10 Top Copywriting Techniques Pros Use To Increase Organic Traffic

All right, I'm going to let you in on a little secret. If you're an SEO driven marketer, there's nothing more important than copy when it comes to optimizing for online search. Not images, not video, not even podcasts. Pretty crazy. What's up? It's Jamal from HubSpot. Welcome back to the channel. In this video, I'm going to show you 10 SEO copywriting techniques that pros use to increase organic traffic. And I'm going to be including two free tools that will help you compose like a pro, even if you're not an expert writer. And do me a favor, if you like this video, drop it a like, subscribe to the channel and hit the notification bell. So, first things first. How can you become an SEO copywriting expert? Our 10 tips will be divided into two halves. The first is writing for search to improve SEO. There's actually very little writing involved in these first five steps, but they're essential to make sure that what you write is in line with what readers are looking for. The first thing any professional copywriter does before picking up a pen or typing on the computer is to establish primary keywords. And I'm sure you're thinking to yourself, jamal, why can't I just do the fun visual stuff? Well, Picasso, unfortunately, while the visual elements are super fun and engaging, the algorithms that determine what content the user finds are almost 100% text based. To put it another way, you gotta make sure that the Algoths know how to rhythm your information. I'm sorry, so that info, as I said, is Primary keywords. Imagine your company sells blue light blocking glasses specifically designed for gaming. Your primary keywords could include gaming glasses. Blue light blocking glasses for gaming glasses that reduce eye strain best Gaming glasses Take your possible keywords and test them using an online keyword tool. Look for keywords that have high search volume and low to medium competition. And include one to three keywords throughout your content, including title headlines, intro paragraph, closing paragraph, and photo captions. All the places search engines look when ranking your content. Of course, most copywriters can quickly run out of obvious keywords to cover in new content to get over the new ideas. Hump. You know what I'm saying? Pros look for new, relevant keywords using content gap analysis. Start by doing a keyword analysis on your competitor's site. Then remove the keywords that your own site already ranks for, and you'll be left with all the lists of potential keywords you've not yet covered. To help do this analysis, you can download HubSpot's free Search Insight Report template. There's a link in the description. Use a headline analyzer to optimize your headline for search. There are a variety of free tools that will help you write a headline based on your keyword that catches the attention of both the search engine and readers. Start with your primary keyword, then test variations until you come up with a title with the highest score. Think we're done with keywords? Not quite. We have a long way to go, right? Secondary keywords are a great way to reinforce search optimization and capture some additional eyeballs. Imagine the eyeballs are kind of like butterflies. They're just floating around. You got a little net, and the secondary keyword is the net, and you just go, boop. And now you got. You got eyeballs. I don't. Why are you looking for those? Geez. Of course, this research can actually be pretty easy. Start typing your keyword into the Google search bar and look at what autocomplete terms begin to pop up. Keep track of those secondary keywords for use once you start writing and include them where it makes logical sense in the content. The last tip that I have for you, and this one's pretty fire, I'm not gonna lie, is look at the People also ask section at the Bott Google search results page for your keyword. Treat any relevant additional questions like you do Content gaps and secondary keywords. Additional context that you can use in your writing to shore up SEO. So now you're pretty much ready to pick up the metaphorical pen and start writing. But I'm sure you're thinking to yourself, geez, Jamal, this pen is still so heavy. What's going on here? Well, the last little bit of juice you need is these next five tips that'll give you the boop. We call these writing for audience to increase engagement. This can be done using both technical and tonal systems. For your writing, let's start with the technical with tip number six, the app Method. App stands for agree, Promise, and preview. At the very beginning of your writing, confirm to the reader that the keyword they search for will give them the results they're looking for. If we go back to our gaming glasses example, we can start by saying wearing the right gaming glasses will improve your gaming experience by leveling up your performance. And listen, if you read that and you're not down to buy those glasses, I think you're just not looking for what we have to sell. Frankly, this data is wrong every freaking time. Have you heard of HubSpot? HubSpot