The concept of copywriting today is understood too broadly to refer to something specific. “Copywriting” includes writing the text for email marketing and long-form articles, sales text for chatbots and much more. For this reason, copywriting and text tools are also inseparable from marketing trends in general.

Usually, a copywriter has tasks and requirements based on new trends, updated algorithms or popular topics. The applications, tools and competencies, especially in the realm of search engine optimization (SEO), are ever-changing – we can see this in action with online courses, which frequently develop new programs and lesson plans.

The idea that “content is king” still rings true today, and the demand for an “SEO copywriter” has grown. If you want to know more about SEO copywriting from the point of view of experts and how to write great content in 2020, read on for some essential tips.

Rule 1: Creative Copywriting Changes But Some Things Stay the Same

The skill to write interesting, easy-to-read and well-structured content will never become obsolete, so it’s worth producing this type of content regardless of trends – especially if you are a startup owner who wants to attract an audience for your business and gain loyal followers.

Let’s talk about specific rules in copywriting. First of all, you need to remember that creative copywriting must follow up-to-date requirements. SEO copywriting is a trend in itself, and you have to learn how to write well according to the modern rules.

In general, business owners and entrepreneurs will be in need of content writers to promote their projects, services or business value. They will hire an SEO website content writer to create texts for emails, blogs and ads – these texts are largely how brands maintain awareness in 2020.

Knowing how to write in general, how to write for websites and understanding the art of brand storytelling will always be necessary to write for SEO. There’s always more to good copy than SEO techniques – audiences have to want to read the marketing content being produced, and quality content is the only way to do it.

Rule 2: Understand SEO Techniques and How to Communicate With Clients

As we live in an era of written communications, you need to use your words wisely to appeal to your audience. Spend time selecting the right words, whether for correspondence by mail, in chat rooms or to communicate your brand message to users and readers. 

Today, access to the audience is absolutely everything, and we’ve never been closer to the audience than we are right now. Since the invention of printing, there have always been many barriers between the author and the reader, from the publisher who made the decision to publish to the person who delivered the newspapers to the reader. And between them, there were editors, proofreaders, layout designers, typesetters and a half dozen other people who could change the main message and bring another point of written communication.

Today, thanks to social networks, any of us can become a published author in minutes – not only publishing a text but getting an audience. This is a new and wonderful world. However, to find the audience and to make your content and message visible, you have to use SEO. Here’s how to go about it:

  1. Learn the SEO basics then follow new trends and learn other expert techniques.
  2. Conduct keyword research and find the best matches.
  3. Be relevant and communicate the correct message to your audience.
  4. Avoid keywords stuffing and other SEO crimes.
  5. Analyze featured snippets and write according to topics and questions that interest your target audience.
  6. Choose the correct titles and header.
  7. Focus on the meta-tags: You have to optimize them.
  8. Provide a unique text with valuable information.

Rule 3: Put in the Time to Find the Right Words

You have to write content according to your specific genre and style and keep the voice of your company. It’s not only about keywords and technical aspects; your work should also be unique and interesting, bringing real value to readers.

Learning to work with the text is vital. If you work in a software niche with an intellectual product that can neither be felt nor tested, the challenge lies in using the correct words to describe your product in the simplest way while simultaneously applying SEO techniques. You can find experts who natively know how to talk about your business niche and can write this type of content in the best way, taking into account modern SEO trends.

Rule 4: Follow the Marketing Trends

Marketing is the closest friend of SEO. Users trust in advertising and content, so you need to keep up with the latest industry trends and news. Every year the online audience is growing, and more people are starting to use marketing techniques. The last thing you want is to be left behind.

Rule 5: Look Into the Future

Sales-focused copywriting is changing all the time. For example, writing a simple and succinct script for a chatbot, with an in-depth understanding of the client’s pain points, would not have been a task for an SEO and marketing copywriter a few years ago.

Web copywriting in 2020 has been moving in a very particular direction. Expensive advertising campaigns and sales channels have been introducing more complex technologies, like auto-funnels with notifications and retargeting, auto-workshops, chatbots and ringing. Of course, copywriters are needed to write message chains, create texts for signatures and product pages, write webinar scripts and even call and message scripts for sales managers.

These methods, though increasingly popular, are complicated and costly, and it is already difficult for micro-businesses to afford it. A truly automatic funnel with all the bells and whistles is a major cost.

Rule 6: Write Long-Form Content for SEO

Tough sales methods require lots of text, especially with buyers growing rapidly. Each potential buyer needs to understand a company and its brand, how reliable it is and if there is a community of “fans” around it.

You need to connect with your audience – write cleverly, build relationships with readers and potential clients and turn them into regular customers rather than one-time buyers. And here, too, there is work for copywriters: They will need to write live posts and long-read articles, use storytelling and tactics of lively persuasion in texts, draw up a funnel for warming up and send out newsletters.

Rule 7: Do Not Forget About Voice Search

With the widespread use of virtual assistants in smartphones, more and more requests will be made through voice search. Already, there is a trend towards adopting SEO copywriting for voice query language. Voice search scripts are a whole new ballgame when it comes to SEO copywriting, but it will likely become increasingly popular.

Rule 8: Figure Out Your SEO Content Strategy

Content for articles and sites in 2020 should be exclusive and produced by many experts, writers, SEO specialists and marketing professionals. You should provide complete information and comprehensive answers to users’ requests. Your content has to have a strategy too. It is easier to produce text if you assemble a team of quality authors and occupy a specific niche with a strategy.

Rule 9:  Always Provide Useful and Reliable Information

Today, search engine robots have learned to rank content by benefit. Poor-quality content is already being ignored – not only by search engines but by users. According to SEO experts, robots will learn how to determine the rewrites of the first page of results, and low-quality articles will not be indexed and ranked by search engines like Google. 

Final Thoughts

An important thing to understand is that you need to communicate with your audience daily. You can also use new SEO trends as the basis for promoting your service or brand to push you higher up on the search engine results pages (SERPs). But some things will never change – storytelling has always been the main branding tool.

Read articles by the founder of any branding theory and you will find that a good story is the main engine of the whole. Good stories can help to grow your business.

In the game of personal branding, when clarity and quality content – as well as your message – shine through, half the SEO copywriting battle is won.

Jeff Blaylock

Jeff Blaylock is an SEO copywriter and editor. He also thinks that communication with the audience, what to write about, for whom to write, how to sell your copy could be also achieved with great SEO techniques. But for this, you need to dig deep inside new trends and possibilities. So get ready as in 2020, your strategy requires a different level of honesty and quality writing.

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