In the competitive world of digital marketing, it’s increasingly difficult to stand out from the crowd. By this I mean: to be visible in search engines, to attract the attention of the web user, to encourage him to act and to keep him engaged. A copywriter who knows how to skillfully handle copywriting and SEO webwriting is a valuable asset in generating the interest of internet users and the continued satisfaction of customers or readers. But what do these buzzwords mean in the microcosm of internet marketing?
Are they really different tools? How to combine them effectively? Let’s take a closer look at all this!
- Copywriting: The Art of Inspiring Potential Action
- Getting Attention with a Text Headline
Copywriting is nothing new in marketing. It has long been referred to as a “design project”. However, it is particularly suitable for the fickle and overprinted readership of the Internet. It is a powerful editorial persuasive tool, often defined as an effective writing technique designed to persuade the reader to buy. But it also has a bigger purpose: to attract attention. It can be used while writing a title to stand out on the search results page.
Content writing the subject of your newsletter to encourage opening it is also very effective. You can also use this blue tick technique to open an account with a social media monitoring agency. The first action your reader takes is clicking on your content.
Encourage Action by Mastering Persuasive Writing
The end goal of copied content is often to get the reader to buy, but not only that! It is more often used to initiate an action. It can be, for example:
- does not make a purchase;
- enter his email address;
- clicks on the link;
- download a document, program or application.
This writing technique should interest, challenge, surprise, seduce. This requires using powerful words and adopting a tone and message that perfectly matches the target audience. This deep understanding of the reader’s wants and needs, mixed with creativity and courage, are the ingredients of good copywriting.
SEO Website Copywriting: Providing Quality Content with Good Reference
Natural Referencing: Search Engine Optimized Content
Most web users never see their search results beyond the first page of Google. The meaning of SEO (Search Engine Optimization) then acquires its full meaning: what is the point of a perfectly written website if no one comes there? An important part of natural referencing is the organization of a certain number of questions and keywords in written texts. This allows search engine bots to quickly understand the topic and offer it to internet users who have entered a related search. Learn more about search engine optimization and adding your site to Google here.
Web Writing: Providing Quality Informational Content
Getting people to your site is important. But what’s even better is that they want to stay and come back! This is the whole purpose of providing our readers with quality, informative, well-sourced and enjoyable reading. It satisfies them, gives them confidence and keeps them in the long run. To do this, it’s important to create value and provide it to your readership through your writing. This can be, for example, sharing tips, answering questions, providing information, etc. While SEO is mainly aimed at search engine bots, pure web writing is mainly aimed at the person reading the text behind their screen.
Copywriting and SEO: Differences and Similarities
Differences Between Two Writing Techniques
Copywriting speaks directly to the reader to stand out from the crowd on the Internet and generate action. The purpose of SEO website writing is to identify and highlight the search engine algorithm.
Persuasive writing has a lot to do with emotion. Content optimized for natural referencing is based on more pragmatic and sourced information.
Similarities Between the Two Writing Styles
Let’s start with the obvious: Both are about writing online content for marketing purposes.
You should know how to handle the pen (or in this case the keyboard) well enough to provide a pleasant reading experience to the web user and to convey your message as well as possible.
Mastery of marketing basics and the ability to understand the expectations of the target audience are essential in the application of these two editing techniques.
Copywriting and SEO webwriting: combine them to improve your digital marketing strategy
Use these two techniques separately in different media of the communication plan
It is quite important to adapt the choice of editorial tool to the media used.
This allows for a more complete global approach and to play with natural allusion or subtext without spreading it too thin. This could mean, for example, combining a blog with SEO-optimized articles with a copy-written sales page that offers its customers an article related to the topic of the blog. On the same website, it is also possible to write a homepage optimized for search engines with a copywritten newsletter subscription page.
Mixing copywriting and natural reference in the same editorial content
First of all, it is necessary to clarify that very often the text cannot be fully optimized for search engines, even if it is perfectly written. However, by skillfully handling the question and keywords selected for SEO, it is possible to “dress up” them with a word that attracts and encourages action. Content and form then come together so that your content is seen, read, appreciated and achieves your marketing goals. For example, SEO-optimized texts often include a call to action, which is always more effective in copywriting.
Good web writing is not just about good writing or even using tools like copywriting or SEO. This also includes clearly defining the main objectives of your communication plan. Then you have to find