Search engine optimisation, or SEO, is vital for your business. In straightforward terms, writing with SEO in mind ensures that your website is in the best possible shape for customers to search for and, crucially, find your services or products.
What Happens When I Search for a Topic?
Think how many times a day you use Google search. Whether you’re looking for the ‘best Chinese takeaway near me’, or ‘how to attract new customers’, the websites that come out at the top of the search page are likely to be the ones that we choose to click on. Getting to the top of the search results should therefore be your goal.
It is important to understand that the websites that are listed first will be the ones that somewhere contain the phrase or word you typed. With this in mind you want your web content to include common phrases that your potential clients are likely to use when searching for something related to you or your business. These words or phrases are known as keywords.
Regardless of how brilliant your website is, if you don’t include keywords for SEO then you may lie undiscovered in the depths of the Internet, simply because your site doesn’t come up on web search engines. Prioritising SEO is therefore an important digital marketing strategy that makes sure your target audience finds you.
The Skill of Embedding Keywords
Whereas in the past a business could get away with hiding a keyword in the middle of some unrelated text, or stuffing multiple keywords into a paragraph, nowadays, search engines are wise to this. Your keywords need to be included in a way that is human friendly. In other words, they should be relevant, and they must fall naturally within the text. This means that when a potential client is reading your latest article, they won’t notice that the keywords are there and will still find value in your words.
There are several ways copywriters can generate relevant keywords to make sure the information you publish finds its way to the top of an internet search. The next trick is to embed the most relevant phrases into the text seamlessly. Although this might sound easy, copywriters spend years honing the skill of naturally incorporating SEO friendly phrases.
Becoming an Online Authority
The more you write about something, the more likely you are to become an online authority on the topic. Authority also drives traffic to your website. If your business provides private healthcare, regularly publishing client-focused articles relating to blood pressure monitoring, daily dental care or fitness tips, for example, is a great way to build your authority.
Even better, if another website links back to you or shares your information on social media, this can boost how prominently your website will feature in a list of search results.
Using a Copywriter
As the expert in your business, you want to attract customers who will benefit from your knowledge or skills. However, knowing how to optimise your website to drive traffic often requires help. Working with a copywriter provides peace of mind that your business will not only be discovered by potential clients, but that this increase in traffic will lead to sales, too.
If you would like help optimising your website for search engines, or crafting original articles that will be valued by potential or returning customers, book a free discovery call with me today.
