SEO Copywriting Training and Tips; Copywriting Tutorial
welcome to this video what we're going to talk
about today is how to write copy with seo so basically search engine optimized copy in this
video you're going to learn what is seo how is it connected to copywriting i'm going to show you how
to do keyword research or at least how to verify keywords i'm going to also walk you through the
terminology of seo and i'm going to show you an example of copy written with seo keywords in the
copy so if you're ready let's get into you that i knew my that are new which most of you will be
at this point because the channel is pretty new my name is adriana i'm a copywriter i started
copywriting with no higher education no experience i was working a completely different field no save
that money no gurus i learned everything by myself and now i'm a full-time copywriter i won't promote
their work from home or i travel a lot as well so basically what i'm doing here is i'm trying to
teach you to become a copywriter just like i have let's start off by talking about seo a little bit
so seo starts for search engine optimization and basically it does what it says on the tin so
it's aimed at optimizing content on any given web page so that it's easily discovered by search
engines now search engines are things like google and also youtube amazon bing yahoo and all these
different websites where we go to looking for information products services etc your copywriter
right you're a freelance copywriter let's say you might not be but you're a freelance copywriter
and basically you have the service that you're offering to businesses which is co copywriting so
you have two ways of advertising your business you can even go to a platform like facebook where you
create an advertising campaign and you pay for the campaign and then you get leads through the paid
campaign what you can do is also you can count on people discovering your service through websites
like google now how does that actually work that i can go to google i can type in copywriter and then
i will get a list of services and what determines who is shown to me first because as you probably
know by your own example when you search something on google what usually happens is you go for the
first the second result you don't really go to page 200 but there are millions and millions of
web pages that match what you're searching for so how does the algorithm determine who is
shown first to the person that's searching so basically this is where seo comes in
the algorithm so google's algorithm is very very smart and what it does is it crawls
through all the different pages on the internet scanning for things like keywords and content
and types of content and basically the algorithm determines based on that determines
which web page is most likely to please the person that's searching that's essentially
what google is trying to do google wants to please its customers therefore it's matching
the web page which it thinks are the best to the top of the search results so if you want
to be in the top 10 a certain criteria you have to fulfill in order to be shown at the top of
the results and this is essentially what we're doing when we're writing seo copy we're making it
search engine friendly so that our customer can work towards being in the top result the customer
will approach you and they will ask you to write them for instance seo friendly home page content
or seo friendly home page copy correct so what's going to happen from there is you will receive
keywords or you'll have to do keyword research so keywords are really important you're in a rush
and you're trying to find for instance the nearest coffee shop right so you just type in something
like coffee london like we never type in full sentences when we're talking to google like
hello google would you mind telling me where the nearest coffee shop is please because that's
just not we've learned to disrespect google on some level that we don't and the algorithm has
picked this up so the algorithm understands so a keyword could be something like copywriter london
copyright in new york or freelance copywriter or a sales page copywriter so then what happens
is google keeps data on the search terms that are being typed in so we can access this data through
different tools and this is how we would do seo keyword research and i'm about to show you
okay so i'm about to show you how to do keyword research um and this is going to be basically
like a rundown a very brief rundown because i want you to know how to do it but then also
it's such a complex topic that might take a while but then also a lot of the times your clients
will already give you the keyword so all you need to do is just verify them and make sure that
they make sense so let's start off by going to google because google is the number one free tool
for keyword research and this is what you can do to just discover the general terms people search
for so let's start off by typing copywriter just to see what we come up with right let's
say that we're just researching this because we want to do a copywriting service i want
to market a copywriting service for a client so here we get a bunch of results correct like um
first of all these are paid ads right you see the little ad bold text in the left top corner so
google is trying to kind of incorporate the ads so they're not so flashy because what people tend
to do is kind of skip the ads and then just go straight down but these businesses have paid to
be shown on here so google needs to find a way to make sure that they get the clicks that
they're paying for so i naturally skip ads because we don't want the paid search
we want the organic search right so the first thing that comes up is how to become
a copywriter right this is not what we want we want to look for a copywriting service but then
what happens is you get down here you get some book recommendations so again if you were
sending a copywriting book you would use certain copywriting keywords so then google shows
up shows your book to people that are searching then this is where the gold is children here
you have different related searches and this is where a lot of keyword research comes from the
related searches you have like copyright salary copyrighted jobs freelance copywriter that's
something that you might want to consider if you're a freelance copywriter
