What exactly is SEO?

What exactly is SEO?

As a digital copywriter, I inevitably get tangled up in the intricate web of SEO. Many of my clients ask me to optimise their content for Google and other search engines. Some understand how it works; others are a little hazier.

I was all prepped and ready to write an article packed with SEO tips for 2019 when realised that I was perhaps getting ahead of myself. This first “what is SEO” post will help you brush up on your SEO basics, before we delve into top SEO tips in my next article.

So, what is SEO? Why it is important for your web content?

Here are a couple of definitions from the experts:

SEO stands for “search engine optimization.” It is the process of getting traffic from the “free,” “organic,” “editorial” or “natural” search results on search engines. Search Engine Land

Search engine optimization (SEO) is the art and science of driving targeted website traffic to your website from search engines. Backlinko

SEO stands for Search Engine Optimization, which is the practice of increasing the quantity and quality of traffic to your website through organic search engine results.Moz


To sum up in the words of English Copywriter in Paris, it’s all about getting your content to the top of the search engine results page (SERP). Given that, according to Backlinko, nearly 70.6% of web traffic originates from a search engine (a staggering 60% from Google), it’s a pretty big deal.

On average, the top-ranking Google results snap up 20% of clicks (Backlinko). That’s a lot of traffic if you make it to the top!

But, how?

What criteria do search engines use to decide which pages make the shortlist?
  1. Are you relevant?

Google hunts out pages closely-related to the keyword. So, make sure to stick to your topic and have a clear focus. Build your content around your chosen keyword using lots of synonyms too. Your keyword should be included in strategic places like the title, several times in your main text, the name of your image file, and your meta description.

  1. Are you accurate and trustworthy?

Google takes a peek at the number of other pages linking to your page to determine whether you are considered an expert on the topic.

These “backlinks” may be published naturally, or you could actively reach out to share your content. Here are a few ideas.

  1. Are you useful?

It’s all very well being relevant and an expert, but is your content easy to understand and read? Can users quickly find answers to their questions? This one is largely about User Experience. Make sure your content layout is clean and clear, with plenty of subheadings, lists and pictures.

How do you choose your keywords?

The idea is to choose keywords based on the searches your potential customers will make to find your product or access information about related topics.

What would someone who needs the services of a copywriter based in Paris type? Brainstorm your ideas using Google autocomplete to help you.

top english copywriter in paris

experienced copywriter in paris

english copywriter in paris

Or, maybe they are just looking for information about copywriting in general:

High quality english content

how to write compelling web content

top copywriting tips

Google keyword planner is a good place to check the search volumes for each of your terms and get more inspiration. You’ll need to create a Google Ads account first, but this is really quick.

Alternatively, you could test out one of these tools: https://backlinko.com/keyword-research-tools

Final pieces of SEO advice

I’d recommend sticking to “longtail” phrases (3 or 4 words) rather than focusing on highly competitive single words like “copywriting” or “copywriter”.

What else can you do to optimize your website? Keep adding fresh, relevant, useful content as often as possible. Setting up a blog is a good place to start.

This is just a brief introduction and you can find much more detailed advice on the website of the experts I mentioned earlier:

Search Engine Land



 Watch this space, I’ll be looking at SEO tips for 2019 in my next article.

If you have any advice or questions, just leave a comment below!

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