“SEO” and “copywriting”—two specialized fields that can seem at odds with each other, yet have entered into a unique marriage. Together, they have created the ultimate offspring in the form of content marketing. Theirs is a complicated relationship that can take some work. One partner is a pleaser and the other is a doer. Inherently, SEO wants to please search engines and copywriting wants to give people information that helps get something accomplished.
There once was a time when these goals were in almost direct competition with each other, but today’s world has changed all of that. Thanks to some much-needed maturity on the part of Google, the way to please a search engine is by giving people the information they need. Imagine that.
All of a sudden the pairing of SEO and copywriting looks like a marriage made in heaven.
The Power of a Good Partnership
A marriage is the ultimate example of partnership, therefore making it an ideal analogy for our friends SEO and copywriting. It’s similar to sales and marketing in a way in that the two work together to deliver a sort of 1-2 punch with results clearly in mind.
SEO is the art and science of enhancing website content or manipulating other elements to attract search engine crawlers and, ultimately, outrank competitors. Copywriting is the art and science of creating content that provokes a reader into taking a specific action (think buying a product, requesting more information, signing up for a mailing list, clicking a link, etc). The power comes when SEO delivers the ranking and copywriting seals the deal.
Figuring out how to balance this relationship can take some trial and error—and some good old-fashioned advice from folks who’ve “been there”. So, without further ado, the following are 10 tips to help you create harmony out of this marriage—and develop some darned effective SEO content.
1. Title it Right
Titles are commonly recognized as the most important element of copywriting. When it comes to titles, there are two factors at play here:
- Reader Attention: