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What is SEO and why do you need it?

SEO Series

In this section of the Mantis Digital ‘Writing for SEO’ series we share insights on search engine optimization's purpose and benefits.

Writing for SEO series: Introduction to Search Engine Optimisation

Every time a potential customer types a search query into Google that is relevant to your industry, you have an opportunity to present yourself as the solution they are looking for.

If you write your web copy with Search Engine Optimisation (SEO) in mind, you can ensure you are displayed on results lists ahead of your competitors, and positioned directly in front of your target audience.

What is search optimised web copy?

Optimised copy clearly answers the search intent of your audience while remaining naturally readable. You can’t just include a load of keywords anymore – you have to write to please both the search engine and the reader. The ranking systems of search engines are becoming more intelligent in order to ‘crawl’ pages for keywords whenever someone types in a search query, then display the most relevant and high-quality copy first.

If you give good keyword hints to search engines throughout well-written copy, you will be rewarded with high rankings and greater visibility in search.

You should be incorporating SEO into all copy on your website. Starting with a solid foundation of well-optimised copy on your landing pages and product descriptions will hugely benefit your rankings, and blogs are particularly useful for ongoing SEO strengthening as they allow you to dive into niche topics and incorporate keywords easily.

SEO is a long game, but it is well worth the effort.

SEO writing is not a straightforward silver bullet that will boost your sales and web traffic overnight, but a long-tail exercise that needs to be worked on indefinitely. Results are not instant or effortless, but if your copy is well optimised, you can expect to see gradual gains over time.

While other ways of distributing content and SEM generate leads as long as you continue paying, effective SEO copy delivers long-term continuous return on investment well after hitting ‘go live’.

Do you want to learn how to rank better on search engines?

To get the highest rankings possible for your company, you need to set aside the time to take content choices, keyword incorporation and correct SEO elements into consideration, or bring in SEO and copy professionals to optimise your site.

Here at Mantis Digital, we have crafted a series that breaks down SEO techniques and how to incorporate them into your company website. Keep an eye on our site over the coming weeks for fulsome guides to SEO writing.