SEO & Content as Tools for Communication
Updated: Jun 24
By now, you’re probably aware that developing original content for your website is essential to your company's success in the digital market. However, what’s more important than the mere presence of content on your site is how it conveys information to customers. In the words of Neil Patel, a New York Times Bestselling author, “Your content needs to accomplish two goals: first, appeal to the end-user (customers, clients, prospects, readers, etc.) and second, solve a particular problem.” Thus, your website's problem is how to communicate information about your business to your customers effectively.
In this article, we discuss a two-pronged approach to this problem. Your website needs to pack a lot of information about your company into a relatively small space, and we want to ensure you’re making the most out of this. By breaking the roles of SEO and copywriting down into simpler terms, we hope to understand better how these two factors contribute to successful communication. So, without further ado, let’s get started!
Grabbing Attention With SEO
SEO, or Search Engine Optimization, is the process of altering specific features on your website so that it appears organically within search engines like Google, Bing, and Yahoo!. Optimizing your copywriting with keywords specific to your company helps your website achieve a higher ranking on search engines so that you can compete more aggressively with sites that advertise the same or similar services.
There are multiple benefits to utilizing SEO for your business. For instance, SEO gives you tools to structure your keywords and analyze how they impact rankings and traffic. Ideally, you want your website to include keywords highlighting the desirable services or products your company provides. By monitoring how much traffic these keywords generate, you can determine how well they are grabbing the attention of potential customers.
Using this knowledge, you can rearrange the keywords on your site to highlight the services your customers gravitate towards. By making these keywords the headers for your website’s home page and service pages, you can quickly communicate to customers that your company provides the services or products they are looking for. Since most people spend less than 30 seconds on a single web page, this optimization is critical to the success of your digital marketing campaign.
Now that we know how SEO works to boost your content, here are some quick SEO best practice tips:
Review your site and viewer feedback for any user experience issues.
Ensure that your site is always loading correctly.
Use SEO-friendly headlines for your content.
Utilize meta descriptions and other formatting tools in your content.
Track your keyword frequency and incorporate long-tail keywords that support your content.
Crafting Engaging Content
Neil Patel defines copywriting as “the art and science of creating content that prompts the reader/end-user to either buy a product, subscribe to a list, take a test drive or take some other action that will benefit you.” By weaving messages into your content that entice and motivate readers to interact with your site, you increase the likelihood of gaining new customers. Once you have the attention of your audience, prompt them to take action. This action can take the form of anything from subscribing to an email list to making a purchase.
How Do You Get Your Readers To Take Action?
Get to know your audience.
Learn how to communicate with your audience.
Finally, make your message clear and concise.
Bringing It All Together
Now, the question becomes: how do you combine these communication tactics into one powerful marketing strategy?
First, you have to cater to the preferences of Google and other search engines when developing your copywriting. To do this, you need to have a thorough understanding of how to weave keywords and phrases into your website’s content. Of course, in this day and age, multiple online marketing companies, like BrandRep, manage the development and improvement of the content on your website for you.
Creating quality content requires time and energy in the form of extensive research. Arguably, the best way to start is by looking at Google’s ranking algorithm and seeing what keywords and content formatting patterns generate the most traffic. Content formatting involves everything from word count per page to where and how often you list your company name. Make sure that you focus your research on solving a problem for your readers, so they are more inclined to become customers.
The Big Picture
SEO and copywriting are both very powerful tools on their own. However, when used in conjunction, they attract more viewers to your business and encourage repeat visitors to become loyal customers. By harnessing the power that compelling content has to convince customers to interact with your website, you increase the chances of establishing meaningful in-person or online communication.