In the world of digital marketing where competition is raging, it is increasingly difficult to succeed in standing out from the crowd. Mean by that: to be visible in the search engines, to attract the attention of the Internet user, to incite him to action and to retain him. A copywriter who knows how to skillfully handle copywriting and SEO web writing will be a valuable asset in arousing the interest of Internet users and sustainably satisfying your customers or readers. But what do these buzzwords mean in the web marketing microcosm? Are they really different tools? How to combine them effectively? Let's take a closer look at all of this!
Copywriting: the art of inspiring prospects to take action
Capture attention with a copywritten headline
Copywriting is not something new in marketing. It has long been called “design-drafting”. However, it is particularly suited to the volatile and overstressed readership of the Internet. It is a powerful editorial tool of persuasion, often defined as an impactful writing technique aimed at triggering the reader's purchase. But it also has a larger purpose: to capture attention. It can be used when writing a title to stand out on the results page of a search engine. It is also very effective to copywrite a newsletter object to encourage the opening of it. You can also use this blue tick technique to bring out a account on social media verification agency. The first action to generate in your reader being to click towards your content,
Encourage action by mastering persuasive writing
Copywritten content often has the ultimate goal of buying the reader, but not only! More generally, it is used to trigger an action. It can be for example:
- make a purchase;
- to order;
- give his email;
- click on a link;
- download a document, software or application.
This writing technique must arouse interest, challenge, surprise, seduce. It is necessary for this to use powerful words and to adopt a tone and a message perfectly adapted to its target. This deep understanding of your reader's wants and needs, mixed with a dash of creativity and a dash of boldness, are the ingredients of good copywriting.
SEO web copywriting: offering well-referenced quality content
Natural referencing: content optimized for search engines
Most internet users will never see the results of their searches beyond the first page of Google. The relevance of SEO (Search Engine Optimization, which means “optimization for search engines”) then takes on its full meaning: what's the point of having a perfectly written site if no one comes to it? An important part of natural referencing consists of arranging a certain number of queries and keywords in the written texts. This allows search engine robots to quickly understand the subject matter and offer it to Internet users who have typed a search associated with it. To learn more about SEO and listing a site on Google, go here.
Web writing: the importance of providing quality informative content
Getting people to come to your site is important. But making them want to stay and come back is even better! This is the whole point of offering your readers quality content, rich in information, well sourced and pleasant to read. This is what will satisfy them, give them confidence and therefore retain them in the long term. For this, it is essential to really create value and offer it to your readership through your texts. It can be, for example, giving tips, answering questions, providing information, etc. If SEO is primarily aimed at search engine robots, pure web writing is primarily aimed at the human who reads the text behind his screen.
Copywritten texts and SEO: differences and similarities
Differences between these two writing techniques
- Copywriting speaks directly to the reader to emerge from the mass of information available on the Internet and generate action. SEO web writing seeks to be identified and highlighted by the search engine algorithm.
- Persuasive writing plays a lot on the emotional. Content optimized for natural referencing is more based on pragmatic and sourced information.
Common points between these two styles of writing
- Let's start with the obvious: both are about writing content on the Internet for marketing purposes.
- You have to know how to handle the pen (or the keyboard in this case) well enough to offer the Internet user a pleasant reading experience and convey your message as well as possible.
- Mastering the basics of marketing and the ability to understand the expectations of the target audience are fundamental to best applying these two editorial techniques.
Copywriting and SEO web writing: knowing how to combine them to boost your digital marketing strategy
Use these two techniques separately on the different media of a communication plan
It is quite relevant to adapt the choice of editorial tool to the medium used. This makes it possible to offer a more complete global approach, and to play the card of natural referencing or copywriting without spreading it too thin. This may involve, for example, associating a blog containing SEO-optimized articles with a copywritten sales page that offers its customers an article related to the theme of the blog. It is also possible, on the same website, to write a home page optimized for search engines coupled with a copywritten newsletter subscription page.
Mix copywriting and natural referencing in the same editorial content
Above all, it is necessary to specify that very often a text cannot be completely optimized for search engines while being perfectly copywritten. But by skillfully handling the query and the keywords chosen for search engine optimization, it is possible to “dress” them with wording that appeals and incites action. The content and the form then combine so that your content is seen, read, appreciated and so that it achieves its marketing objectives. For example, SEO-optimized texts often contain a call to action, which will always be more effective with copywritten wording.
A good web writing job is not limited to writing well or even knowing how to use tools such as copywriting or SEO. It also involves clearly identifying the main objectives of your communication plan. It is then necessary to find the right balance between the different editorial means to reach them as effectively as possible. Sometimes it will be necessary to favor a strict SEO structure, associated or not with purely informative and didactic content. In other situations, it will be more relevant to opt for a copywritten approach in order to attract attention in a powerful way without worrying too much about natural referencing. Very often it will be necessary to be able to skillfully mix these two techniques to obtain an optimal result.