Everyone knows that people working at Google are always tweaking the search algorithms to make things better for users. However, this strategy of constant improvements is often the reason for anxiety and headaches for business owners and SEO experts. They are often left wondering how they can put together a winning strategy when Google keeps changing the rules of the game all the time.
Fortunately for them, there haven’t been any significant changes to the rules of SEO copywriting. Even though it is necessary to learn to adapt, some people have peace of mind knowing that a few things in the world of SEO copywriting have not changed a lot. So let’s talk about some SEO copywriting rules that are crucial to flourishing in 2021.
Match Keyword Intent
If you are new to the term ‘keyword intent,’ it refers to the reason why people might use Your targeted search term. Usually, there are three types of keyword intent that you need to know about for SEO copywriting.
- Information intent is when a person wants to know more about something.
- Navigation intent is when a user Is looking for a specific webpage.
- Commercial intent is when a person wants to buy a product or service.
Google wants to match the search results according to what the user is looking for in the query. So if you try to target the keyword ‘history of dress shoes’ with the price page of dress shoes, your website will probably not appear on organic search results. Therefore you should know how to write SEO content using the appropriate keyword intent to rank higher on search engine result pages.
Write to the Point
Some people may advise you to write extremely lengthy content with long introductions and fluffy language for better SEO. However, it is evident from the latest Page Experience update by Google that the reality is far from it. Organic search results would prefer relevant content which is concise and to the point.
There are several ways to show Google that your content is pertinent. Some experts suggest targeting the main keyword early on in the content, while others advise on using the keyword as organically as possible. We will suggest you try a few methods and use the one that achieves the best results for you.
Avoid Keyword Stuffing
Gone are the days when Google only ranked websites based on the number of keywords present in the content. The latest Google algorithm updates place a lot of emphasis on user experience, so it is best to avoid keyword stuffing. But that does not mean that you should avoid peripheral keywords altogether.
We would advise you to use an intelligent keyword generator that can tell you how many times you should use a relevant keyword in your content. Make sure that you write for humans and not for robots to rank higher on organic search results.
Write in a Language Used by Google
Keyword research tools are exceptionally useful for SEO copywriting. But there is something that can help you achieve better SEO than including keywords in your content.
We are talking about using Google’s own language, which generates the related searches at the bottom of Google search pages. For example, you might be writing content around the keyword ‘do dress shoes look good?’ for email marketing.
Search that keyword on Google, and you will find the list of searches related to your query, which are actually the most frequently used phrases and sentences by your target audience. You can include some of those suggestions in your content to write in a language preferred by Google and your target audience.
Target the Featured Snippet
Did you know that you can use a strategy to outrank the number one position on a search engine result page? If you have asked a question on Google, you may have noticed a paragraph with a website link on top of the first result on a search page. It is called a featured snippet, and it appears above the top result because Google feels it is the best answer to match your question.
So if you include answers to questions for your target audience, you can try to beat the number one position on the search engine result page. The related searches section that we spoke of in the last point can come in handy as topics or questions to answer in your content.
Don’t Miss Out on Voice Searches
Do you think that the ongoing hype about voice searches is a bit overblown? Well, think again because more and more people are starting to use voice searches on smartphones and smart speakers. That means appearing in the topmost position becomes all the more necessary because that is the only result that appears on voice searches.
You do not have to rely on studies to know that people who use voice searches use complete sentences or questions as if they’re talking to their device. So make sure that you target long-tail keywords and complete sentences/questions in your content to improve your chances of coming up on a voice search.
In the ever-changing world of Google algorithms, at least some things related to SEO copywriting are constant for now. So if you have trouble keeping up with the Google search updates, you can use these SEO copywriting tips to optimize your content.
You must be aware that all of these methods will not fetch the same results for everyone, so make sure you try a few before you include them in your SEO copywriting strategy for 2021.