Despite the rise of AI, Instagram, and TikTok featuring videos, images, GIFs, memes and other visual elements, the written word in the form of SEO keyword copy is as relevant now as it was when I first got into the copywriting game back in 2012.
Good SEO keyword copy enhances digital marketing services as it speaks the language of search engines. Not just Google, Bing et al, but platforms such as YouTube pay attention to the words in the title, description, tags, and hashtags, and this is one way to get your videos in front of the viewing public. (On a side note, I’m planning to do a deep dive into YouTube video promotion and marketing in a future blog so stay tuned.)
As such, it is important you find the right keywords to promote your offering. I use Google Ads keyword tools as Google is omnipotent and owns much of the digital world including YouTube, and is the biggest search engine on the planet.
The Art of SEO Keyword Copywriting
The real art of SEO keyword copy, however, is not just finding the right search terms and inserting them into your content. It is the blending of keywords and Unique Selling Points (USPs) to appeal to both search engines and your customers and clients.
Choosing the Right Keyword for Internet Marketing Solutions
There are two schools of thought when it comes to keyword research. They are:
- Top of funnel – Here, you target the keywords with the most clicks. This is favoured by internet marketing companies as generating lots of traffic looks good on monthly reports. Shh…you didn’t hear that from me!
The trade off here is that often these widely searched for terms do not necessarily have commercial intent. At least some will tell you this. - Bottom & Middle of funnel – Here, you target keywords with the fewest clicks, but the trade up is that these searches are visitors looking for your services with more commercial intent so are more likely to convert. At least in theory.
So one gives you traffic and one gives you conversions. Perhaps a mix of the two is prudent.
Writing Good SEO Keyword Copy
SEO keyword copy has changed quite radically since I got in on the scene twelve years ago in 2012. Back then it was all about density and as such, the end result copy often read badly as the keywords were repeated throughout it.
These days, density is out, and instead natural ways of inserting keywords is the order of the day. Always put your keywords in the title, title tag, URLs, meta descriptions, and H1, H2, H3 tags etc.
You don’t need to stuff your keywords into your content. In fact, that could see Google giving you a slap! Instead, use them naturally and variations of the same one. SEO copywriting, however, is more than that.
It is good practice to use the diamond system putting the most relevant copy and content first. Expand on your content and go to areas where you feel your potential client and customers would find interesting. Display your authority on a subject if appropriate.
The golden rule is to write for humans first, nodding to search engines with the odd keyword here and there.
Of course, no digital marketing solution would be complete without talking about the different requirements of the written word:
- Product descriptions – Good descriptions feature keywords and USPs. In the case of technology products, you’ll want a specification section as your customer will be well versed. If your USP relies on a technology, putting the word proven before its name gives your product authority. This dog collar utilises proven ‘dog find’ technology, for example.
- Blogs – Blogs are where your SEO keyword copy comes into its own. Use the guide above to craft articles that engage the reader putting your SEO keywords into the copy naturally. All digital marketing service providers do this and above all write your article for humans first.
- Social Media – Although social media has varied roles it is a good idea to mix your keywords and USPs to sell your post, whether it aims to sell a product or service or to inform and update. Again, a human first approach should be front and centre and use emojis, images, videos to speak to your followers.
- YouTube Video Promotion – YouTube needs keywords to give your videos energy. Humans first so the copy makes sense, but ensure you give your videos as much reach as possible by featuring keywords in the title, descriptions, tags, and hashtags. You’ll be surprised at the boost you’ll get.
- E-shots – SEO keywords are not that much of a thing in e-shots as there is no propensity to attract search engine robots. Instead, go hard and try and sell the product, tailoring the copy to the target audience. Pay attention to the title as this is in competition to other e-shots that are hitting the inbox. So make sure this is a real trail blazer and demands attention.
- Webpage Copy – SEO keywords are crucial to the success of your website and business. Ensure keywords are naturally used in readable USP rich copy. You’re looking to make a product or service irresistible and encourage a visitor to take action. This could be a purchase, make a phone call, send you an email, download a PDF or other things that allow you to capture a lead.
In addition, think about URL structure. It should feature your keywords.
Remember, SEO keywords speak to search engines and they use this to decide whether your site is relevant to a user search. So it is important you get this right. - Landing Pages – For me, as a landing page works with a traffic driver such as an ad, I tend to use keywords to catch the eye and to provide the context. That is to say the copy in an ad, social media post, etc, should feature on your landing page.
- Ads – You’ll find that when you put online ads together your keywords will appear in them naturally. Most search engines require you to input your target keyword terms in the first instance, and providing they match with the target page will show that to visitors in the form of display and search ads. I don’t tend to worry too much about keywords in Google Ads as a result. It tends to work itself out.
Final Thoughts on SEO Services and Keywords
At first, you may find it difficult to blend keywords and USPs together. This is the real art of SEO keyword copy. Once you have tried it a few times you may well get the hang of it and you can use AI tools to help in this day and age.
That said, you may prefer a human writer, and I know a good one. No prizes for guessing who that is.
I can find your keywords, blend them with your USPs and deliver content that targets the top and bottom of the funnel. So you drive traffic which drives brand awareness, and you drive conversions which is the name of the game.
Email richard@powercopy.co.uk in the first instance. We can discuss your project and indeed make it fly!