SEO Copywriting – strong content, written for people
In order for an online store or company with a digital presence to stand out from the competition, the right content is crucial. Whenever company texts are created, images are integrated or products are described, two goals are in the foreground:
- the site operator wants to convince the visitor of his own offer and persuade him to make a purchase, a booking, etc..
- the site operator wants to convince Google, Bing and other search engines of the relevance of his own site in order to achieve top rankings for suitable search queries.
The second objective, search engine optimization (SEO), is handled by professional online agencies like ONELINE. Experience shows that non-professionals focus too much on the second objective and forget about the first. The following applies: Optimizing texts for search engines alone can lead to devaluation in the worst case. Conversely, good texts written for humans will also convince search engines. SEO copywriting from a professional combines both objectives optimally.
What makes content relevant to people?
A visitor to your website wants to find what they were looking for on your site. In most cases, users will arrive at you via a Google search query. Whether through an ad or an organic search result, the content presented should meet the viewer’s expectation. Relevance of content comes from, for example:
- Quality and seriousness of all content presented
- authenticity of the content (e.g. actual existence of advertised discounts)
- real added value and fulfillment of expectations
- a secure, up-to-date encrypted web presence
- optimal presentation on all devices from smartphone to PC
An online store that has outstanding prices, but hardly any texts and has two spelling mistakes in every sentence, cannot build trust and respectability like that. build up.
What makes content search engine friendly?
The algorithms of search engines like Google have changed steadily over the last 20 years. Search engine optimization has become steadily more complex, especially since Google, Bing & Co. are increasingly using AI and human users to evaluate pages. In the early days of search engines, the right keywords in sufficient numbers were a guarantee for top rankings. This has long since changed.
Ultimately, search engines are convinced by what also convinces the human viewer. A discreet help through the clever use of the appropriate keywords is possible and a central task in SEO copywriting. The human reader must come first, so that the text becomes fundamentally search engine friendly.
Quality meets the right keywords
Good SEO copywriting is characterized by two qualities. The SEO copywriter takes the time to write texts for “real people” that inform and have conveyed real added value after reading. Simple placeholder texts or an automatic translation from foreign texts do little good here.
In addition, Google tools and online marketing specialists can be used to determine which keywords make sense to include in the text. The type and number of keywords should be integrated in such a way that they do not influence the reading flow and the quality of the high-quality content. Ideally, the human reader will not even notice that optimization has taken place for certain keywords.
Is AI-created content search engine friendly?
Admittedly: There are many ways to make your copywriting job easier. In the case of online stores, you can integrate the manufacturer’s product description into the website. Foreign texts can be translated into German with Google Translate. And with AI tools like ChatGPT, you can get texts to fill pages at the push of a button.
All these approaches will not break rankings on Google or Bing. However, conversely, one will also not experience a positive differentiation from the competition. For this, a look at the example of artificial intelligence and the use of ChatGPT:
- To get any text on the web page at all, AI can help. Ultimately, existing text is always better than missing text and will contain a certain level of information.
- The use of ChatGPT and similar tools facilitates SEO copywriting, but does not necessarily ensure unique and multi-value texts. If everyone has such a similar tool, more or less everyone will have similar texts on the pages. A positive differentiation from competitors is thus hardly possible.
- The unique character that suits a brand and is desired for addressing customers can hardly be achieved with AI. Instead of reworking AI-created texts and optimizing them according to one’s own wishes, direct, human SEO copywriting will lead to success more quickly.
Cautionary examples: What is bad SEO copywriting?
As a digital marketing agency, ONELINE is familiar with enough negative examples of SEO copywriting. We have already mentioned some warning examples above. You should also pay attention to these problems and stumbling blocks if you want to facilitate content creation in web development:
- Keyword stuffing, which has long been completely punished by Google & Co.
- Generic texts in which individual words (e.g. city names) are exchanged.
- Texts that are too short or too long and offer no real added value.
As in other areas of online marketing, ignorance is no excuse when it comes to SEO copywriting. Many of the problems mentioned can occur even if they were not intended. Proceeding here with a clear concept and the expertise of a digital agency saves from unwanted devaluations.
By the way: Not only the individual, high-quality content is decisive. Frequent, systematic incorporation of content shows that efforts are being made to keep things up to date and that you want to keep appealing to site visitors. Here, too, cooperation with an online marketing agency is useful, for example for the creation of editorial plans over weeks and months.
With ONELINE to the intelligent SEO strategy
SEO Copywriting brings together the quality of “texts by people for people” with the clever keyword inclusion in the sense of Google. If you want to fill a site with good content after web development, the support of agencies like ONELINE is worthwhile. Professional copywriters are happy to use their talent for your online success.
