It goes without saying that copywriting plays a very important role in search engine optimization (SEO).

Through the analysis of research and actual data, we see the impact of copywriting on key indicators such as website ranking, traffic, user experience and conversion rate, which provides practical suggestions for enterprises and website managers to optimize SEO copywriting.

With the rapid development of the Internet, search engines have become the main way for people to obtain information. For enterprises and website managers, getting more traffic and potential customers through search engines is one of the keys to improving competitiveness.

Copywriting is the core of website content, and its impact on SEO cannot be ignored. Here we discuss the role of copywriting in SEO, aiming to provide scientific basis and practical guidance to help companies optimize website copywriting, improve search engine rankings, attract more target users, and increase conversion rates.

Copywriting and Search Engine Rankings

As we all know, the goal of search engines is to provide content that closely matches users’ search intentions. According to a study (Smith, 2021), search engine algorithms prefer to rank web pages with high-quality, original and relevant copy. This means that by writing valuable, well-targeted copy, a website has the opportunity to rank higher in search results.

Regarding the importance of copywriting in search rankings, some big names in the industry have said something like this:

• Neil Patel: High-quality copywriting is not only the performance of content, but also the secret of website ranking. By writing targeted copy, you can attract the attention of search engines and improve your website’s ranking.
• Rand Fishkin: The power of SEO copywriting lies in their ability to allow search engines to understand your website content and match it to user search intent.
• Brian Dean; In SEO rankings, copywriting is the link between your website and search engines. Providing solutions to users with valuable, relevant copy will help boost your rankings.

The impact of copywriting on website traffic

Optimizing SEO copywriting can have a significant impact on increasing website traffic. According to data (SEO Research Institute, 2022), by optimizing copywriting for targeted keywords, the organic search traffic of the website has increased by 50%. This once again proves the importance of high-quality copywriting to obtain high-quality traffic in search engines.

In addition, the research of some other professional institutions also proves the important influence of copywriting on website traffic:

• HubSpot’s research shows that by optimizing website copywriting, the organic traffic of the website can be increased by more than 2 times. This shows the potential of SEO copywriting in driving more organic traffic.
  Backlinko’s research found that the average text length of pages that rank in Google’s top three positions is about 1,900 words. This hints at a possible correlation between good, detailed copy and higher rankings and traffic.
• Research by SEMrush shows that articles with more than 10,000 words rank higher on average. This means that long, high-quality copy may help improve rankings and traffic.
  Research by Moz found that content built with relevant keywords tends to rank higher in search engines. This shows the importance of SEO copywriting in terms of keyword optimization.
• SerpIQ’s research found that the top 10 ranking pages often contain multiple variations and long-tail keywords related to a specific keyword. This highlights the value of SEO copywriting for covering multiple relevant keywords in search results.
• The Search Engine Journal survey found that more than 70% of respondents said that SEO-optimized copywriting resulted in higher rankings and more traffic in search engines.

Copywriting and User Experience

User experience is another key element of SEO. Search engines pay more and more attention to user satisfaction, because user satisfaction is directly related to the user retention rate of search engines. According to a survey (User Experience Survey, 2023), more than 70% of users said that when a website provides useful and easy-to-understand copywriting, they are more likely to continue to visit and recommend it to others. Therefore, writing user-friendly and informative copy can help improve user experience, which in turn can improve your website’s ranking and traffic.

Akamai found that for every 1 second increase in page load time, user conversion rates dropped by 7%. This suggests that website copy should be concise, understandable, and load quickly to improve user experience and conversions. Google’s research also found that about 53% of users will leave a web page if it takes more than 3 seconds to load on a mobile device. This underscores the importance of optimizing copywriting and website performance for mobile user experience. Additionally, research by the Nielsen Norman Group shows that users typically decide whether to stay on a web page within the first 10-20 seconds of viewing it. According to Unbounce’s data, 80% of respondents said that the title of a web page is one of the key factors in their decision to continue reading. The title of the copy should be catchy and convey the content accurately.

Copywriting and Conversion Rates

Optimizing SEO copywriting can not only attract more traffic, but also increase conversion rates. According to a case study (Conversion Rate Optimization Report, 2022), by optimizing the copywriting on the homepage of the website, the conversion rate increased by 30%. This shows that by optimizing the relevant content of the copy, it is possible to better attract target users and drive them to take action, thereby increasing the conversion rate of the website.

• MarketingSherpa’s research found that by optimizing web page copywriting, the average conversion rate of a website can increase by nearly 50%. This includes writing compelling headlines, clear calls-to-action (CTAs), and targeted content.
• WordStream research indicates that using verbal CTAs (e.g. “Buy Now,” “Sign Up Now”) increases conversion rates relative to noun CTAs (e.g. “Buy,” “Sign Up”). This shows the importance of optimizing CTAs in copywriting.
• Unbounce research shows that simplifying web page copy and design, removing lengthy content and complicated forms, can increase conversion rates by at least 50%.
• Crazy Egg’s research found that emphasis on key information and clear copy layout can improve user understanding and response to CTAs, thereby increasing conversion rates.
  Adobe’s research also found that websites with attractive and high-quality content have an average conversion rate above 70%.

Practical Advice for Optimizing Copywriting for SEO

1. Keyword research: use keyword research tools to find keywords with high search volume and low competition related to the theme of the website, and reasonably integrate them into the copywriting.
2. Creativity and originality: Writing interesting, unique and original copy can attract users and increase time on page, thereby improving search engine rankings.
3. Structure and clarity: Concise paragraphs and orderly titles are used to help users quickly understand the content of the copy and improve user experience.
4. Internal links: Adding internal links to the copy can help search engines better index the content of the website and improve the overall credibility of the website.
5. User needs orientation: understand the needs of target users and write copywriting that meets the needs of users, which can attract more target audiences and increase conversion rates.

Conclusion

Quality copywriting can not only improve search engine rankings and website traffic, but also improve user experience and conversion rates. Therefore, the importance of copywriting cannot be ignored when optimizing your SEO strategy. By following the optimization suggestions provided in this article, enterprises and website managers can effectively improve the competitiveness of websites in search engines and achieve better business performance.