SEO Copywriting Tutorial: From Start to Finish

Last updated: Jun 25, 2023

The video is a tutorial on SEO copywriting, covering the research phase and outlining steps to create content that satisfies both search engines and human users.

This video by Ahrefs was published on Nov 16, 2022.
Video length: 11:00.

The video is a tutorial on SEO copywriting, which is the process of creating content that is both appealing to human users and easy for search engines to read and understand.

The tutorial is broken down into three stages: research, writing, and optimization. The first stage focuses on researching search intent and creating a thorough outline based on similarities among top-ranking pages. The video emphasizes the importance of not copying content but rather extracting important subtopics and industry jargon to cover a topic in full.

The tutorial uses a hypothetical example of creating content on how to get better sleep for a company that sells sleep-related products.

  • SEO copywriting needs to satisfy both search engines and human users.
  • The tutorial covers the research phase and steps to create content that satisfies both search engines and human users.
  • The tutorial uses a hypothetical example of a company that sells sleep-related products.
  • The tutorial is divided into three stages: research, writing, and optimization.
  • The research phase involves checking search intent, creating a thorough outline, and analyzing top-ranking pages.
  • The writing phase involves writing a compelling headline, introduction, body, conclusion, and using internal and external links.
  • The optimization phase involves optimizing the title tag, meta description, URL, images, content, and proofreading/editing.

SEO Copywriting Tutorial: From Start to Finish - YouTube

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Introduction

  • SEO copywriting is challenging because it needs to satisfy both search engines and human users.
  • There are ways to satisfy both while writing in a natural and organic way.
  • The tutorial will cover the research phase and steps to create content that satisfies both search engines and human users.
  • The tutorial will use a hypothetical example of a company that sells sleep-related products.
  • The tutorial will be divided into three stages: research, writing, and optimization.
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Research Phase

  • The first step is to check search intent for the target query.
  • Google gives clues into search intent right within the search results page.
  • The second step is to create a thorough outline based on data.
  • The best place to start building the outline is to look for similarities among the top ranking pages.
  • Looking at the top articles on how to get better sleep, you'll notice that they all talk about foundational sleep tips.
  • Checking for common keyword rankings among the top ranking pages reveals insights about what the target audience is looking for.
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Writing Phase

  • The first step is to write a compelling headline that includes the target keyword.
  • The second step is to write an introduction that hooks the reader and includes the target keyword.
  • The third step is to write the body of the content, including the subtopics and industry jargon extracted from the research phase.
  • The fourth step is to use internal and external links to provide additional value to the reader and improve SEO.
  • The fifth step is to write a conclusion that summarizes the main points and includes a call to action.
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SEO Copywriting Tutorial: From Start to Finish - YouTube

Optimization Phase

  • The first step is to optimize the title tag and meta description to include the target keyword and entice clicks.
  • The second step is to optimize the URL to include the target keyword.
  • The third step is to optimize the images by using descriptive file names and alt tags that include the target keyword.
  • The fourth step is to optimize the content by using header tags, bullet points, and bold/italic text to make it easy to read and scan.
  • The fifth step is to proofread and edit the content for grammar, spelling, and readability.
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Research Phase

  • Understanding how to best serve visitors to your page.
  • Analysis of competing pages to find subtopics and key phrases.
  • Identifying the intent behind search queries.
  • Using tools like Google Keyword Planner and SEMrush to find relevant keywords.
  • Creating an outline based on the research findings.
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Drafting Phase

  • Writing styles may vary, but the goal is to educate, entertain, and/or delight readers while leading them closer to a conversion goal.
  • Having an intro that pulls in readers is critical, and the PAS formula (point out a problem, agitate it, and offer a solution) is a simple yet effective method.
  • The body of the content is where you'll sell your products or resolve the reason for a visit, providing immense amounts of value and delivering on your headline.
  • The conclusion wraps things up and directs visitors to a destination, such as a sales or checkout page or another informational content.
  • Not leaving visitors at a dead end and pointing them to related content can help build trust with your audience.
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Editing Phase

  • Ensuring messaging is right, on-page SEO optimizations have been done correctly, and the content flows smoothly.
  • Adding annotations, shortening sentences and paragraphs, and adding multimedia to improve readability and digestibility.
  • Reading the copy out loud to pinpoint areas where the content may not flow smoothly.
  • Simplifying the complexity of the content by using simpler language and removing industry jargon when possible.
  • Aiming for a 6th to 8th grade reading level.
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On-Page SEO Best Practices

  • Using relevant keywords in the title, meta description, and throughout the content.
  • Using header tags to structure the content and make it easier to read.
  • Optimizing images with alt tags and compressing them for faster loading times.
  • Linking to relevant internal and external content.
  • Ensuring the website is mobile-friendly and has a fast loading speed.

Watch the video on YouTube:
SEO Copywriting Tutorial: From Start to Finish - YouTube

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