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SEO Copywriting: Write for People to Increase Google Ranking

9 Essential SEO Copywriting Techniques To Improve Your Website

If you run a small online business and want to stand a good chance at ranking well in searches, you will need to make sure that you are producing high-quality content.

According to Google’s Matt Cutts and other SEO experts, it is great content that can help small businesses to compete with some of the larger companies in their industries.

Content writing has never been more important, especially with the release of Google’s update, which is designed to make sure that sites with good quality content are ranked higher.

To give you a head start, we have provided our top tips for improving your SEO content writing below.

Think about your audience and their needs

A mistake that many website owners make is writing for search engines, rather than writing for a human audience. Instead of optimising your website content for search engines, by stuffing it with SEO keywords, you should be thinking about what searches your intended audience may be performing and how your content can meet their needs and requirements.

The better your content can answer users’ search queries, the higher your website will rank in relevant searches.

At the end of the day, Google and others search engines have a duty to provide their users with the best possible answers to their search queries, so if you are offering excellent information, they are going to rank you higher than your competitors.

Explore your niche

There is a tendency for website owners to go ‘too big’ with their content, which often leads them to write articles and blog posts that are generic and vague. If you want to improve your SEO content writing and make a big impact on both users and search engines, it is a good idea to start small.

Think about writing content on a niche subject that is closely related to the products you sell or services you offer. Explore your niche subject in as much detail as possible, covering all aspects of it.

The more unique, relevant and high-quality content you can produce on a niche subject, the more likely Google is to see you as an expert and will, therefore, rank your site more favourably.

Consider long-tail keywords

The launch of Google’s Hummingbird algorithm bought the importance of long-tail keywords to the forefront. Whereas in the past businesses would optimise their websites for short keywords, today they are being encouraged to consider long-tail keywords.

Although long-tail keywords have a smaller search volume, the traffic quality is greater as users are looking for something specific and are therefore more likely to convert if their query is answered by your website content.

Create sharable content

If you are clued up on social media, you will already have a good understanding of social sharing and the important role it plays in SEO and marketing strategies.

In order to encourage social sharing, you need to create unique, interesting and insightful content that users will want to share with their peers. For example, you could share content offering a new take on a niche subject or perhaps an infographic highlighting new data relevant to your industry.

The more your content is shared, the more likely Google and other search engines are to see you as an expert and will, therefore, rank your website higher in relevant searches.

Short and sweet copy

Human beings have fairly limited attention spans, so if you’re going to grab their attention, you need to keep your website copy short, sweet and to the point. People haven’t got time to sift through a 10,000-word article to find out the information they need, they want it delivered in a couple of sentences maximum.

Every sentence you type needs to be worthy of its place on your page. If it isn’t of value to your readers, then hit delete!


A great way to say more with fewer words is to use an infographic. This is a visual piece of content that usually contains facts, images and a little bit of copy. Infographics are particularly great for sharing bite-sized chunks of data in an easy to understand format. Rather than shelling out yet another report that no one really wants to read, try creating an eye-catching infographic instead.

Constant content

The trend for constant content is something that’s bound to keep you on your toes this year. Yes, if you want to impress visitors and improve your SEO, you need to be sharing new content on a regular basis.

A well-planned content schedule can help you maintain constant content on your website or blog, however sometimes spontaneous content can offer a better pay off. Being the first to share an opinion piece on a breaking news story or an advice post on regulatory updates will stand you in good stead for becoming users’ go-to source for information related to your industry.

Personalised content

One of the hottest marketing trends of 2015 is personalised content, which of course, relates directly to copywriting. Whether you are creating a marketing email or landing page, it is important to tailor your copy to the intended recipient.

Data plays a big role in this, as it is required in order for you to personalise your copy with a customer’s name, as well as things like product recommendations. Knowing more about your customers will also help you to tailor the language you use, showing them you’re on the same wavelength.

The more effort you put into creating personalised content in 2015, the bigger and better the results you’ll achieve.

Answering people’s questions

The rise of Siri, Cortana and other similar technology has completely changed the way people search online. More and more people are now speaking their searches and asking direct questions.

A great way to ensure you achieve excellent rankings and are made visible to potential customers on search engines is to answer people’s questions within your website copy and blog posts.

Think about the type of questions people may ask and provide an answer to them. Be innovative – use your content to tell a story! Make it personal so people feel that you are directly answering their question and providing a tailored response.

Using keywords to optimise your content for SEO is still important but answering people’s questions is just as necessary if you want to achieve higher rankings and increased conversions.


Creating great content can go a long way in enhancing your SEO strategy and helping your website to rank well in relevant searches. Of course, content writing comes more naturally to some than others, but if you need a helping hand you can always get in touch with the SEO experts here at WP Design.

Barry Reynolds

Barry Reynolds is a director at WP Design with many years of experience in web design, WordPress development and digital marketing.

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About the Author

Barry Reynolds

Barry Reynolds is a director at WP Design with many years of experience in web design, WordPress development and digital marketing.

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