SEO copywriting: how to write for Google
Jordi Ordóñez
30/06/2020
-
SEO copywriting has some characteristics of its own that you should know. We are going to explain how to write for Google without losing the magic touch to sell.
-
-
Facing the fact of optimizing text in an eCommerce is a task that seems simpler than it really is.We always defend the quality of the copy: it is as important as having good photos, a page that works well or loads fast.They are essential elements in the user experience. Sure, we are talking about user, not about bots or search engines because, even in SEO, you have to have the user at the center of the strategy.
-
SEO copywriting tips
-
We will always start from a keyword research using all the possible terms that refer to our business, prioritizing those that have a better relationship between monthly search volume and a more achievable level of competition.If you need to know how to do a keyword research, here are some tools to help you.We do not include keyword research as a key, because it is more than that: it represents SEO copywriting basis.
-
#1 – Write for people, optimize for engines
-
This first tip is the one that summarizes all we are going to discuss below.Keep in mind that Google and the rest of the search engines, through their algorithms, what they pursue is relevance. If the text of our pages is just a succession of keywords without sense or semantic order, neither Google nor the visitors to your web will be interest in itMy advice is to write the text first according to the principles of copywriting - one that is engaging, descriptive, and persuasive, even if you have the search intent that you want to meet in mind.It has to be something that anyone can understand and get from these sentences the main values and advantages.Once the text is already written, it is time to work on adjustments to make sure that we also give the search engine a little extra context on what search this page is relevant to.
-
-
#2 – Organize hierarchically
-
Logically, the text is structured in different sections and epigraphs. This, again, helps readability on the part of the user, who often backs out when they find difficult text.It is important for the search engine to define the relationship between the different sections: to know what has to do with each other and how it completes the different attributes and characteristics.To that effect, the heading system is used (surely you have read more than once about the famous H1 and its importance for SEO). Well, you must use it properly, do not add nonsense labels.Let´s see an example. Imagine the tab of any product sheet, a capsule coffee machine, for instance. It would be something like this:<H1> Capsule coffee machine + brand + main atribute
Summary of main features
<H2> Product details
<H3> detail 1<H3> detail 2<H3> detail 3<H2> Product description<H2> Product opinionsAs you can see, there is only one H1 and the rest of the Hx, which admit more than one variation, are structured by anchoring with each other.Titles and subtitles are basic in SEO, because they put the search engine in context. They must contain the main keywords which we pursue the ranking for. -
#3 – Write the optimal length
-
This point is always a bit tricky in SEO copy. In fact, you will see many stores out there that do not cover even the minimum, but there are also others where, on pages like categories, add endless paragraphs. A bit of common sense here is always welcome.They usually talk about specific numbers, like about 300 words. Well, this is a reference but not a standard. You have to write enough to be descriptive, reinforce the intention of the search and differentiate the page from other contents of the store itself or from external pages.200 words usually may work, But, sometimes, due to the complexity or characteristics of the product, you will have to write longer.
-
-
In this, naturalness rules, but I do recommend you always avoid writing a phrase to comply (this is thin content for search engines and it is not representative). Also, do not copy the description of the manufacturer or another store. Did you know that this is considered duplicate content and you could receive a penalty for it ?
-
#4 – Alt text for photos: accessibility and SEO
-
This is an aspect that tends to be uncared in many online stores, but it is important for organic positioning.As technologies such as Machine Learning advance, Google continues to have certain problems identifying the content of photos.If we use this label, designed so that visual impaired people can know what is behind each image, the search engine will also be able to understand more precisely what this content is.
-
#5 – Make sure to solve search intents
-
We usually talk about keywords, but in reality, they only represent or synthesize a search intent.What does the client expect to find in the search engine by using those words? What is the real need represented by that simple combination of characters? This and not something else is what we have to focus optimizing our pages on.In the case of eCommerce, we are working on absolutely transactional or sales search intents.Be sure to give both potential customer and search engine content they understand as such. Follow the structure of a product sheet or category, and do not turn it into a blog post (the structure discussed in the hierarchy is a good starting point).
-
-
When writing and optimizing your content, it will be very useful to take a look at the first pages for that search intents. If you want to beat them, be sure to respond better and with higher quality content.SEO copywriting is an exciting topic and, in addition, it is less difficult than you might think. Once you understand it, it will not be difficult for you to follow the structure and tone.
-
What about you? How do you optimize the SEO copy of your online store? What advice would you give to someone who is starting with it? Share with us!
-
Images | Unsplash.