and you're advertising a freelance copywriter service um and the rest seems to be
aimed at people who want to become copywriters so let's click freelance copywriter and see what
happens again we scroll down to the recommended people also ask how do i become a copywriter
what exactly does a copywriter do can anyone so this is again what we get is the general
feel that the people that type in copywriter are people that want to become copywriters so
let's change this and type in copy writing service but then here you have refined the search
copywriting services marketing copywriting services uk white label cop so here is
a more um more what we're looking for right we have this refined a search six more
copywriting services usa how to offer copy so you see you get all these keywords that you
might want to use on your website because if you have these keywords in your website you're
going to come up when people are searching so for instance if your website contains a lot
of the keyword copywriting services marketing then when people click this and
given that you fulfill all the other criteria you have a higher chance of appearing in
one of the top results for um copywriting services marketing and then if you had a more localized
business like for instance let's say birmingham you know you'd have a higher so the more
defined that key term is the easier it is to rank for it so for instance long phrases
that are very specific um like if your parents selling a pair of red shoes there's going to
be billions of them on there on the internet however if you're selling a pair of red velvet
shoes on a high heel that are a size 38 and are brand new and they were bought from zara
originally you have all these different criteria that is going to narrow down how many people
how many other products like this exist on the internet there are also other tools that allow you
to um do keyword research now i'm just going to show you one just so you get an idea of what you
what what data you can access um but you can kind of dive into this a little bit deeper by yourself
by searching in google the different keyword research tools now this tool is called a hrefs
and um basically it has a keyword explorer um option and then you see all the different
search engines it supports like google youtube amazon bing yahoo yandex and more
i've never even heard of yandex baidu down never and says nam i guess that the
some of these could be foreign ones so then um you would click for instance
google and you type in copywriting service and here you get all kinds of information
all kinds of data first thing that you get is keyword difficulty so this is basically an
estimation of how difficult it's going to be for you to rank for that keyword then you have
the search volume monthly search volume is 450 in the united states and the global one
is just 700 so as you can see it's not uh it doesn't seem to be in a it's not something
that's in a lot of demand anyway uh we scroll down uh also you get cost per click so for instance if
you advertised in google like you saw the first top results if you put yourself up there it would
approximately cost you eight dollars per lead per click to your website so you should not even
per lead it would cost you approximately eight dollars for every person who would click um to
your website and then what we have is terms that match so web copywriting so so basically it gives
you suggestions of other keywords that you could look at questions so questions that people ask
with that keyword in the question um also rank four so this is basically related terms that you
could try to rank for and also talk about so again related searches are not with the actual terminal
and then you have position history so it shows you which um which websites have previously ranked for
for the specific key terms and how it's moved uh and then you get the serp so serp is for instance
i will show you what serp is like a snippet that's been taken out of a webpage so basically means
that you don't have to click a web page you just type it into google and there it comes up
copywriting the activity or occupation of writing the text of advertisements or publicity material
so you see you didn't actually have to click into any website google just took a snippet out of a
website a dictionary website and put it on there and adapted it so you could see what copywriting
is without entering into any specific web pages the reason you might want to have access to this
information like the the volume the search volume the cpc and the difficulty is because if a client
comes to you and they give you a bunch of keywords that they think they should be ranking for and you
have no way of verifying whether these are good keywords or bad keywords then basically you will
end up writing copy and if the client didn't pick good keywords your copy is not going to get them
ranked like they wanted it to be so in my opinion it's good to have like a global understanding
of marketing that's why it's good to it's good that you're learning about seo now and about
keywords so that when you have an order that involves seo you can actually verify it yourself
so of course there are many factors that go into the effectiveness of a sales page or website or
an ad if you can verify the keywords yourself you give yourself a better chance of making
sure that your copy is going to perform well and you're going to have a happy customer
who's going to recommend you and who's going to want to do business with you in the future
or you will be more valued if you can input um if you can input more advice into different
parts of the strategy that goes around the cops so guys i know that this is kind of a complex
topic to grasp i'm hoping that i hope that i'm giving you a good basic understanding and now
just to show you what happens afterwards so let's say you do all this research on google
and you use the different um keyword research um tools that um that i'm going to share with
you in the description below what happens then is you would compile a list of keywords so i'm
going to show you an actual example from one of my own clients where we did the keyword
research so here as you can see i compile a spreadsheet which knows the keyword difficulty
the monthly search volume and the cost per click now the reason okay so the difficulty you want
