https://searchengineland.com/how-to-drive-conversions-with-on-brand-seo-copywriting-301492
One aspect of content writing that is rarely mentioned is writing on-brand content that is both SEO-friendly and appeals to your target audience. Form that perfect marriage, and you are well on your way to driving more conversions — one of the primary goals of SEO — whether you are doing it for yourself or your clients.
In this article, you’ll get the lowdown on why on-brand content is so important — as well as how to curate the right message for the right audience at the right time.
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SEO copywriting: What’s branding got to do with it?
I like to say “2018 is the year of personal branding” given the trends I’m seeing. Though larger-scale business branding is important, I am finding more and more customers are looking to put a “face” to the business they want to work with. It’s not enough to simply drive traffic to your site or share a ton of articles on social media. You have to build a connection with your audience that encourages trust and establishes you as an authority in your niche.
Great SEO copywriting involves much more than simply writing for Google, or even writing for your target audience. It is a beautiful balance of both, and to do it effectively, you often have to think outside the box.
To break it down, SEO copywriting is a way of writing that is both SEO-friendly and speaks to your audience in a way that attracts and converts them. It is NOT a means of simply plugging in keywords and walking away.
In fact, people often ask me about keyword density when it comes to my writing, and in reality, that metric hardly ever pops into my mind.
If you are truly sharing high-quality, accurate and informative content that answers a question your audience may have, it’s already on its way to being SEO-friendly. You then just need to do the research to confirm that those terms have the search traffic and competition level that you are after.
As I mentioned above, your brand message is an important component of SEO copywriting — as is often overlooked by copywriters and SEO experts alike. It plays a huge role in how you write, who you are writing for, the action you want them to take and more.
So, how do you harness your brand message to write SEO content?