SEO copywriting is a rapidly emerging business development process that sales and marketing teams must master to stay competitive in today’s tech-driven market.
The Problem With SEO Copywriting
The main problem with SEO copywriting is that very few people really understand the process behind it. This has led to an unnecessary and convoluted series of disparate and outdated best-practices – many of which, if actively pursued, will damage your online marketing campaign and presence – ultimately resulting in penalties and website delisting by Google.
The process is actually very simple if you focus on 3 basic criteria.
- Establish your reader’s buyer persona – Know who is reading your content and why.
- Focus on answering a single question or solve a single problem for your readers.
- Write the way you know your customers read and process information, not the way you think Google does.
Essentially, you are trading on your knowledge to attract new readers.
In exchange, if your product (in this case, the information provided in your copy) is deemed of sufficient quality, and you have the proper mechanisms in place to capture relevant information, the prospect will provide you with their contact information, moving them down the funnel from prospect to lead.
It may seem counterproductive to ‘give away’ valuable information, but it’s the one true ‘secret’ to copywriting success in business marketing.