What does your website have without engaging, fresh, original content? The answer is probably bad rankings, low traffic and few conversions. In SEO, content is king. So why are there so many false assumptions about the process of creating that content?
Everyone should know the facts about SEO copywriting. If you’ve fallen for any of the below delusions, it’s time to learn the truth.
1. Optimizing content with keywords is easy – you just stick them anywhere without much editing or thought.
SEO copywriters optimize content for search engines, but they understand the content as a whole is for humans. Sometimes it’s not as simple as stuffing some keywords in here and there. To ensure the content still makes sense, we often have to reword or add new sentences altogether.
2. You can create valuable content without knowing which keywords to focus on first.
Think coming up with new page topics before knowing your keywords is a smart strategy? Not so much. Keyword research and strategy must come before any actual content strategy or writing can be done.
(Thanks to fellow copywriter Jen Daddario for contributing the above two myths).
3. You can just copy and paste content from other websites and then change some words around.
Search engines like original content, not content clearly stolen from other websites (and changing a few words around does not make it original). SEO copywriting involves using resources to develop new content.
4. Turning long copy into short copy can be done quickly.
Taking complex content, identifying the most important parts and rewriting it in a condensed form is not easy. This is especially true if the subject is something you’re unfamiliar with.
5. Turning short copy into long copy can be done quickly.
Creating a 500 word article from one paragraph of information can seem nearly impossible unless you’re an expert on the subject or you have other collateral to pull information from.
6. You have to be an expert on a subject to write about it.
As long as you do your research and are able to explain what you’re writing about, your content will probably be just as high-quality and valuable as if an expert wrote it. Plus, your target audience may not be experts, so your angle may be more understandable to them.
7. You have to be a whiz with grammar terms.
When I’m writing, I’m not thinking “I need to use an appositive here” or “that dependent clause doesn’t work here.” I’m just writing.
8. The only way you can improve content is by rewriting it.
Sometimes all the content needs is a format change (bullets, shorter paragraphs), a catchier title, simplified language, or better calls-to-action. The content may need some work, but that doesn’t always make it worthless.
SEO copywriting can be your biggest tool for boosting your online marketing results – if you use it wisely. Don’t believe these crazy misconceptions and your website will be better off.