keyword.

To avoid this, we suggest mentioning your chosen keyword at least twice in a 600-800-word piece, and at least four times in a 1000+ word piece. Incorporating your keyword should come fairly organically as you will be writing around a topic already focused on that particular word. With that said, it may be easier for you to draft out your content naturally and then see if you can feature your keyword more frequently during the edit.

How Long is Good SEO Copywriting?

The answer to what’s the ideal word count to please Google is that it depends. Research in 2016 showed that the average length of the top results on search engine results pages was 1800 words. But that doesn’t mean every corner of your website needs to consist of long form content to be successful.

SEO copywriting is about understanding how each of these elements work best for the type of content you are creating – and length is no different. This means the web pages on your site are going to vary greatly in word count. Research your competitors’ equivalent content length to get a ballpark idea of what you should be aiming for.

• In general, blog posts should be between 800 and 1500 words. You can always write your long form pieces in stages, with consistent updates to your existing posts a smart SEO decision.
• Paragraph and sentence length should also come into consideration. Readers are turned off by huge blocks of text that are suffocating to read. Short, punchy paragraphs that are between 3 and 5 sentences are the way to go.
• Sentences should be less than 25 words. It’s easy to lose the attention of readers when your writing is filled with run-on sentences that are constantly tripping over themselves.

Remember, Google is looking for quality content that respects the visitor’s time and reading ability. Shorter sentences are more accessible, but also more direct in how they present your message.

How to Format Copywriting for the Best SEO

Correct formatting is a big aspect of SEO copywriting that is so easy to implement, yet so often ignored.

To begin with, formatting your Headings to fit within Heading 1 (H1) for the main title and Heading 2 (H2) for any sub-headings builds a hierarchy of your content. This helps with readability and Google’s understanding of the topic.

Furthermore, having the right title tag will help search engines and users match a search query to your page. Title tags are the names of webpages that appear on tabs, SERPs, and on social media posts. Often, this is just the headline of your page and should ideally be between 6-8 words.

Going back to keywords for a quick moment, it’s essential that your main heading features your focus keyword. Meanwhile, it’s highly recommended that any sub-headings feature some kind of variation on the keyword.

Bolding, underlining, and italicising important words can be a great way of catching the reader’s eye. However, going overboard with these can make the article look messy and inaccessible. So, try not to use them for more than five words in a row. Once used, allow a few paragraphs of regular text to let the piece breath.

A Link to Great Rankings

Using links correctly gets your webpages talking to one another and can send users on a journey around your website. Internal links help move traffic throughout your website, rather than just having people click on one of your pages. Therefore, when making SEO content, it is essential to use your links smartly.

For example, once you are finished reading this article, you can jump over to our blog post on Copywriting Myths Debunked.

External links take the user away to another website from the one they are currently visiting. Relevant external links are important to include as they connect content to the larger web. This can help Google find your work as a result.

Links aren’t just a convenient way of helping users jump around the web. They show you are connected with your industry. They also show you are aware of the best places to send people looking for a topic. Link invite readers down a path of knowledge that ties into your work and the work of others. This creates an ecosystem of great content for the world to explore.

5 SEO Copywriting Tips

Now that you know some of the essentials of SEO copywriting, let’s give you some specific tips to help get you started. Follow these tips to take your SEO copywriting to a whole new level. You’ll be surprised by the big difference these small changes can make.

1. Understand the Questions Your Audience is Asking

People turn to Google to find the answer to a question they have. You do it, we do it, and your target audience does it as well. The secret to success then, is understanding what questions your audience is asking. Once you know these questions, you can begin to create content online that provides the targeted answers that people are looking for.

But what kind of questions are people asking Google? Well instead of thinking of it in terms of question/answer, think of it more as a problem/solution pairing. People have a problem they need solving, and your business provides the service or product that will act as the solution.

Let’s say you own a plant nursery in Paddington, Brisbane. People will turn to Google to find solutions for the following problems:

• Problem: Convenience – Question: “What plant nurseries are near Paddington?” – Search term: “plant nurseries near Paddington”
• Problem: Affordability – Question: “What are the most affordable plant nurseries” – Search term: “cheap plant nurseries”
• Problem: Quality – Question: “What is the best plant nursery?” – Search term: “best plant nursery”

We could go on and on about the different problems and questions your audience may ask. And those questions will vary dramatically depending on the type of business you run. A medical centre is going to have a very different audience asking very different questions in comparison to a mechanic, for example.

At the end of the day, you need to conduct your own research into the questions your audience is asking. This way, you can write copy targeted at those specific keywords. If you don’t know where to start, jump onto AnswerThePublic, which is a great resource to discover your audience’s questions online.

2. Optimise Your Metadata

Metadata can refer to a lot of things, but in SEO copywriting, it refers to the information that users will see on Google’s search result pages.

The meta title should be as close to your webpage’s heading as possible. Ideally, both should also include your focus keyword. Your meta title should be clear, concise (preferable between 6-8 words) and inform users on the topic of the webpage.

The meta description is the short snippet of text that appears under the meta title. This should go into more information about the topic, while also included your focus keyword in there.

