seo copywriting tutorial from start to finish with timestamps YoutubeScribe.com

[0:00] SEO copywriting is a challenging craft because
you need to create content that's easy for search
[0:05] engines to read and understand.
[0:08] But that exact same content needs
to be appealing to human users too.
[0:13] Now, search engines and people that use
search engines don't need to be looked at
[0:18] as mutually exclusive.
[0:19] There are ways you can satisfy both while
writing in a very natural and organic way.
[0:25] And that's what we'll be talking about
in this SEO copywriting tutorial.
[0:29] In fact, I'll actually do the steps with you
for a hypothetical example to give you
[0:34] a better idea of what SEO copywriting looks
like in action from a workflow standpoint.
[0:39] So to paint a scenario for this tutorial, let's 
say that our company sells sleep-related
[0:44] products and the topic for the page we'll be
creating content on is "how to get better sleep."
[0:50] Alright, so we're going to tackle this
copywriting tutorial in three stages.
[0:54] The first stage is all about research.
[0:57] And the steps we take in this stage are
going to set us up for ranking success.
[1:02] Now, the first and arguably most important
part of this research phase is to check
[1:06] search intent for your target query.
[1:08] Search intent represents the reason
behind a searcher's query.
[1:12] And Google actually gives us clues into searcher
intent right within the search results page.
[1:17] For example, if you search for "slow cooker"
in Google, the search results are mostly made
[1:22] up of shopping ads and product pages.
[1:25] It's basically telling us as creators that in
order to rank high for this query, we'd also
[1:30] need to have a page that's transactional and
commercial in nature - like a product page.
[1:36] Now, change your search to "slow cooker recipes,"
and you'll see that all top-ranking pages are blog
[1:41] posts that show lists of slow cooker recipes.
[1:44] The search results are informational and in order 
to rank for this query, we'd need something similar
[1:50] because that's what searchers want.
[1:52] So because our target query for our example
page is "how to get better sleep," I'll start by
[1:57] searching for that on Google.
[1:59] Now, if you look at the top results, you'll see
that nearly all pages are listicles with tips to
[2:04] get better sleep - not step-by-step guides
or tutorials like the query might suggest.
[2:09] So that's the content format and
angle we'd want to run with too.
[2:13] The second part of the research phase is
to create a thorough outline based on data.
[2:18] Now, with SEO content writing, your goal
is to get your page to the top of Google
[2:23] search for your target query.
[2:25] So naturally, the best place to actually start
building your outline is to look for similarities
[2:31] among the top-ranking pages.
[2:33] After all, they've made it to the top of Google most
likely because their pages are satisfying users.
[2:39] Now, looking at the top articles on how to
get better sleep, you'll notice that they all talk
[2:44] about how alcohol can negatively impact your
sleep, how a sleep schedule or routine can help,
[2:50] and to reduce naps to get better sleep.
[2:53] These are foundational sleep tips so let's
take note of these things and we can include
[2:58] our own take on these tips in our post.
[3:00] Now, if we go back to the search results page,
you'll also see that there's a People Also Ask
[3:05] box that shows related questions.
[3:08] This one on getting 8 hours of sleep seems
interesting because it's what many people
[3:12] searching for this topic would aim to achieve.
[3:15] Also, this one on the causes of lack of sleep
would probably be good information to add
[3:20] to our post too.
[3:22] The last thing I'll do is check for common
keyword rankings among the top-ranking pages.
[3:27] And the reason why I'm going to do this
is because it often reveals insights about
[3:31] what your target audience is looking for, the
language they use in search, and the topics
[3:36] that Google considers to be closely related.
[3:39] To do this, I'll use Ahrefs' Content Gap tool.
[3:42] And all I've done here is put the URLs
of the top-ranking pages for my target
[3:46] query in the top section.
[3:48] And if we run the search, we can see
all keywords that these pages rank for
[3:52] and their ranking positions.
[3:54] So based on the results, you'll see that people are
using language like getting a "good night's sleep."
[4:00] They want to get more "deep sleep."
[4:02] Then there's a keyword here which gives
me the idea to include information on
[4:06] the recommended hours of sleep by age.
[4:09] Finally, this one on sleep schedules affirms
that we should definitely include a tip on that
[4:14] in our post.
[4:16] Now, before we continue, it's important
we talk about copycat content.
[4:20] SEO copywriting is not about copying
information from top-ranking pages.
[4:25] What we're doing at this stage is extracting
potentially important subtopics and industry
[4:31] jargon that may be required
to cover a topic in full.
[4:35] Think about it like this:
[4:36] If Google's job is to show the most relevant
results for any given query, then that means
[4:41] the top 3 results are the most relevant pages
for that query – at least in Google's eyes.
[4:47] And because Google has spent billions,
maybe even trillions of dollars to get
[4:51] their search algorithms to where they are today,
their non-human ways of understanding user
[4:57] satisfaction are probably better than
our human ways in most cases.
[5:01] So look at this analysis as a way to understand
how you can best serve visitors to your page.
[5:07] Alright, we're done with the research
phase so let's move on to the next part
[5:10] of the SEO copywriting process
which is the drafting phase.
[5:14] Now, while writing styles will vary a lot,
content writers all have the same goals:
[5:20] to educate, entertain, and/or delight our
readers while ideally leading them closer
[5:26] to a conversion goal.
[5:27] So with that said, I'll give you a few copywriting
tips you can use for different sections of your
[5:32] content, starting with the intro.
