What is SEO?
SEO, or Search Engine Optimisation, is a technique used to make your website more attractive to search engines like Google. It could be likened to sprucing up your shop window to catch the eye of passersby. In this case, the passersby are Google, Bing, Yahoo, and other search engines. SEO arranges and describes your services in a way that Google’s system both understands and likes. This involves using certain words that people often type into Google when looking for therapists, linking to other respected therapy-related websites, and ensuring your website is easy to navigate. The better you do this, the higher your website appears in Google’s search results when someone searches for “counselling in yourlocation”, for example. The ultimate goal is to appear on the first page of the search results, and as close to the top as possible, because that’s where most people tend to click.
What is SEO Copywriting and Why is it Important?
SEO copywriting is about creating compelling, valuable content that targets specific keywords so that search engines show your content to the right people at the right time, thus increasing the likelihood of a prospective client contacting you to arrange a session. This involves much more than just stuffing keywords into a block of text; I’m sure we’ve all seen examples of this across the web, and it doesn’t make for a good user experience. SEO copywriting, by contrast, involves creating content that appeals to both search engines and human users. It seamlessly integrates target keywords in an organic and meaningful manner without sacrificing readability or value. This balance is really important, because while search engines determine your site’s visibility, it’s the human users who read your content, engage with it, and ultimately decide whether or not to contact you.
Quality SEO copywriting can provide you with an edge in today’s competitive digital space. With billions of searches conducted on Google each day, ensuring your content is optimised for search engines can dramatically increase your online presence. By combining SEO and copywriting, you provide valuable content to your readers while increasing your visibility on search engine results pages (SERPs). When SEO copywriting is done well, it can result in an increase in organic (non-paid) traffic, higher engagement from prospective clients, and an increased likelihood that they will take action, whether that is signing up for a newsletter, downloading a resource, or booking an introductory session.
Mastering the Art of SEO Copywriting
The first step towards becoming proficient in SEO copywriting is to know your audience. What are their interests? What problems are they trying to solve? The better you understand your audience, the more effectively you can create content that appeals to them. It is also important to know what keywords your audience is using to find content similar to yours. For example, if you offer couples counselling, what search terms are people using to find help with their relationships? Some people may already be looking for couples counselling and may search for “couples counselling in yourlocation” or “relationship counselling yourlocation”. Others may at this point be searching for “communication problems in relationship” or “arguments in relationships”. If you write a couple of high quality blog posts addressing these issues, prospective clients will see that you understand their problems and that you are likely to be able to help them.
Your content should be of good quality and be written in a natural style, rather than in pursuit of higher Google rankings. SEO does not stand for “Stuff Every Opportunity”! Above all, ensure that your content is easy to read and is aesthetically pleasing. Break up long blocks of text with subheadings, bullet points or images to improve readability.