to be in the medium to low range for new websites and then for well-established websites you would
want to go you could go into the higher difficulty keywords but of course the lower the difficulty
the better but you want the difficulty to be paired with good search volumes so you want it to
be i mean at least 100 but the more the better so for instance you can see good keywords will have
like a low difficulty and a high search number now the reason we take note of cost per click
even though we're only doing organic marketing is because if people are advertising and they're
paying for the advertisement and there's money that's going into advertising a certain
keyword that generally is a good indicator that the keyword is profitable for the business
so as you can see i divide my category my keywords into different categories depending on the service
that my client is offering and then i would compose website pages or blog posts or whatever
we're working on using these specific keywords so what i'm going to do now is i'm going to
show you how do you write copy with the keywords because this can be a little bit trickier if you
have an awkward keyword like copywriting services how many times can you put it into the copy
without it sounding weird or without there being too much of it right so there's always
a balance that you have to maintain between because copywriting is all about writing
the way you speak so if you have an awkward keyword in there if you put it in too much it's
not going to be very flowy and it's not going to be very nice it's going to get awkward and robotic
and the thing is that the google algorithms they don't like that so yes they want you to have the
keywords in the text but they don't want you to stuff it to the point where it becomes difficult
for the reader to actually read what you're trying to say and google's algorithm is getting smarter
and smarter recognizing which websites are just trying to rank and they're not really taking
customer experience into uh into account so what i'm going to do is i'm going to share my
screen with you and i'm going to help you i'm going to show you an example of one second so i'm
just going to take you to google docs by the way i recommend you keep all your work in the cloud
so that you can actually access it um so okay this is the book so i've highlighted um sorry
you guys don't know what this is so this is copy for a book that's being self-published on
amazon and essentially what i'm doing with this copy is i'm convincing the reader to of course
buy the book but by doing that i have certain keywords that i need to include because people go
to amazon searching for books so they might type in something like communication books you see here
or communicate better with so we've already done the research and these are the keywords the ones
that i've highlighted are the ones that we um we decided to use in the actual copy so as you
will see there's not so many of them they're not repeated over and over again because the copy
is quite short i don't have so much space and i will not um i will not sacrifice the quality
and the readability of the copy just to stuff it with keywords so for instance one of the key
words it was communicate better with everyone and there's an easy way to use that when you're
writing copy for a book about communication the first my starter sentence was what happens when
you learn to communicate better with everybody with with everyone then another um another keyword
communication books so you can already imagine someone going to amazon typing in communication
books to um to find a book about communication of course so this is the way they would use it but we
have the term communication books how do we use it in our copy so i thought of using it this way
in the copy i'm talking about someone who is in a situation where they're going through a
conversation and it's very painful and awkward and then i put a sentence in there which
is kind of humorous but uses the key term you thought about all the communication
books you've read in your life and wished you had them with you to knock yourself
unconscious as a way out of the conversation i think it's kind of funny then i had a
bunch of other keywords i wanted to include and here we go we have um i put them into this
this kind of section which said why read this book and then one keyword was interpersonal
communication is something people search for on amazon so the sentence with that embedded
was learn interpersonal communication skills that will help you build meaningful and deeper
relationships with people how to talk to anyone conversation starters how to read people like
a book these are all terms that people are searching for so my job was to embed that
in copy that reads nice and sells the book and then again at the end i just
use the phrase communication book so that's basically how you would write copy with
the keywords and the actual process i recommend is having like the a list of the keywords that
you need to use with you next to you when you're writing the copy so you can keep glancing back at
it and then you can keep getting ideas off of it now another way you might be writing seo friendly
content is for let's say a blog post right so let me click this one now
when you're writing a blog post or website copy you will also learn you should
also learn about tags what they are and how to use them so i'm going to leave some resources
down below but basically what you have is like the h1 tag which refers to basically this you see
how this is an h1 as in it's a bigger because it's written in title and it's a title tag h1
so you have h1 which is the biggest h2 which is smaller h3 which is smaller and basically for
this is about formatting your content so it's seo friendly because google crawlers they look at
this but again i'm gonna leave more stuff in the in the description because this video will go on
for literally hours if i wanted to explain it all to you you should read like a few websites and a
few articles maybe a few books about this to get a good understanding but basically formatting is
a big part of seo as well you want to format it in a way that's seo friendly as well as including
the keywords one more thing that i want to go through is the terminology if you've seen my um
facebook ad copy video then you know i love my then you know that i love my terminology but