[5:34] As cliche as it might sound, having an intro
that pulls in your readers is critical because
[5:40] it tells them they're in the right place
and that they should continue reading.
[5:44] A simple, yet effective method
you can use is the PAS formula.
[5:47] This is where you point out a problem,
agitate it, and then offer a solution.
[5:52] So for our hypothetical article on
how to get better sleep, I might say…
[5:57] "Everyone wants to sleep better, but unfortunately,
you can't just "will" yourself to a good night's rest.
[6:03] Beyond feeling groggy, research shows
that the absence of quality sleep can
[6:07] lead to weight gain and negatively
impact your daily brain function.
[6:12] Fortunately, many physicians have
found that people who follow sleep
[6:15] schedules are 98% more likely to feel
"at their best" throughout their days.
[6:20] So today, I'll share 7 evidence-based sleep
tips to help you build your sleep routine and
[6:25] consistently get 8-hours of sleep every night."
[6:28] Now, as for the body of the content, this
is when your outline that you made in
[6:32] the research stage is going to be clutch.
[6:35] For landing page copy, the body is where you'll
sell your products by showcasing features and
[6:40] use cases.
[6:42] And for blog content it's where you'll resolve
the reason for a visit which can help build trust
[6:46] with your audience.
[6:48] The purpose of the body is to provide
immense amounts of value.
[6:51] You're basically delivering on your headline
and you want to give it your all.
[6:55] Now, because we're in the drafting phase, I
wouldn't worry so much about having perfectly
[7:00] optimized content because we'll be handling
that stuff in the next phase which we'll get to
[7:04] in a bit.
[7:05] The final piece of the content is the conclusion.
[7:08] And this is where you'll wrap things
up and direct visitors to a destination.
[7:12] For example, on a landing page, that
might be to a sales or checkout page.
[7:17] And for a blog post, that might be
a recommendation to read another
[7:20] blog article, watch a video,
or to go to a sales page.
[7:24] The main thing I want to communicate
with the conclusion is that you shouldn't
[7:28] leave them at a dead end.
[7:30] For example, in our hypothetical
"how to get better sleep" article,
[7:34] the main point of my content might be to set good
sleep habits to build a proper sleep schedule.
[7:40] Now, as a business, I probably want to send these
readers to some of our product pages, but it's not
[7:45] exactly organic to recommend them here.
[7:47] So instead, I can actually try and point
readers to other informational content
[7:52] that's related to getting better sleep and
recommends our sleep-related products.
[7:57] For example, my conclusion might say:
[8:00] "Building great sleep habits is an essential
part of getting good sleep consistently.
[8:05] However, it's also critical that you're using
the right pillow as the wrong one can cause
[8:10] neck tension that no sleep schedule can fix.
[8:14] Read our review on the 15 best pillows
to help you get better quality sleep."
[8:18] And of course, that best pillows
guide would have links to our products.
[8:23] Alright, now once you've finished the draft,
it's time to move on to the final stage which
[8:27] is editing.
[8:28] Now, many people overlook this stage and just 
do a final read through to check for typos.
[8:33] But editing is just as important as drafting.
[8:36] It's where you ensure your messaging is right,
that all your on-page SEO optimizations have
[8:41] been done correctly, and where you'll
ensure the content flows smoothly.
[8:46] Basically, you want to make it easy
for people to consume your content.
[8:50] A simple process you can follow
is the… ASMR method.
[8:56] The A stands for annotations.
[8:58] These are good to add within your
content to make certain parts standout.
[9:02] For example, we use side notes to bring
notice to an important point without
[9:07] breaking the flow of the content.
[9:09] The S stands for short sentences
and paragraphs.
[9:12] This helps improve
readability and digestibility.
[9:15] When editing, look for instances where
you used transitional words like "and,"
[9:20] "because," and "that," and consider
breaking them into shorter sentences.
[9:24] The M stands for multimedia.
[9:26] Consider adding videos, images, and gifs
to help illustrate your points without having
[9:31] to add extra words.
[9:33] And R stands for read.
[9:35] Make sure you actually read your copy
out loud to pinpoint areas where your
[9:39] content may not flow smoothly.
[9:42] In addition to these checks, consider
simplifying the complexity of your content.
[9:46] That means using simpler language when
possible and removing industry jargon
[9:51] when it's not absolutely critical.
[9:53] There are tools like the Hemingway app
which you can use to get a graded score.
[9:57] As a general rule of thumb, aim for
a sixth to eighth grade reading level.
[10:02] Now, you might feel like you haven't really
done much so-called "SEO copywriting."
[10:07] And that's because the copy you write for search
and humans doesn't have to be all that different.
[10:12] Google has evolved quite a lot compared
to the days when you had to include exact
[10:17] match keywords in order to rank for them.
[10:20] Those days for the most part are over.
[10:23] The outline we created in the first stage
where we analyzed competing pages was
[10:27] a big part of the SEO copywriting process.
[10:31] We found subtopics and key phrases
that people use to search for a topic.
[10:35] In much the same way, Google analyzes
"entities" to ​​categorize information and
[10:40] understand relationships.
[10:42] Now, in addition to our research, drafting, and
editing stages, we still practice on-page SEO
[10:48] best practices and you probably should too.
[10:51] If you want to learn more, watch our full
tutorial on the on-page SEO checklist we
[10:55] use which I'll link up in the description.
[10:57] I'll see you in the next tutorial.

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