SEO Copywriting That Works!
Search engine optimization (SEO) copywriting is the lifeblood of your nutitional supplements website.
Without it your site fails to get many sales. Just like an old man with furred-up arteries your business grows weaker and weaker, and finally dies.
But to get sales you first need plenty of virtual visitors to click through to your web pages. And effective SEO copy achieves this for you.
What Is SEO Copywriting?
SEO copywriting is website text written by an SEO copywriter for two “audiences”: (1) search engine “spiders” and (2) human web visitors.
To rank well in the search engine listings each health supplements web page has to meet certain on-page copywriting criteria (I'm dealing only with on-page elements here, not off-page backlinking):
- you must optimize each page for a keyword, or two to three keywords
- that keyword (or keywords) should appear in the page title – the blue underlined text that appears in the search engine listings
- your keywords should appear in other strategic places a number of times on your web page (but not too often)
However, when writing SEO copy for each page of a website, the SEO copywriter has to keep human visitors in mind too.
Effective SEO copywriting ensures the copy
- uses keywords in the flow of the text
- sounds natural, not forced, to your reader (very important)
- makes sense to your reader
- helps your reader find solutions to her problem (the reason she came to your web page in the first place)
- persuades, but avoids hype
- is so helpful that your visitor keeps reading
- gets your visitor to click through to another page on your website
How SEO Copywriting Differs From
Copywriting for Printed Media
SEO copywriting and print copywriting have marked differences.
Print copywriting appears in newspapers, magazines and sales letters sent through the mail. It tries to grab the reader’s attention to divert her into reading the printed text.
A hypnotic headline, or perhaps a graphic, has to draw the reader to read the text. This headline, called a “hook”, has to pull her away from another activity and get her to read the headline.
Then the first lines after the headline should be so magnetic that she can’t pull her eyes away from them. And the same for the following paragraph, and so on through the copy until she (hopefully) takes the action you’d like her to take – phones or sends for more information, or buys your product!
The reader doesn’t actively seek to read printed marketing copy, but the copy has to be so appealing that it sucks her in.
This is a huge difference between SEO copywriting and print copywriting.
SEO copywriting appears on a web page. And a person interested in health supplements comes to your page because she’s looking for information.
She’s an active searcher, so her frame of mind is totally different from someone who has to be hooked in to read a print ad. She wants to read your web page, so she comes there looking for answers to her questions or solutions to her problems.
Other differences between print and SEO copywriting:
- Print copywriting – the reader reads long paragraphs of text quite easily.
- SEO copywriting – words, sentences and paragraphs should be short, as it’s more difficult to read text on-screen.
- Print copywriting – easier for the reader to read many pages of text.
- SEO copywriting – far less text usually preferable, as readers find it tiring to read on-screen.
- Print copywriting – bullet lists improve readability and should be used occasionally.
- SEO copywriting – bullet lists are essential and should replace paragraphs of text where possible.
- Print copywriting – the printed medium is a physical object and the reader may pick it up again later and reread it.
- SEO copywriting – with her mouse in hand the reader can just click away to another website… and probably never returns to the prior web page (as she has so many other competing websites to choose from).
- Print copywriting – not as important to get the reader to make an instant decision, as she has the opportunity to look over the marketing copy again at a later time.
- SEO copywriting – vital to get the reader to click on a link that takes her deeper into the website, and continue to click links on those pages to take her to other pages within the website (each click is like a stepping stone to the next page). Finally you aim to get her to leave her email address, phone you, or make a purchase.
- Print copywriting – the copy can be more persuasive, and even overtly sales orientated.
- SEO copywriting – the copy should lean towards being informational, educational and helpful, leading your readers to find a solution to their particular problem.
Why Your Health Food Website Needs an SEO Copywriter
A lot of websites appear in print copywriting style – they’re simply online print brochures.
But as we’ve seen, people who read printed text have a different mindset to those who come to a web page.
If your web pages are in printed copy format, they won’t reach online prospects well.
You’ll perhaps have some success, but it will be nothing like the results you’ll get from the copy a specialist SEO copywriter writes for you.
An online copywriter who knows the natural health industry understands how your web visitors think. Because he knows what makes them tick, he’ll aim your web copy at their particular wants and needs.
He also knows that huge blocks of copy put your online readers off. So he uses short words, sentences and paragraphs. He uses bold and italic text where your copy needs it. He provides a lot of helpful information, but not so much that he swamps the reader.
In short, for SEO copywriting to get results, it should both match the mindset of your reader and make it easy for her to read text on a computer screen.
You waste a lot of money when you hire a copywriter used to writing just for newspapers, magazines or printed sales letters.
An SEO copywriter specializes in writing online copy that reaches people who search and read online. His copy will get you more online leads and sales than a traditional copywriter, who uses offline copywriting techniques.
What My Natural Supplements SEO Copywriting
Package Offers You
Using SEO copywriting best practices I’ll check and correct the following on-page elements of your web pages:
- your visitor’s path to your shopping cart page (get rid of the stumbling blocks)
- benefit-filled copy that avoids FTC and FDA red flags (if you have a US website)
- magnetic headers (for skim readers)
- ensure your body copy flows naturally and avoids “keyword stuffing”
- strategic keyword placement that won’t annoy your web visitors
- title tags that entice and arouse curiosity
- description meta tags that make your readers want to click to your website
- image ALT text that boosts your search engine optimization
- link text (“anchor text”) that helps your visitors and the search engine spiders
With proper best-practice SEO copywriting your health food website will – over time – (1) rank higher in the search engine results, (2) get more visitors, and (3) get more click throughs to your order page.