It’s never been more important to ensure your SEO copywriting strategy is pushing you closer to your goals. But what should you be doing? More importantly, what shouldn’t you be doing? Here are 7 SEO copywriting mistakes to avoid if you want to increase your conversion rate and boost your rankings.
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Neglecting keyword research
When you don’t know what your audience is searching for, a lot can go wrong. You risk targeting the wrong keywords and churning out copy that simply misses the mark. Avoid this lethal mistake by conducting thorough research on your audience, keywords, industry trends and competitors. This way, you’ll be more likely to create content that’s aligned with search intent.
You also stand to discover more profitable keyword opportunities (closely related phrases or topics and semantically linked [LSI] keywords) that can enhance the relevancy of your content.
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Ignoring your customer’s point of view
With Google’s helpful content system in full effect, it’s crucial to craft high E-E-A-T copy that meets your audience’s needs. If you want people to sign up, subscribe or buy, you’ll need to convince them how your offer is beneficial to them. This means leading with benefits rather than features and keeping your writing free of confusing buzzwords and industry jargon.
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Not prioritising user experience
Page issues and poor user design can lead to a high bounce rate, which can negatively impact your conversion rates and rankings. To reap the benefits of a great copywriting strategy, ensure all aspects relating to your site’s speed and performance are optimised. Google even has free tools like the Mobile-Friendly Test to help you identify and fix a host of page experience issues.
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Writing for search engines
Keyword stuffing and focusing solely on content length rather than user intent are examples of SEO-heavy writing approaches that can scare away potential customers. Google now rewards people-first content, so keep your copy helpful. Additionally, use headings, subheadings, and calls to action to help audiences better understand and respond to your value proposition.
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Underutilising analytics
You’ll need analytics to power your SEO copywriting strategy and help you make informed decisions. Tools such as Google Analytics help you keep track of traffic, keyword rankings, top-performing pages, and more. They show you what’s working and what isn’t, so you can make improvements that drive results.
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Being complacent
Considering Google’s regular algorithm updates, not tweaking your SEO copywriting strategy to keep up with how quality and relevance are evaluated could cost you valuable digital real estate. Fail to stay on top of your SEO, and your website’s rankings might slip, resulting in less traffic, lower conversions, and lost revenue.
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Overlooking off-page SEO
Your on-page efforts might be stellar, but if you’re overlooking key off-page factors like link building or brand mentions, you won’t make much progress in the SERPs. With Google’s continued emphasis on helpful, trustworthy content, it’s important to establish online credibility. So, create quality content to attract links and get reputable sources to mention your business. As social media continues to shape how businesses engage with customers, it’s also prudent to build and maintain a strong social media presence.
Master the fundamentals for long-term success
Ultimately, the fundamentals of SEO copywriting still hold true:
- Understand customer needs and intent
- Use keywords optimally
- Play by Google’s rules
- Optimise the user experience
- Increase your authority and online credibility
- Test, measure, update, and repeat
Prioritise these core elements while steering clear of these 7 costly copywriting mistakes to thrive in an increasingly competitive landscape!