Both the meta title and meta description are important parts of your SEO copywriting that shouldn’t be overlooked. They are likely to be the first part of your web page that users see. So, make sure they are informative, eye-catching, and optimised to match the topic you are targeting.

3. Research Your Competitor’s Content

We’ve already briefly spoken about this, but a great way to know how best to optimise your SEO copywriting is to see what your competitors are doing.

Once you have decided on your target keyword, search it up on Google to see what is ranking high. Visit those top pages and take note of their length, style of content, and overall quality.

Other things that you should be looking for in your competitor’s content include:

• What sub-topics do they cover in their various headings
• Does their page have an FAQ section
• How many links do they include, and where do they link to
• How often do they reference your focus keyword

Once you have completed your research, it’s time to create your content. What questions do you feel like were left unanswered when reading those other webpages? How can you present that information in a better way? What point of difference does your business have that you can really highlight in your SEO copywriting?

All of these factors will lead to your website containing content that is well-written, highly-optimised, and created with the intent to be the best out there. 

4. Implement Visuals

SEO copywriting involves more than just the written word. It also takes into account the visual aspect of presenting your information through pictures, videos, and graphics.

Visual components are a great way to break up the text within a long-form post. They make it more accessible and eye-catching, helping your overall readability score.

Video and social media links also feed back into our previous discussion over the importance of external links. They connect your web page to a larger network of relevant information revolving around your chosen topic.

Pictures don’t just make your article look nicer, but can improve your SEO by having the focus keyword included in their title and alt-text.

And graphics are a great way to present your message in a more easily-digestible way.

Never underestimate the significance of a good visual element here and there. They add a professional edge to your webpage while helping to improve your overall SEO.

5. Never Forget Your Call-to-Action (CTA)

A call-to-action (CTA) is the open door you leave in your web page to invite your audience in. When it comes to SEO copywriting, a strong CTA should include a link to your contact page and/or social media accounts. This way, your readers will have a clear understanding of where to go next once they have finished reading.

A CTA is an important part of the customer journey, driving your audience towards engaging with your products or services. Your audience is going to seek out your webpage for a reason, and a strong CTA will help them find what they are looking for.

I Need Help with My SEO Copywriting!

Well, you’ve come to the right place. BeKonstructive Marketing provides a range of Brisbane Copywriting Services andBrisbane SEO services – get in touchto request our packages and pricing.

SEO Copywriting Examples

At BeKonstructive Marketing, we talk a big game about our content-first approach to our SEO Brisbane services. We believe that creating strong, informative and high-quality content is the first step in the SEO recipe.

Google’s #1 priority is to rank the content that is most relevant to the user’s search term on the first page of their search results. The more relevant the search results are to the phrase, question or term that the user typed into Google, the more likely that user is to continue using Google. And the more likely users are to continue using Google, the more revenue they make from their advertising platform Google Ads.

But why is this relevant to your website content and copywriting? 

Google uses a number of different factors to determine what content will rank on the first page of Google for a given search term or phrase. And by ‘a number’, we mean hundreds. Literally.

There are hundreds of different criteria that determine where and how a single page of content will rank in Google. At BeKonstructive Marketing, we group those thousands of individual criteria into three core categories:

1. Website Health – the website health category is all about making sure that you have a well-build website that meets Google’s current best practices for usability, functionality, security etc.
2. On-Page Content – this is all about making sure that you have the best possible content available for the user. That your content is relevant to the search term/s that they have Google’d, and that it is informative, easy to read, and easy to understand. The most important thing you need to keep in mind here is that SEO is a competition. So when creating your content, you need to keep an eye on what everyone else is saying/writing about the topic – and make sure that yours is better. If you have the best content (both quantity and quality) available on the topic, you will eventually make your way to the top of Google.
3. Off-Page – off-page criteria looks as everything that happens off-page (on websites external to your own). If you’ve heard of the term ‘backlink’, this is the category that it falls into. Off-page and back linking looks at building out lots of links on other websites that lead back to your own. It includes things like guest posts, social media links, directory listings, links in forums, online mentions and more.

At BeKonstructive Marketing, our approach to SEO that we take is content-first. This means that we start by making sure that you have the best content that is most relevant to the search terms you’re targeting. Our team of SEO copywriters build out the content on your website, landing pages and blogs, creating informative user-friendly content for your website visitors to consume.

We then use off-page tactics like link building and social shares to boost the content and speed up the process of getting you onto page one.

In our approach, we’re using back linking as a tool to facilitate our SEO campaign and strategy – we are not relying on it to achieve all of our results for us.

A lot of SEO providers focus only back linking. They assume that you already have strong content on your website and they focus entirely on your off-page elements. This approach will work for a little while. In fact, if none of your competitors are investing in their SEO, then it may be enough to get you onto the first page of Google for quite awhile.

But it will only be a matter of time until Google realises that the content on your website isn’t the best content available; it isn’t as informative as your competitor, and people don’t spend as much time on your page reading and engaging with your content. When that happens, your rankings will be reconfigured.

And, if your Brisbane SEO company has been using link farms and spammy websites to build your back link profile, then you may even find yourself ranked lower than you were before you started investing in SEO.

