SEO and copywriting are two fundamentals of the eMarketing. Mastering both of these Internet marketing techniques are strongly recommended. However, using both of them can be sometimes conflictual. So, how to combine effectively SEO and copywriting?

Differences between SEO and Copywriting

Whereas SEO (Search Engine Optimization) focuses on writing for search engine robots, Copywriting mainly concentrates on writing for Human readers. Whereas SEO allows you to rank higher in the SERPs (Search Engines Result Pages) and thus attracting a qualified traffic of visitors, copywriting allows you to retain the visitors on your website.

Combining SEO and Copywriting

Though combining both SEO and copywriting is obviously recommended, these two eMarketing disciplines might be conflictual.

Let’s take an example. A good title is essential both in terms of SEO and copywriting.

Example of a SEO title

Let’s image that you write an article about SEO. Then, in order to be high positioned in the SERPs (Search Engine Result Pages) on this keyword, you might want to choose the following title which contains the two elementary keywords you might rank for that are « SEO » and « Search Engine Optimization » :

• SEO Title: SEO – Search Engine Optimization.
• Comment: Though being  very targeted to robots, this SEO Title certainly does not fit (human) readers.

Example of a copywrited title

Then, in order to attract and retain readers on your article, you might want to rename it this way:

• Well-written Title: How to turn your website into a real traffic machine?
• Comment: This catchy title contains no real keywords but will certainly attract the visitors willing to optimize their website.

Best Practices: Combining SEO and Copywriting

A best practice combination could be this one for title: What are the best SEO (Search Engine Optimizations) techniques to optimize your website?

• A best practice combination could be this one for title: What are the best SEO (Search Engine Optimizations) techniques to optimize your website?
• Comment: Though a bit longer than the precedent ones, this title effectively combines both the advantages of SEO and copywriting.

The importance of Backlinks

Backlinks – or incoming links to your web pages – has now becoming an essential factor to rank high in the SERPs. That’s why, it is also very important – once your article is published – to generate backlinks to your new article with a relevant anchor text. In our example, the anchor text could be « SEO techniques » or « SEO tips « , etc.

Definition of SEO

SEO (Search Engine Optimization) defines the process of optimizing the visibility of a website in the SERPs (Search Engine Result Pages).

Objective of SEO

The objective of SEO is to generate a qualified traffic of visitors on a website  on a mid-term perspective thanks to a a high positioning on a predefined strategic set of keywords. Generally following a web audit, SEO is a capital step to acquire key positioning in the Search Engines Results Pages (SERPs) and therefore gain visibility and influence on a specific issue.

From SEM to SEO

In order to define accurately the set of keywords, it is highly recommended to evaluate before their traffic and conversion potential through the implementation of a SEM (Search Engine Marketing) campaign using for example Google AdWords.

From SEO to SMO

Finally, it is highly recommended to combine a SEO strategy with SMO (Social Media Optimization) techniques in order to maximize the visibility of your website by generating high quality backlinks.

SEO for European public affairs

In any case, SEO can help you to increase the traffic of your website while acquiring key positionning in the SERPs on your specific issues. In other terms, SEO is the best guarantee that your messages will be efficiently conveyed online on mid-term perspective.  Together with Web Analytics, SEO is to be implemented at the very beginning of any eMarketing campaign.