SEO copywriting plays a very important role in how search engines decide to rank websites. In fact, the term is used to describe the act of writing content that is considered relevant by search engines (and helpful to users).
Search engines use a variety of parameters to evaluate the relevance of a text, or rather, its ability to respond to the needs of users.
The presence and positioning of keywords within a text is one of the main parameters Google uses to evaluate the relevance of a text. As such, it is essential to know how to make best use of keywords when writing online content.
How does SEO copywriting work?
SEO copywriting consists of writing optimised and relevant content for search engines. In addition to being able to write well in a certain language, SEO copywriters need to know how to insert keywords into a text as naturally as possible, rendering them invisible to readers.
If a text is well optimised from an SEO perspective, readers won’t be able to tell they’re reading content that has been manipulated for search engines.
At the same time, you need to make sure your tone of voice remains consistent online. For example, the tone of voice used on a business website is likely to be formal if the company intends to convey values such as stability and professionalism, while it may be more direct and informal if the company is a start-up with a target audience under 30.
SEO copywriting and localisation
SEO copywriting is closely linked to the art of localisation. Different languages possess different conventions and linguistic registers, which must be preserved when performing SEO on a website.
If you want your website to reach an international audience, you will need to translate the original content into multiple languages. Each of these translated texts must be subjected to SEO copywriting activities to be optimised for search engines in their target country. This service is referred to as SEO translation for multilingual sites.
To sum up, if you want your website to appear authoritative in the eyes of search engines, make sure to combine localisation with multilingual SEO activities.