Even if you do not notice it, you can find carefully curated copy everywhere you look. From the emails you read to the back of your shampoo bottle, the copy is everywhere!
What you may not even realize is the work that goes into creating the perfect copy. There is a strategy and science behind each piece of writing.
In this article, we answer the following questions:
What is copywriting?
There are two types of writing in the online space: copywriting and content writing. While they are often confused, these two types of writing are very different, while both are important.
Content writing is writing that is meant to attract leads and create connections to your audience. Things like articles, website content, and email newsletters are examples of content writing. This type of content usually educates or informs, but does not exist solely to get the reader to take a particular action.
Copywriting, however, has a clear goal in mind. Using persuasive language and persuasive psychology, copywriting is meant to influence the reader to take a particular action – click on a link, sign up for an event, buy a product, schedule a consultation, join a group, and so on.
Content Writing Vs. Copywriting
All the sales emails and advertisements you see on social media are examples of copywriters. While educating consumers and creating brand awareness, their main point of existence is to get the reader to act.
SEO copywriting takes it to the next level. SEO copywriting combines copy that aims to persuade a consumer, while weaving together an SEO strategy that will ensure that the copy ranks high in the search results. A strong SEO strategy helps ensure that the right eyes land on your expert copy.
What do copywriters do?
In short, copywriters are the professional writers who produce the text you see on products, in advertisements and promotional material. Copywriters are constantly improving and adding their skills through training and practice.
Once considered expert wordsmiths, copywriters have grown to be so much more. A well-experienced copywriter knows how to create a copy that will capture the attention of his or her audience while persuading them to act on the product or service the copy is written about. They understand the psychology behind using words to influence different audiences.
In addition to being effective communicators, copywriters must also be excellent researchers. Every brand and audience is different, so it’s very likely that copywriters will have to conduct research on the industry and audience before they sit down to write so they know what types of words, phrases and tone resonate. with their intended audience.
Copywriters can also reuse content. When looking at a copy that performed well on a particular platform, they can use that knowledge to relay the content to another form. For example, they may see that the copy they wrote did really well in a blog post, so they would reuse it to use it in an email marketing campaign.
These trained and experienced writers take facts about a business and use their clear and concise words and phrases to explain why this product or service is the best in its industry and why potential customers need it right now. In essence, an excellent copywriter is one of the most valuable and effective tools in a company’s marketing toolbox.
Why is SEO Copywriting important?
As mentioned above, copywriters can create or break a business. Bad copywriters affect not only a brand’s reputation, but also its SEO ranking. If a business cannot achieve and maintain a good SEO ranking, less traffic is generated for the content. This means that fewer people even get the chance to see it, let alone read and be convinced by it.
While search engine algorithms are constantly changing, good content and backlinking have always been two important factors when it comes to where a site falls into SEO ranks. Both of these factors can be dominated through good, strategic SEO copywriting.
When a company produces quality-optimized content, the algorithms will enjoy it, just like its consumers. This leads to more high quality backlinks – which increases the ranking with the algorithm, but also increases the company’s authority with its audience. It’s a win-win situation!
When preparing to write a piece of SEO copy, it is important to remember that quality is the key. Quality content gives your reader value of some sort. A well-organized and informative piece of copy is far more valuable than revived, sloppy content. Taking the time to put together a summary and understand the psychology behind the writing only increases the return on investment.
Quality SEO copy contains certain keywords that are relevant to the industry to which the piece is written. Consider the types of things people type in the search box when looking for the product or service the copy is being written to. A copywriter or business owner can also use a variety of online tools and platforms to search for keywords. The author would like to include these keywords in his writing to ensure that the algorithm captures them when indexing the copy.
However, be careful with keyword stuffing. The last thing a writer wants to do is trade quality with keywords while writing. A good writer knows how to work keywords in their writing naturally. This helps the piece to flow and read well, while also being able to be indexed by the search engine algorithms.
How does SEO copywriting work?
SEO copywriting is the core of every brand. Every single successful brand on Earth uses textual constitution to bring its message out and out to the public.
Through a robust vocabulary and a clear understanding of the psychology of human persuasion, copywriters use words to reflect the fire voice. They establish the brand’s status in a, sometimes crowded, marketplace.
Using online SEO tools and research, they also follow the latest trends and keywords in each industry to ensure that the copy they make ends up in front of the right audience.
Copywriters are responsible for brand building and product sales. Carefully crafted copy not only sells products and services, but it also creates a brand identity. Now more than ever, consumers want to know the history and values behind a brand and its management team. Copywriters help establish these values and tell that story.
In conclusion, copywriting is everywhere, but a good and effective copywriter can be harder to find.
Anyone can put words on a page, but not everyone can use those words to persuade others to buy a product, click on a link, schedule a consultation, or sign up for an event. This is why a growing business needs a gifted and qualified copywriter.
John Lincoln, CEO and co-founder of Ignite Visibility is an expert on copywriting and digital marketing. During his years in marketing, he has grown Ignite Visibility to become a leader in the industry, while also becoming one of the best digital marketing consultants in the country and joining the teaching staff at UC San Diego.
To continue learning more about the ever-changing world of digital marketing, be sure to follow John on Instagram, where he posts free digital marketing classes and weekly digital marketing news.