In all our day-to-day activities there is a common denominator: the search for information. Spending time online has become one of our routine and favourite activities, whether to shop, book trips, learn, have fun, etc. In such a technological world full of algorithms, we must not forget that the most important thing is the people we want to reach. This is where two tasks must be combined and work together: writing content optimised for search engines that, in turn, attracts people, that is, applying SEO and copywriting. Before explaining what SEO and copywriting are for, we want you to be clear that it is not about writing for the sake of writing. Your content, whatever it is, must attract the end user and solve a specific problem. For this there are two key elements for your content to be appreciated by the public and the famous Google algorithm.
Combining SEO and copywriting creates the art of writing advertising texts within the bases of organic positioning. By combining these marketing tools, the texts not only capture the user's attention, but also that of the search engines. It is not about filling your website with information, but about summarising and knowing which keywords define your brand.
what is SEO and what is it for?
SEO is an acronym that comes from the term "Search Engine Optimisation" which means Search Engine Optimisation. SEO encompasses all the techniques used to improve the positioning of a website in the search engine results pages (SERP), that is, to appear organically in Internet search engines. A website is said to be well optimised if it appears in the first position of a search engine in the queries made.
A simple way to understand this issue is that search engines such as Google, Bing or Yahoo find the information through crawlers: automated robots that browse the different websites following the links included in the pages. Once the search engine finds the information, it analyses and processes it through an algorithm. This algorithm selects the information and decides how to store it in a kind of index. When we perform a search, the search engine recognises and positions the documents in its index based on two criteria:
Relevance:the search engine will show you the most relevant content that matches your search.
Authority:the search engine will show you the most popular and authoritative content. If this content is shared several times, the search engine identifies it as useful, therefore, it will be the one that will be shown to you.
The first ads that appear in searches are the ones that companies pay for, i.e. those that are not organic. Often, the word "ad" can be displayed before the website when you perform a search, which translates into a paid result. The organic result is the one that appears further down the page and in which only the company's website is displayed.
It is important that you are clear about the idea of helping search engines understand what your website is about, your content and whether it is useful.
what is copywriting and what is it for?
It is a marketing technique that has been on the rise in recent years. Simply put, copywriting is turning words into money. When you hire a copywriter, the copywriting expert, he or she is valued for the conversion he or she generates in the online world.
Copywriting or, in other words, copywriting, is defined as "The art of seducing and convincing a person with simple words to act in the desired way". Every word has a power. A positive comment can create a good atmosphere, but what happens when we criticise, for example? We can hurt and generate negative feelings without realising it. That is why it is important to know how to sell your brand through words.
Copywriting uses CTAs or calls to action (calls to action) as visual or textual calls, which lead the reader or visitor to a website to perform an action. For example, clicking on a banner, buying a product, filling out a form, clicking a button, calling a phone number or requesting information are clear examples of calls to action that abound on the web.
5 characteristics of copywriting
- The content must be appropriate to the target audience to which it is addressed.
- The messages must highlight what is most important and must leave aside the aspects that do not encourage the purchase action.
- The messages should be close and understandable to the audience, thus generating interest in receiving more information.
- The tone of the message must be persuasive and must contribute something positive, it must be useful.
- The messages must match the SEO positioning of the company, i.e. the use of keywords must correspond to the content written.
This copywriting technique aims to find the right words to connect with the emotions of your target audience. It is not only about writing a text without spelling mistakes and sounding good. It goes beyond that. Copywriting is about giving sales arguments that solve problems clearly and quickly. By applying this creative copywriting technique in your texts, you will capture the attention of your audience and make them notice what you are doing. In addition to provoking interest in your brand, you will generate desire and convince your audience to take action.
Differences between SEO and copywriting
In SEO positioning , techniques and resources are put into practice so that a company's website or blog appears at the top of Google. It also seeks to generate traffic to your website, that is, that many people visit your site. To appear on the first page of Google, SEO professionals write content (texts for blogs) with the most searched words related to the service or product you want to sell. Using digital marketing tools, they study the articles of other blogs well positioned in Google in order to beat them by writing better content with your brand's keywords.
Once you have achieved the desired positioning and you see that the number of visits to your website is increasing, it is time to sell. This is where the copywriter comes into action, after researching your product or service, knowing the context and your customer, creating texts that persuade and encourage the purchase.
Nowadays, most copywriters apply SEO techniques to their texts. In short, a copywriter helps to get more sales, while SEO helps to get more visits or generate more traffic. SEO and copywriting must go hand in hand for your brand to be known and for you to get sales.
Today, the real challenge for your brand is how to gain visibility and get found by search engines, and then to sell.
And you, do you already know how to improve your brand positioning and how to generate more conversions?