SEO Copywriting in 2023: How to Write Content To Rank on Google

In 2023, the importance of SEO (Search Engine Optimisation) copywriting has grown even more demanding in the ever-competitive online landscape. As the digital realm continues to expand, search engines like Google are consistently refining their algorithms, making it crucial for in-house marketers and business owners to gain a competitive edge and achieve online success. But how can this be done? Forget sticking your face against the digital window pane each day waiting for a new update to fling you into a frenzy. The answer lies within SEO copywriting or SEO content writing. So, let’s take a look at how you can harness effective copywriting techniques to write content to rank on Google in 2023. 

Understanding the Evolving Landscape of SEO Copywriting

SEO copywriting is not a new concept. It’s been around for as long as search engines have existed. However, it has evolved significantly over the years as search engines have become more sophisticated and user-centric.

SEO copywriting is no longer about stuffing keywords or manipulating rankings. It’s about creating content to provide value to your audience. It should answer their questions while being optimised for both search engines and humans, using a combination of on-page and off-page elements. The primary goal is to improve your website’s search engine rankings, making it more visible to users searching for relevant information or products. How? SEO copywriters strategically incorporate keywords, meta descriptions, headers, and other on-page elements to make content more attractive to search engine crawlers.

Elevate search engine rankings by following these SEO copywriting tips:

• Keyword Optimisation

SEO copywriters conduct thorough keyword research to identify the terms and phrases potential visitors use when searching for content related to a specific topic. These keywords are then strategically integrated into your website’s content to improve its chances of ranking higher on search engine results pages (SERPs).

• Content Quality

While keywords are important, modern search engine algorithms prioritise content quality or content optimisation. SEO copywriting involves producing informative, engaging, and valuable content to not only satisfy user queries but also keep them engaged.

• User Experience

Effective SEO copywriting considers the user experience, including page load times, mobile-friendliness, and overall website design. These factors indirectly impact search engine rankings, as search engines favour websites that provide a seamless and user-friendly experience.

Ever-Changing Algorithms and Updates By Google

The digital landscape is in flow, with Google regularly updating its algorithms to provide users with the best possible results. These updates are designed to combat keyword stuffing, low-quality content, and other spammy practices. The most significant updates, such as Google’s Panda, BERT, and the Helpful Content Update, have ushered in significant changes to the SEO landscape.

• Google Panda

Launched in 2011, Panda aimed to penalise websites with low-quality, thin, or duplicated content. SEO copywriters were forced to focus on content quality over quantity.

• Google BERT

Released in 2019, BERT is an AI-based update that refined the understanding of natural language. It prioritises content that provides answers to user queries, pushing SEO copywriters to create content that aligns more closely with user intent.

• Helpful Content Update

Released in August 2022, Google’s Helpful Content Update focused on the quality and value of online content to improve search engine rankings and provide a better user experience. Further updates in December 2022 and September 2023 became increasingly sophisticated in evaluating the relevance and usefulness of web content, making it crucial for website owners to prioritise creating content that truly helps their audience.

•  E- E- A-T

While not an algorithm update per se, Google’s Search Quality Rater Guidelines place a strong emphasis on Experience, Expertise, Authoritativeness, and Trustworthiness. SEO copywriters or website owners should focus on creating content that exhibits these qualities to enhance their SEO.

Writing Engaging Human-First Content for SEO

One of the most significant shifts in SEO writing in 2023 is the prioritisation of the user experience. Instead of simply stuffing content with keywords, the focus is on creating content to resonate with readers. Here are some key strategies to achieve this:

1. Authentic and Conversational Writing

Develop an authentic and conversational writing style to connect with your audience. Speak directly to them, using a tone that matches their preferences and expectations. Avoid jargon or overly technical language which may confuse or alienate readers.

2. High-Quality, User-Focused Content

Your content should not only address the questions or problems your audience has, but it should do so in a thorough and comprehensive manner. Provide value and solutions to your reader’s queries. Use data, facts, examples, or stories to illustrate your points and make your content more engaging.

3. Enhancing Readability

Improving readability is essential for keeping your audience interested and satisfied. Break up content with shorter sentences and paragraphs. Use bullet points and subheadings to make your content scannable and easy to follow. Use images, videos, or other visual elements to complement your text and make it more appealing.

Incorporating SEO Techniques in Content Creation

SEO writing in 2023 still requires technical aspects to help your content be found and rewarded by search engines. Here are some key elements to focus on:

1. Keyword Research

Keyword research remains a fundamental aspect of SEO writing. It helps you identify the words and phrases your target audience uses when searching for your topic. Keywords help you attract relevant traffic and rank higher on SERPs (Search Engine Results Pages). Use tools like Google Keyword Planner or SEMrush to discover relevant keywords. In 2023, the emphasis is not just on broad keywords but also on long-tail keywords that reflect user’s specific queries.

2. On-Page Optimisation

On-page optimisation involves optimising elements within your content, such as titles, meta descriptions, headers, and images. Ensure your primary and secondary keywords are strategically placed throughout the content.

3. Link Building

Link building is the process of acquiring links from other websites to point to your content. By link building, you can significantly boost your ranking potential, as it signals to search engines your content is valuable and trustworthy. However, link building has evolved over the years, and you need to focus on quality over quantity. Build high-quality, relevant backlinks from authoritative and reputable websites related to your niche.

4. Semantic Relevance

Understanding semantic relevance is vital. It’s not just about including keywords but also about how various words and phrases relate to the main topic. Google now comprehends context and intent, so it’s essential to create content that naturally incorporates related terms and concepts.

Leveraging Content Optimisation Tools and Resources

To excel in SEO writing in 2023, you can harness various tools and resources to make the process more efficient and effective. Some of the key tools include:

1. Keyword Research Tools

As mentioned previously, Google Keyword Planner and SEMrush are fantastic keyword research tools that can help you identify the most relevant and valuable keywords for your content.

2. On-Page SEO Analysers

SEO tools like Yoast SEO or Moz can assist in ensuring that your content is optimised effectively, from titles to meta descriptions.

3. Content Performance Trackers

Track the performance of your content using tools like Google Analytics or Ahrefs. This data can help you refine your content strategy over time.

Stay Ahead of SEO

Mastering SEO copywriting in 2023 is essential for improving search rankings and your website visibility. The evolving landscape requires a balance between technical SEO elements and a user-first approach. By prioritising authentic, engaging, and informative content while incorporating the latest SEO techniques and tools, you can position your website for success in the competitive digital arena.

Remember, SEO writing is a continuous learning process, and staying adaptable in the ever-evolving SEO landscape is the key to long-term success. Keep learning and applying the strategies discussed in this article to stay ahead of the SEO game in 2023.

If you’re looking for further help with your business’s SEO, our Perth SEO copywriters can help. We apply tried and tested SEO copywriting techniques to your specific industry and brand to create unique, engaging, and optimised content designed to improve your rankings. For general SEO or digital marketing assistance, contact our leading SEO agency in Perth today to find out how we can help you bloom!