In 2018, you need to understand copywriting and SEO – and a whole lot more – to write content that will rank well and return a great ROI. If you have a head for marketing, UX and research, too, you’ll be in a commanding position.

As our discipline evolves in response to a changing search engine landscape, demarcation lines become blurred, and it’s been difficult not to venture into featured snippets, schema and other on-page aspects of SEO. Instead, with proper focus, you’ll need to know about your audience and how they’ll read your content, what they will be looking for, the continuing role of high quality, in-depth content, where offline historic copywriting skills still live on today, why you should still be using key phrases, and why structure is important.

Google’s recent announcement of the first set of sites being migrated to mobile-first indexing reflects the fact that the majority of searches worldwide are carried out on mobile devices. My direct experience is that the move to mobile is very much in the B2C space; less so in B2B, where people are still at their desks with their laptops or desktops.

And then, we see the start of an explosion in voice search and devices – our smartphones and home devices from Google, Amazon and Apple – reading content to us. Of course, we’re still seeing how voice pans out, and its implications for SEO copywriting, but I’d say if you stick to simple language and shorter sentences within a well-structured piece (think about making the main points right up front in case the listener’s attention wanders).

However your audience interacts with your work, it needs to be excellent. Make your content unique, high quality and written to professional standards. Read more from searchenginewatch.com…

thumbnail courtesy of searchenginewatch.com