4 Things You Must Know About SEO Copywriting In 2013
As we move into yet another successful SEO year, it’s time to set our sights on SEO copywriting. This area has come under much scrutiny in the past couple of years, particularly with Google’s crackdown on quality content via the Panda and Penguin algorithms.
Whether you’re blogging, guest blogging or writing web content for a brand, here is what you need to know about SEO copywriting in 2013:
1. Quality Must Be Exceptional
As we recently mentioned in our post on this year’s SEO trends, the quality of content is going to have to take a big step up to the podium in 2013. This means making sure that your keywords are organically placed and that anchor-text linking isn’t being abused.
Yet it isn’t all about pleasing search engines. As higher quality becomes the norm, content will start to be come more competitive and every expert out there will be striving to create brilliant posts. As a result, whatever you write has to be even better in order to stand out from the crowd, grab the attention of readers and garner interest and popularity.
If you have great ideas but don’t feel confident that you can pull them together into a superbly worded, high quality article that is free of grammatical errors, working with an SEO copywriter or editor may be one solution.
2. Articles Must Be Longer
This isn’t to say that you need to start writing 5-page essays on each topic you want to talk about, but it stands to reason that longer articles will be prioritised over shorter articles in the near future. A 600-word article, will most likely be more in depth and insightful, and will contain more valuable information than a snippet of 300 words.
Given that most content is around 400-500 words in length, it’s likely that in order to get your content to stand out, you’ll need to aim for the 600-700 word range and ensure that you provide useful insights while doing so.
3. Google Authorship Will Grow
Google has tried extremely hard over the past year or so to push Google+ into the social media world and they succeeded somewhat when they announced that Google+ would start to play a more prominent role in their search engine rankings.
One way in which this is coming to fruition is through Google Authorship. Google Authorship is essentially a way of linking content that you write (such as blogs, articles) back to your Google+ profile and attaching it all to your name.
This gives you ample opportunity to establish yourself as a credible expert in your field; if Google sees your work as valuable, you’ll be rewarded with images and links next to your content in search results, which means much more visibility and a higher click-through rate.
4. Keywords Are Still Important
There was a lot of hoo-ha in 2012 around keywords, particularly in regards to manipulating search rankings via keyword usage and exact anchor-text matches.
Moving forward in 2013, keywords will need to be used with much more care and precision in order to avoid stepping over that fine line between valuable keyword usage and keyword or anchor-text stuffing/spamming.
This isn’t to say, however, that keywords and key phrases have lost their power when it comes to influencing search engine rankings. Your key phrases still play a major role in determining how and where you rank in SERPs – the secret is to balance your keyword usage with content and articles that are more topic focused (rather than keyword focused) and that bring value to the reader, not simply to the search engine.
Moving Forward With Your Content
Creating and refining your content is going to be a huge challenge this year. There are a number of SEO agencies who offer SEO copywriting assistance to ensure you effectively manage both search engine and user content expectations in 2013.
Virginia Cottrell is a Sydney based SEO copywriter with more than 5 years of experience. Over that last few years she has worked with both corporates and small businesses, delivering exceptional content which pleases both readers and search engines.