Search engine optimisation (SEO) plays a key role in every modern marketing strategy there is. Your credibility is tied directly to not just what you write but also how you write. The latter also makes all the difference when it comes to ranking. That said, it’s important to actually put in work and focus your efforts.
A good way to understand the typical SEO copywriting errors that happen is, of course, to better understand the field itself. SEO copywriting is essentially meant to create content that’s valuable, useful, and engaging. It involves using specific keywords and phrases to help web pages rank on search engine results pages (SERPs).
Read on to learn more about how to drop the habit of typical SEO copywriting errors:
BAD HABIT: Having a singular perspective that doesn’t involve users
No matter how good your SEO copy is, if it does not reach and connect to its audience, it’s practically useless. Website visitors have to be able to make some type of connection with whatever it is you’re writing about. Google will also be able to tell whether engagement has sincerity or it’s just trumped up. Moreover, visitors can see through a copy like that and exit almost immediately.
When the user perspective isn’t taken into account at all, many things can occur, such as:
- Irrelevant copy
- Key phrase stuffing
- Keyword stuffing
- Misaligned keywords
Always write from the perspective of a visitor. That means the work must be readable and relevant. Make sure the copy responds well to any questions visitors might have.
BAD HABIT: Having various spellings on a single page
Keyword research will likely involve keywords and phrases spelled oddly. Writers have a tendency to use multiple spellings to rank for, well, everything. Think of common typos like “bussyness” for business or “digitall” for digital, and so on and so forth.
Google knows better and readers will likely know better as well. Such errors can actually tank your score in the SERPs. It’s also going to give the impression that the writer is not competent or doesn’t pay proper attention to detail.
BAD HABIT: Writing with no research on keywords
The whole point of SEO copywriting being different from the usual copywriting is that it contains keywords. Writing prior to any keyword research (or, worse, not doing research at all) means that the copy is, well, copy. Even if you’re the best writer ever, results will be pretty flat without keywords.
Kick the habit by starting with keyword research every single day for all content. Thankfully, the internet is rife with tools that can pull together keyword lists for certain topics.
SEO copywriting is different from copywriting specifically because of keywords. SEO can optimise a web page for better search engine rankings of the website as a whole. Mistakes can occur, but they can be avoided. Make sure to perform keyword research, edit for spelling and grammatical errors well, and use the tone appropriate to your audience.
Are you looking for an SEO agency in Sydney? Reach out to Kiin Agency today! We’re a full-service digital agency that runs on the purpose to help brands thrive.