CVA Heads Digital with Cultur-e

Cultur-e will develop a new on-line presence for the CVA Group – Compagnia Valdostana delle Acque, one of the most important Italian enterprises operating in the...

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SEO copywriting

Using the right words in the right place is a question of “life or death” on the web. A digital project will survive, grow and achieve success only if it is based on the best key words and employs efficient SEO writing to allow search engines to correctly position it. This is due to the fact that most users do not look beyond the first page of on-line search results. It is essential to appear amongst the initial results of any SERP – Search Engine Result Page. This requires a SEO strategy with specific actions both for on-page and off-page SEO.

What is Copywriting?

SEO is an acronym that stands for “Search Engine Optimization,” a set of activities that are employed to improve the visibility of a website or web page on search engines (especially Google). After having conducted analyses of the context, objectives and semantic domain, we define the specific SEO strategy for any given project or product. The objective is to identify a set of key words that will be associated with pages and sites and how to use them, along with which other tools to adopt, in which forms and with what investments (link building, web and social media advertising, etc.).

We then define the editorial project and the SEO-based content. SEO writing focuses on key words and the structure of pages, paragraphs and links to intercept the queries of users performing on-line searches. A SEO copywriter is an expert with a profound knowledge of search engine positioning and who knows how to title tags, meta descriptions, tag headings and where to enrich content with either internal or external links (link building).

How to Write for Search Engines

In order to produce efficient SEO-optimised text, a SEO copywriter must focus on the user and their needs to provide answers to the premise indicated by the title tag and description that appear on the Google SERP. Indeed, the long form (or pillar article) is an ally of SEO copywriting, as it provides the ability to include all the information required by a user directly on a single page.

SEO text must be carefully structured into paragraphs and highlighted words that allow a quick reading of all the main points on a given issue. There are various tools that can help SEO copywriters to ensure that they have used the best content to attract traffic through key words. These include Google Keyword Planner, Semrush and Google Suggest.

SEO Copywriting at Cultur-e

We have a solid experience with SEO strategy, SEO copywriting and the organic position of websites, portals and web pages, and excellent results both for our clients and our own digital projects.

In order to achieve success, we believe that it is fundamental to begin with a rigorous analysis of the client and identify their objectives, values and assets, as well as a reference target analysis to understand user interests and needs and similar searches that may interest the project. We then perform an accurate SEO analysis to identify the semantic domain of interest and analyse SEO key words that fit the brand and are popular amongst target users but have a medium-low competition rate. The study of Search Engine Results Pages (SERPs) and a competitor analysis allow us to complete the investigation and identify the keywords to use and the niches to address.

Our SEO strategy divides the identified key words into primary and secondary ones and provides technical recommendations for the development of websites and their structure, the contexts and on which pages and how to use the key words (on-page SEO), as well as guidelines to develop a link-building plan (off-page SEO). Once the SEO strategy is complete, we begin developing an efficient content strategy that is coherent with our SEO strategy and focuses on maintaining or increasing SERP positioning. Based on the content strategy and the editorial plan a team of SEO copywriting experts guarantees high-quality SEO-optimised content.

All our activities include a daily monitoring model to checks the keywords and results, measure the success of the SEO writing strategy and identify any required tweaks based on user response. As always, users are at the heart of all our actions.