SEO Copywriter: writing content that Google and users will like

In today’s digital world, getting your content to appear in Google’s top results is essential for any business or project. However, the challenge is not only to rank, but also to attract and retain the attention of users. This is where the work of the SEO copywriter becomes crucial. It is not only about inserting keywords in a text, but also about creating content that both search engines and people like. For those seeking copywriting services in Mallorca, this skill is especially valuable, as it allows you to connect with local audiences effectively, while maximizing your online visibility.

Seo writing, what is it?

SEO (Search Engine Optimization) is a set of techniques aimed at improving the visibility of a website on search engines such as Google. In the context of SEO content writing, this implies not only optimizing pages so that they appear in the first results, but also creating quality content that meets the needs of users. For an SEO copywriter, the challenge is twofold: he or she must write persuasive texts that capture people’s attention and, at the same time, meet the technical requirements that search engines value. This includes the proper use of keywords, a clear structure, internal and external links, and the correct optimization of elements such as titles and meta descriptions. Copywriting is directly affected by SEO because good positioning will depend on how well the content responds to both the user’s search intent and the search engine algorithms. When the SEO copywriter manages to balance these two aspects, the result is optimized content that not only attracts traffic, but also converts, which is essential for any effective digital marketing strategy.

Keys to writing good SEO optimized copy

Striking a balance between search engine optimization and creating engaging content for users is essential in SEO copywriting. Here are some of the most important keys to creating good SEO optimized copy:

Keyword research

Before you start writing, it is crucial to conduct keyword research. Identifying terms that your audience searches for frequently will help you create relevant content and improve your ranking. Use tools like Google Keyword Planner or Ahrefs to find the most suitable keywords. Remember that it is important to choose both main keywords and long-tail keywords (long tail keywords) that have an adequate search volume and moderate competition.

2. Search intention

It is essential to align your content with the user’s search intent. Ask yourself: what does the user expect to find when searching for this keyword? It could be information, a product or a solution to a problem. Clearly answering this intent will not only improve your ranking, but also increase the time the user spends on your page.

3. Content structure

Well-structured content is essential for both users and Google. Divide the text into sections using headings (H1, H2, H3), which not only make it easier to read, but also indicate to search engines the hierarchy of information. Short paragraphs, lists and bullets help improve readability, which translates into a better user experience.

4. Natural use of keywords

It is crucial to use keywords naturally throughout the text. Avoid “keyword stuffing”, that is, do not abuse keywords, since Google penalizes this practice. Place keywords strategically in titles, subtitles, introduction and conclusion, without forcing their inclusion. The text should flow naturally for the reader.

5. SEO meta descriptions and titles

Titles and meta descriptions are the first things users will see in search results. Make sure these are attractive and persuasive, as they can make the difference between a user clicking on your link or your competitor’s. In addition, it is essential to include the main keyword in the title and meta description to improve SEO.

6. Image and media optimization

Don’t forget to optimize the images and multimedia elements you include in your content. Use descriptive file names and add alternative text (alt text) containing related keywords. This not only helps to improve the site’s accessibility, but also its positioning in search engines.

7. Internal and external links

Internal links (within your own site) and external links (to other relevant pages) are also important for SEO. Internal links help distribute your page authority and improve navigation, while external links to trusted sites can increase your credibility in Google’s eyes.

Writing for users: the human factor

Although SEO is important to position your content in search engines, we must never forget that, at the end of the day, we are writing for people. Good copy not only attracts visitors, but also generates an emotional connection with the reader, offers solutions and motivates them to act. The key is to combine technical optimization with the creation of content that is useful, attractive and easy to read.

1. Connect emotionally with the reader

To capture the user’s attention and keep it, it is essential to connect emotionally from the start. Know your audience, understand their needs, problems and desires, and write from that perspective. A Spanish copywriter whomanages to empathize with his audience will be able to use a close and accessible language, appealing to the reader’s emotions to generate empathy. This can be done through stories, examples or thought-provoking rhetorical questions.

2. Use a conversational tone

Excessively formal or technical texts can turn readers off. Using a conversational tone, as if you were talking directly to the user, helps to create closeness and facilitates the understanding of the message. Remember that simplicity is key: use short and direct sentences, avoiding unnecessary complications. This is especially important in Spanish copywriting, where clear language can make all the difference.

3. Facilitate reading

A well-structured text is essential so that the reader does not get lost or bored. Use short paragraphs, lists and subheadings to break the content into manageable parts. It is also important to use bolding to highlight key ideas and help readers quickly find the most relevant information. Content that is easy to scan enhances the user experience and encourages them to keep reading.

4. Adding value

Good copy should solve a problem or answer a question that the user has in mind. The content should be useful, offer clear and practical solutions. When the reader feels they have gained value from what they have read, they are more likely to trust your brand and return in the future. Avoid filler and focus on providing quality information that actually delivers something meaningful.

5. Generating action (clear calls to action)

When writing for people, the goal is not just to get them to read, but to get them to act. Whether it’s buying a product, subscribing to a list or downloading a resource, calls to action (CTAs) should be clear and persuasive. Use active verbs and make sure the CTA is aligned with the reader’s needs at that moment.

Content updating and maintenance

SEO is not a static process; online content must constantly evolve. It is crucial to review and update articles on a regular basis to ensure they remain relevant and useful. This includes:

• Review the information: Make sure that the data and statistics you include are current. Outdated information can hurt your credibility and negatively affect your search engine rankings.
• Optimize for new keywords: As trends and user searches change, it may be necessary to adjust your keywords. Research regularly to identify new opportunities and update your content accordingly.
• Add new content: Don’t hesitate to enrich your existing articles with additional information, examples or links to new resources. This not only improves the quality of the content, but also shows Google that your page is active and up-to-date.
• Review performance: Use analytics tools to monitor the performance of your content. Look at metrics such as traffic, bounce rate and time on page to identify what’s working and what’s not. Adjust your strategy based on this data to maximize the effectiveness of your copy.

Internal and external links

Links are a fundamental element in SEO copywriting, as they help establish your site’s authority and improve the user experience. Here I explain their importance:

• Internal links: By including links to other pages within your own website, you facilitate navigation and keep the user longer on your page. In addition, you distribute authority among the different sections of your site, which can improve overall SEO. Make sure the links are relevant and useful to the reader, directing them to related content that can enrich their experience.
• External links: By referencing reliable and relevant external sources, you not only add value to your content, but also demonstrate to Google that your information is backed by credible data. This can increase your authority and improve your ranking in search results. As with internal links, it is important to choose high-quality sites that reinforce your message and do not detract from the user’s attention.

In summary, both content updating and proper link management are essential practices that every Spanish copywriter should consider. By doing so, you will not only improve your SEO ranking, but you will also offer real value to your audience, ensuring that they will return to your site again and again.