actually the reason i go through this stuff is so that when you're having a conversation with
your client and they throw certain terms at you you don't have to do the awkward and will that
mean you can just be like oh yeah i kind of understand what he's talking about or yeah i'm
super comfortable with it so first of all search engine you already know this this is google
but can also be youtube can also be amazon and all these other ones i showed you which i don't
remember search intent this is super important and a lot of people forget about this so when you
have a keyword there's you have to understand what was the intent what's the intent about behind
the keyword so if someone is typing in coffee shop near me what are they looking for they're looking
for information right or if they're typing in copywriting definition they're looking for
information they want to know something if they're writing if the keyword or the key term
is hire a copywriter the intent is very clear they want to hire somebody they want to pay they
want to purchase or if their search term is buy a buy a bike i don't know i think they were buy
flowers they're looking to buy like they know that they or they already know that they want to
buy yes so they're not looking like which type what should i get my mother for mother's day
they already know they want flowers or they're not typing in how to sell more of my product
they're like i already know i need a copywriter so you understand that the search intent is going
to determine how you write your copy because if you're writing to give someone information it's
different if you're writing to sell them something volume so so volume usually refers to the monthly
search for volume so how many people actually type that term into google and how many
like how many people actually look for that specific keyword that you're dealing with tags so i already kind of explained this to you
but tags are basically h1 tag which would be the uh header the heading then h2 is also a heading
but it's like a smaller heading little facebook h3 would be smaller h4 and that is kind
of supposed to determine the importance of the section on the page so under h1 you have
everything so h1 is the most important title h2 could be subheadings h3s will be subheadings
to h2s h4s will be subheadings to h3s and so on optimization so keyword optimization basically
refers to the process of putting keywords into the website content and copy to optimize it for search
engines traffic so that refers to how many people to how many people are coming into the website
this could be either through organic traffic like i said through keywords it could be paid traffic
through ads bounce rate so it's basically how many people come into my web page and then click
of it and this happens usually like for instance if you're um let's say that your keyword term is
copywriting service and or freelance copywriter right this as you search them that you're
optimizing for freelance copywriter and then people type it in and their intent is to learn
how to become a freelance copywriter but your website is for free because you offer services as
a copywriter these people that are searching for a course on becoming copyrighted they will go
to your website and they will click straight offer because they would realize that's not what
they're looking for so this is the bounce rate like how many people come in and then bounce off
the website and then meta oh this is another one i forgot to mention meta title and description or
seo title and description so basically when you're writing something when you're creating content you
will get this extra option of adding the seo title and seo description or meta title and basically
what this is is this what shows up on google so what shows up on you have the option of creating
a different description for google search results like the way google gets these descriptions is
either default which is like just the first few sentences of your content or whatever you give
it so you always want to create a meta title and a meta description let me show you what these
are basically when you go into google do you see how you have like these the blue the title is in
blue and then underneath you have a description you have the option of basically creating this
separately from your web page so for instance you can have one title on your website one um
you know some something that's different to what you're going to put on google and the description
is the same thing you can even leave google to do it that by default which would be basically
the first sentence of the post or the content on your website which might not necessarily make
sense or you can put your own description in now it's very important that you actually put your
own in because essentially what you're doing is if someone is typing in copywriting definition here
and then looking for information and they have tens of websites to choose from you want to catch
them with that title and with the description and make sure that they click so you're already
selling them here this the sale here is to get them to click your website as opposed to the
other tens and thousands of websites there so this is basically the seo title and the seo description
but please note that you have a character limit on these so google is not going to show a huge huge
huge description and it's only very very short just a few sentences and if the same thing with
the title is only a few sentences long but you always want to include your main keyword in the
seo title and your main keyword in the description and maybe try to throw another keyword in the
description as as well as the main one so that's it for today i hope that i explained everything
very well i feel like i was talking very quickly so if you have any questions please leave them in
the comments down below i will respond to them you can also get hold of me on my social media which
is here and i'm mostly on instagram that's why this is the only one that i am listing and if you
like this video please give it a thumbs up it's gonna help other people see it because youtube's
algorithm works like that feel free to also share it save it subscribe to the channel and
keep in touch with me share your progress and yeah i'm excited for you and for your journey as
a copywriter and i'll see you in the next video