2023 SEO Copywriting Examples

Ok, so we’ve given you a bit of a run-down on why it is important to invest in SEO copywriting services. Now let’s talk about why it’s important to invest in GOOD SEO copywriting. At BeKonstructive Marketing, we write all of our SEO copy in-house.

We work closely with our clients to create informative articles that not only contribute to their SEO campaigns in a meaningful way, but which are also interesting and relevant to their audiences. We interview our clients to gather information; we ask them for their input; and most importantly: our clients approve every blog article or piece of content before it gets loaded to their website.

Here is an updated list of recent works from the BeKonstructive team that demonstrates the continual steps forward we are making in our services. Google and SEO are constantly evolving, and as digital copywriters, it’s our jobs to stay ahead of the trends at all times.

• The Role of Graphic Design in Product Packaging that WOWs
• What Does a Real Estate Property Manager Do? 
• What is a Property Management Maintenance Software? 
• Cupping Therapy in Brisbane 
• Omega Wellness Centre – A Unique Mental Health Hub 
• 10 (More) SEO Ranking Factors for Copywriters 

2021 SEO Copywriting Examples

We’ve put together a list of some of our 2021 SEO blogs and articles below that includes a number of examples from different industries:

• Our Favourite Brisbane Bathroom Renovations
• The Importance of HVAC Maintenance 
• Port Douglas Property Outlook for 2022
• 7 Tips for Moving Overseas Post Lockdown
• Norfolk Island vs Lord Howe Island
• Magento Hosting (Landing Page)
• Demystifying Invoice Financing for SMEs
• 8 Modern Bathroom Ideas for 2022
• 10 Ways HVAC Maintenance Can Improve Energy Efficiency
• Are Port Douglas Holiday Homes a Good Investment?
• Moving to London in 2022
• The South Pacific: A Foodie’s Paradise
• 3 Ways to Help Your Business Get Paid During the Pandemic
• Why Should You Renovate Your Bathroom?
• HVAC in Brisbane: Everything You Need to Know
• Buying or Selling: 10 Questions to Ask Your Port Douglas Real Estate Agent
• What You Need to Declare When Moving to Australia
• Fiji’s Best Water Sport Spots
• The Value of Engagement: Why Connecting with Your Members Matters

This is just a small sample of the SEO content that we produce at BeKonstructive Marketing. Each month our team of copywriters research, draft and publish 30-60 informative, interesting articles for our clients, covering a broad range of subjects, industries and topics.

Key Factors of SEO Copywriting

In today’s competitive digital landscape, SEO copywriting plays a pivotal role in enhancing the online visibility and success of businesses in Brisbane. As a strategic approach to content creation, it merges the art of persuasive writing with the science of SEO, allowing brands to rank higher on search engine result pages (SERPs) and attract targeted audiences. Effective SEO copywriting demands a thorough understanding of various key concepts that can elevate your content marketing services to the next level.

1. Keyword Research: The backbone of SEO copywriting lies in comprehensive keyword research. By identifying relevant and high-traffic keywords – which, for a business like BeKonstructive Marketing would be keywords like “Brisbane copywriting” and “Brisbane SEO services” – copywriters can optimise content to align with users’ search intent. Utilising keyword research tools, you can explore related phrases and uncover long-tail keywords to optimise content for specific niches.
2. Audience-Centric Approach: SEO copywriting places the audience at the heart of content creation. A skilled copywriter tailors the language, tone, and style of the content to resonate with the target audience in Brisbane. By understanding their pain points, preferences, and motivations, copywriters can create compelling and relevant content that fosters engagement and encourages conversion.
3. Compelling Headlines: Irresistible headlines are essential for grabbing users’ attention and encouraging click-throughs. Incorporating the targeted keywords naturally into the headline can improve the content’s visibility in search results while compelling readers to explore further.
4. Quality and Value: While SEO is essential, it should never compromise the quality and value of the content. High-quality, informative, and authoritative content not only attracts readers but also gains backlinks, a critical factor for SEO success.
5. Structured Content: Organising content into well-structured sections with subheadings, bullet points, and lists enhances readability and makes it easier for both users and search engines to navigate and understand the content’s context.
6. Internal and External Links: SEO copywriting also involves incorporating internal links to other relevant pages on the same website, improving website structure and user experience. Additionally, citing reputable external sources through outbound links can add credibility to the content.
7. Mobile Optimisation: With an increasing number of users accessing content on mobile devices, Brisbane copywriters must ensure that their content is mobile-friendly and loads quickly, improving user experience and search rankings.

Mastering the key concepts of SEO copywriting empowers copywriters to deliver content that not only appeals to the target audience but also ranks higher in search results. By incorporating strategic keyword research, catering to the audience’s needs, and maintaining content quality, copywriters can make a significant impact on content marketing services and Brisbane SEO services, driving success for businesses in the digital realm.

Contact BeKonstructive Marketing

You can learn more about our Brisbane SEO services – including requesting a copy of our packages and pricing brochure – here. You can also learn more about the essentials of SEO copywriting here, or you can read more blogs about SEO here.