Whether it’s optimising existing content or creating fresh content for a website, SEO copywriting is essential to strengthen your editorial strategy and build your site’s semantic SEO. As a core part of on-page SEO, content writing backs up the relevant keywords you want to rank for.
Of course, content has to meet certain requirements to support your SEO and improve your site’s rankings on search engines such as Google.
A real tool within your SEO strategy, content writing works best alongside other actions, to be more effective and drive more organic traffic.
SEO content writing, also known as SEO copywriting, relies on a keyword-based content strategy designed to improve your organic search rankings. The result is content that is relevant both to users and to search engines.
Naturally, to get the most out of this strategy, you first need semantic research to identify the right keywords to target, based on their relevance, their search volume and the search intent behind them.
This semantic segmentation doesn’t only apply to your main key phrases, but also to long-tail keywords, used to build a semantic cocoon (topic clusters) across your pages.
Content marketing means relying on high-value content (useful and informative) published on your site to attract visitors and grow your organic traffic. It’s a form of inbound marketing.
In short, the idea is to create content on pages that become gateways to your website, because the topics they cover draw people in.
That can mean pillar pages as well as a blog, which supports your key pages through an internal linking strategy. FAQs, product descriptions and advice around your services are all good examples.
Of course, always bear in mind that creating content for the sake of it isn’t enough. Content has to meet users’ expectations and those of the algorithms, and how relevant it is judged to be will influence your rankings on Google.
So content marketing isn’t easy, and the support of a content writing agency is often welcome. We’re a Paris-based agency, and we write for clients in France and abroad, in English too.
SEO copywriting isn’t just writing an article. You have to factor in the SEO side, which means going through semantic analysis and keyword research. Keyword research tools exist, but they won’t turn you into an SEO copywriter on their own, so it’s better to work with a content writing agency that is well practised at writing texts that meet the expectations of both visitors and search engines (Google and its little friends!).
SEO copywriting has to produce quality content. Partly because search engines are becoming more demanding every year, but also because if you hook a reader with a great headline, they’ll be disappointed if the rest of the article doesn’t live up to it. The result: a high bounce rate and very little browsing on your website.
Likewise, SEO copywriting follows rules on content structure that have to be respected (especially in the markup). A content writing agency knows those rules inside out and produces quality SEO content.
While structure matters in SEO copywriting, don’t overlook the scope of the topics you cover. Creating high-value content is the key to pleasing search engines and, above all, your readers, so they spend more time on your website.
Providing information, answering people’s questions, giving descriptions or definitions to help them understand your products or services, or simply showing practical examples of what you offer: these are all SEO content ideas that can boost your rankings on Google.
In the same way, keyword density and unique content let you keep feeding your site with fresh content without slipping into keyword cannibalisation. These are tricky aspects to get right, and a content writing agency can be a real help!
Of course, you need to keep an eye on the competition when it comes to SEO copywriting. Even if you cover the same subjects and topics, avoid copying your rivals keyword for keyword. It’s an easy trap to fall into when you’re looking for inspiration. A content writing agency knows how to run a competitor analysis and warn you.
What’s more, competitor analysis can reveal SEO content opportunities your competitors haven’t tapped. Guiding you towards them is also part of a content writing agency’s job.
Semantic SEO optimisation, and therefore the SEO copywriting that flows from your editorial strategy, can take many forms: reworking existing pages with too little or too thin SEO content, new satellite pages or new blog posts that strengthen your strategic pages through internal linking, FAQs…
Setting up an SEO content distribution strategy has to be thought through and planned. The advice of a content writing agency is invaluable here: it can guide you on the types of content, where they sit in your site structure, how many words they need and the ideal publishing frequency.
We’ll say it again: SEO copywriting is part of semantic optimisation, one of the pillars of organic search. It fits into a broader optimisation effort, and ideally content writing should be built into your overall SEO strategy. For that, a full SEO audit is highly recommended.
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Growing your organic traffic isn’t only about SEO copywriting. Optimising the user experience (UX/UI) can also help you climb the search results pages. It’s called SXO (SEO + UX), and it’s very often a highly profitable mix!
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Whether you want to check how well your SEO content performs, spot high-potential pages (or, on the contrary, the ones that underperform) or simply measure the ROI of your SEO copywriting, a fact-based view through data analysis always helps you steer your project.
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If you invest in SEO copywriting, with a content writing agency or not, but don’t know how to publish the new content (text as well as images), you won’t get very far. You may need a webmaster for this step. Good news: at Web Opteam, our website maintenance service covers exactly that!
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In a content writing agency, the SEO project manager first does the semantic research, identifying the keywords to use, then writes a brief for the copywriter. The goal is SEO-friendly content.
To complete the job, as part of an SEO consulting service, the SEO project manager goes over the text once it’s written to make the final semantic optimisations (title tag, meta description, etc.).
If it’s purely about maintaining your SEO rather than kicking off an SEO project, article writing by the content writing agency can be enough. But it’s always better to support your new SEO content with a backlink strategy.
Likewise, technical monitoring makes sure the target URL is in good shape.
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