is a CRM platform where everything is fully integrated. Whoa. I can see the client's whole history. Calls, support tickets, emails, and here's a task from 3 days ago I totally missed HubSpot grow better. Next, you want to promise the reader that you'll give them the knowledge to achieve the results they're looking for. This is a good chance to insert some personal experience into the conversation. I was able to achieve higher scores and unlock all sorts of cool abilities once I started using gaming glasses to reduce eye strain and finally preview so that readers know what to expect from the rest of the article. I'm going to give you the lowdown on the best gaming glasses available today. It's important that you begin your writing with these three elements because it functions perfectly for our next pro Tip the F Shaped Method not sure who's naming this stuff, but it's been proven to work, so let's roll with it. The F Shape method comes from research that shows that readers skim pages in a shape that resembles an F. Most readers will read the entire top line or two from left to right. After that, they'll begin skimming just the left hand side of the page. That's why section breaks with new headlines are useful for resetting the F shape, and bullet points or numbered lists are a great way to convey important info along the left hand side. And if that's not enough to keep track of, you can also incorporate the IDA funnel to lead readers into your desired action. The A stands for attention, which is what the headline is for. Proven techniques for grabbing readers attention includes FOMO statements, personalization, or even good old fashioned special offers. Next comes interest, which can use personal stories, statistics or acknowledge pain points. Next comes desire, which conveys the benefits the customers will get if they use your product or service. A lot of new copywriters confuse benefits with product features. The features are the tools that provide the benefits, but be sure to frame the messaging as benefits. First and last in the item method is action. Never forget to end each of your F shapes with a CTA that the reader can click and take them to the next stage of the acquisition funnel. So I get it. Creating Keyword Conscious F shaped app Powered item method Copy is a lot to keep track of. The good news which we could use some of these days is that you don't have to start with a blank page every time they sit down to write. Professional copywriters use templates to quickly craft effective content and help keep all the info on track. And that's why I think you know where I'm going with this. I want you to jump down to the video description, all right, and download HubSpot's free blog post template, because you deserve all the advantages that pros use when writing content. You do. And if someone says that you don't, they're not your friend. All right? Get them out of your circle. Unfriend them on LinkedIn, delete them off Facebook. They're not here for what you you need. I'm here for you, though. And speaking of being here for you, the last tip that we have for writing effective and engaging SEO copy, and it's a pretty fun one, tip number 10, is to always keep in mind the voice and tone of your brand. The voice of your brand is the brand's underlying personality, which always stays the same. The tone of a brand can change depending on the circumstances, but it's always underpinned by the voice. Like, imagine like your good friend. You know what I mean? Like, you know what their voice sounds like, the kinds of things that they would say. That's the kind of thing that you want to achieve when you're writing this kind of copy. This will help make your copy relatable to the reader, no matter the subject matter. A great example of voice and tone working together is mailchimp, which uses cultural reference and dry wit to convey its messaging, even when the messaging is bad news. Harley Davidson is also witty, but with a slightly aggressive voice, which is perfect for the brand's decades old reputation as the motorcycle of outlaws and rebels. That's why you'll never see me on one, because I'm a good boy who follows all the rules. I've never done even. Even a bad. Not even a bad thing once. By combining the art of using voice and tone with the science of SEO optimized copywriting, every piece of content you create will effectively communicate with your readers, resulting in improved ROIs with every word. So if you're ready to dive deeper into the world of copywriting and SEO, you already know you can sign up for HubSpot Academy's free SEO certification course. We give this stuff away for free. Why do we do that? We're nuts. And as always, check out our videos on copywriting for Google Ads and exploring new AI tools to make copywriting even easier. And I'm not even going to ask you to subscribe. You know why? Because you probably already are. And if you aren't, why, why not? Now, if you'll excuse me, I got some gamer glasses to go back here. You know what I'm saying, until next time, use a headline analyzer. Analyzer. Analyser. Yes. Look for the lizards. Look through the lizards.