5-Step Guide to Writing SEO-Optimized Content Quickly and Effectively

Even a quick-witted, seasoned editor can miss the mark if their writing is nowhere to be found online. Copywriting for the web (or SEO) holds a few more challenges than traditional writing. To be easily found on search engines, you must produce targeted, optimized content enhanced by technical elements, such as keywords. It's about writing for a human audience while leveraging technical tools and knowledge such as user behaviour, algorithms, and machine learning to inform your writing.

Step 1: Who to target?

Before starting the copywriting process, you must first define your target audience, that is, those most likely to be converted into customers. To do so, you must conduct research using analytical tools like Google Analytics to establish your user's market or industry, work, family status, age and education, professional and personal interests, and buying process. Once you determine your buyer persona (a virtual representation of your ideal customer), it becomes easier to target your content to them.

Step 2: Keyword research

Once you know your target audience, you need to determine how they find your content on search engines. What do they type into the Google search bar to find your content? You can use tools such as Google Trends, Google Key Planner, and SEMrush to determine the most popular keywords related to the products and services you offer. 

It is tempting to choose the keywords with the highest traffic, but these are not always the best choice! Opt instead for longer keywords (long tail), that provide more detail about your products and services (for example: instead of choosing the keyword "hairstylist Montreal", choose "hairstylist and colourist Villeray"; by specifying the field of expertise and the neighbourhood, you will likely reach your target audience more easily).

Step 3: Content structure and keyword integration

Once you have your keywords, you are finally ready to write! Using a consistent structure, provide your users with high-quality content and integrate your keywords seamlessly to achieve good keyword density. We recommend integrating your main keywords and their variants approximately once every 100 words. Do not exceed this ratio, as a density greater than 3% could harm your SEO and could be considered a malicious practice (Black Hat SEO). 

Good structure makes reading easier and also allows search engines to define the central focus of your content, thereby ranking it higher. Don't be afraid to use paragraphs, headings, subheadings, meta descriptions, and alt text to enhance your content’s readability and make it stand out. You can also cite reliable sources (government, educational institutions, reputable companies, newspapers, and magazines, etc.) to add value in the eyes of your target audience and search engines. 

Step 4: Content quality

In the end, nothing beats quality, engaging and authentic content. By capturing attention, the user will more likely stay on your page longer and carry out a micro-conversion (watch a video, share your article, leave a comment, etc.) or a macro-conversion (buy a product or sign up for your newsletter). 

When writing, always keep your target audience in mind. Make sure your text is concise, with sentences counting no more than 25 words. Only one message should be conveyed per paragraph. Don't forget to integrate your keywords and use a semantic field that revolves around these keywords. 

Be creative, relevant, and articulate; make absolutely no spelling or syntax mistakes! A dose of humour can also enhance the quality of your content. 

Tip: In 2021, web editors recommend a style that is as close as possible to spoken language. 

Step 5: Call on the pros

Optimized copywriting differs from traditional writing as it requires much more research and knowledge of certain analytical tools. If you want to write blog posts, pages for your website, or optimized product descriptions, but the task seems too challenging, call in the pros. Branddit's seasoned writers work with digital marketing experts to produce unique content that will stand out on the web. We are excited to partner with your company and we will pull out all the stops to present your products and services effectively online.