One component of SEO content writing that is rarely

One component of SEO content writing that is rarely

if ever, talked about is branding. As more SEO experts become aware of the intersection between SEO and a larger marketing strategy, it becomes apparent how big a role branding plays in a business’s success.
Your website content is no exception. This is why hiring out for copywriting outside of the brand, or even the industry, can be a risky move. For one, you risk having the overall tone of the writing shift and become incohesive with the rest of the brand message, and even the most subtle variations can be picked up by readers.
A good way to ensure that your content is on-brand and stays true to the business message is to utilize language that is used throughout the existing site and marketing materials.
For instance:
Does the brand use the word “passionate” rather than “driven?”
Are there elements of their tagline that can be broken down and used throughout the text?
Does their About page have a conversational tone or a professional one?
These are all subtleties to look out for that can make all the difference.
A great SEO copywriter will be able to pick up on the tone, vocabulary and message a brand is putting out and capture it in the posts and pages. There should be no question from the target audience who the content came from and what the message is.
On-brand content means that users can come to depend on the brand acting and sounding a certain way. It ultimately comes down to trust. If a user trusts a brand and understands its core mission, then they are more likely to buy.
4. Integrity & authenticity matter
Integrity and authenticity may seem like “fluffy” words that have no place in the often formulaic world of SEO. But when it comes to writing content that drives more than just traffic (i.e., sales), then these two elements can be the difference between website visitors and paying customers.
There are many SEO and marketing strategies that can drive traffic to a page. What matters is what actions users take once they get there. No amount of strong-arming will convince a user to buy. It takes integrity and authenticity to get them there.
People are becoming more and more aware of shady marketing tactics, and traditional methods of manipulation simply don’t work anymore. A website that makes it clear what the brand’s message is, the service it provides and how it can help potential customers truly has a leg up on the rest. Your content should be authentic, honest and in line with the ethics of your business. Otherwise, you will lose your customers before you even get them.