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When business leaders consider SEO and creating a strong online presence, many think of technical SEO, metrics and vast graphs of data.
However, at the end of the day, all of this information and technical skullduggery is all reaching for the same goal; to get internet users to click on your content, and link to it, so that search engine algorithms notice it and put your website at the top of relevant search engine results pages (SERPs).
All of that starts and ends with high-quality, relevant and inspiring writing. Whether it is your homepage content, your social media updates or guest posts on other websites, all of your written content needs to be well-researched and written in an engaging style.
Learning to write top-quality, professional content, or hiring someone to do it for you, can be costly and time-consuming, but without it, your business website will never achieve the reach and relevance that you need to grow your company.
If you want to find out more about why high-quality copywriting is essential for your SEO strategy, and how you can use it, read on.
Google Expects Great Writing
The world’s largest search engine, Google, is used by billions of internet users every day, so it’s essential that you reach the top of its SERPs.
The search engine uses an algorithm to assess websites and find the ones that are the most relevant for any given search. While Google doesn’t tell us exactly how its algorithm works, it does offer some insight for webmasters, so they know what they’re aiming at.
When talking about what its algorithm wants and how it finds useful pages, Google states:
As you can see, high-quality, informative content that contains relevant keywords is essential if you want to get your website noticed by Google.
Finding the keywords you need to include is easier than you might think- you probably know a lot of them already if you’re writing about a topic that you’re knowledgeable on. To make sure that you have the exact words that searchers are looking for, try using an SEO keyword tool like SEMrush’s Keyword Magic Tool or Ahrefs’ Keyword Explorer.
If you want a free tool to help you find out what questions people are asking about your chosen topic, then try the free tool Answer The Public.
You can even use Google itself to find out what users are looking for; just type in a search related to your chosen topic, then check out the ‘people also ask’ and ‘searches related to’ sections to find questions and related keywords.
If Your Writing Is A Definitive Resource Other Sites Will Link To It
As the above shows, Google likes to find evidence that your writing is high-quality and relevant. The search engine can’t have staff reading every web page on the internet, as that would take too many resources, which is why its algorithm uses specific criteria to assess each website and webpage.
One critical factor is backlinks, which is why they are a staple of the SEO market. If a high-quality, relevant website links back to your content, then Google views this as a positive sign. As the search engine states:
If other prominent websites on the subject link to the page, that’s a good sign that the information is of high quality.
It is possible to buy cheap backlinks for your website to trick the algorithm, but this practice can do more harm than good for your website.
The only way to get genuine, organic backlinks from high-quality websites that actually benefit your website’s SEO is to write informative, insightful content and then promote it.
By sharing your content on social media, using insightful, well-written posts, and pushing your content on adverts whose written content is equally crisp and enticing, you’ll be able to get your work under the noses of other content creators.
Using links in your text and sharing resources is a key part of creating informative articles and proving your point, so if content creators find your content to be insightful, they will link to it in their own work.
The more people who link to your work from high-quality websites, the traffic your website will get and the higher it will be on relevant SERPs.
You can also earn backlinks by producing guest posts for other websites. Still, again to get these opportunities from high-quality, relevant sites, you need to have a portfolio of top-notch work to show that you have the experience to produce quality work.
Any website that allows you to provide a guest post on any topic just to earn a backlink is not worth your time, as they are not high-quality and will eventually be noticed by Google.
Readers Respect Quality Content
Writing for Google is crucial if you want to get your content noticed, but fundamentally, you’re only going to get to the top position and hold it if your content is engaging to readers.
Readers are central to Google’s mission, and as such, the search engine also values high traffic alongside backlinks.
If readers are checking out your content and enjoying it, then they are likely to share it and earn you even more organic exposure.
If your work is part of a sales funnel, then you might even be able to use it to generate leads from readers and then convert them into paying customers.
To achieve this, you need to write the content that your readers want, which means reading a lot of similar articles. Whether you’re writing for your homepage or your blog, you should check out what your competitors and other organisations in your market are doing and try to emulate and better it.
Read a wide range of articles and websites, then work out which ones are the most engaging. Try to find content that you enjoy and emulate the techniques it uses.
It’s vital that you don’t plagiarise their content, as this can negatively affect your SEO and can lead to trouble if they find out. It’s also not hard to find out, and won’t help your work improve over time.
Instead, try to use the writing techniques they use, such as bulleted lists, short, friendly writing and engaging topics.
When you first start creating high-quality content, you might find yourself having to test out new techniques. Adapt your writing around what works and what doesn’t, and always be prepared to update old content to boost its value and ensure that your website is fresh and engaging.
Typos Look Spammy
An obvious point, but still an important one, it’s crucial that your website does not contain any typos.
No one likes typos, because they will make your work look low-quality and rushed.
Typos, and techniques such as keyword stuffing, where you insert loads of the same keyword into a piece of text to get noticed by search engine algorithms, can negatively affect your SEO.
If you want to avoid this and create readable, grammatically correct writing, then you need to proofread your writing.
It’s not always as easy as it sounds to re-read your own work and check for errors, so you could ask someone else to read over it and make sure that it’s error-free.
Alternatively, you could try out a proofreading tool such as Grammarly or Hemingway Editor. These tools aren’t infallible, however, so you should also try to get another pair of human eyes on your work if possible.
The More You Post Fresh Content The More Notice Everyone Takes
SEO is an ongoing process: you don’t get to the top of relevant SERPs and stay there forever without constant vigilance and hard work.
The more high-quality, relevant content you produce, the more links and traffic you will receive in return.
All of this benefits both the webpage that your content is hosted on and your domain.
However, without constant hard work, you won’t be able to reap the rewards. It’s crucial that you don’t just write new content, but that you also stay on top of the latest SEO developments and update your old content to ensure that it remains relevant.
To stay up to date with the latest SEO developments, follow blogs that produce regular, relevant content and advise on how you can adapt.
As this article proves, quality copywriting is essential to growing any organisation’s digital presence. In today’s connected world, where many individuals are housebound or working remotely thanks to the pandemic, it is more important now more than ever before that your company is findable and recognisable on the internet.
If you only take one thing away from this article, I hope it is this: that you can’t trick your way to a high-ranking website. Good SEO takes hard work, effort and, most importantly of all, quality content.
Use these tips to create high-quality content that works for both search engine algorithms and readers, so that you can get your content noticed and show everyone that your company is one to watch in your niche.