How do you write SEO copy that is more inclusive?

Research encompasses not just keyword research, but understanding the semantics too. I never start any topic with keyword research, instead, I head over to Google and type in my query to understand the crux of the topic from the SERPs. Since I already have so many SEO extensions installed, and SERP analysis also does well in helping me determining the keywords, basic Googling does 50% of my keyword research too.

Conducting thorough research in advance accomplishes the lion's share of the task, not merely due to the time saved through adequate preparation, but also because it allows you to lean on your well-constructed plan instead of relying solely on creativity. Employing broad generalizations is ill-advised, as no distinct group welcomes being pigeonholed and deprived of their unique traits. When encountering uncertainty about a term, seeking assistance from the relevant community is a prudent approach.

Keywords research must be pertinent to your business objectives and using these analytical tools to know the pain point your audience which aligns with your business objectives is the research in SEO copy.

Also look at search intent and use Google to type in your seed target keyword in the browser of the country you are targeting for example Google.nl for a Dutch audience. Then look at the " people also asked " section and find out which queries and questions possible clients are looking for . Then use these questions to determine long tail keywords with less competition

Before writing, conducting thorough research on your target audience is crucial to create content that resonates and avoids unintentional missteps. Understanding their cultural, social, and linguistic backgrounds allows you to tailor your message thoughtfully. Utilize tools like Google Analytics, social media insights, and surveys to gather data on demographics, interests, and pain points. Additionally, explore Google Trends and Keyword Planner to discover relevant topics and questions your audience is actively searching for. This approach ensures your content is well-informed, culturally sensitive, and aligns with your readers’ needs, building stronger connections and trust.

Make sure you spend enough time researching the topic on social media. Facebook groups/ communities are an invaluable tool for social listening. There you can see what your audience is talking about and what their actual pain points are. Use Google - check out the Related search and People also ask sections. Those are practical examples of what your audience is searching for.

I also use SparkToro to study and form a clearer idea of the audience. Keywords help to drill down and narrow the audience segments to understand their issues and pain points - issues that are inclusive and touch them all. Understanding the professional reader persona is important to stay neutral while establishing a connect.

Some additional considerations: Adapt to Semantic Search: Google's AI increasingly prioritizes understanding search intent and context. Make sure your content meets your audience's varied needs by offering in-depth, context-aware information, not just keyword-focused. Diversify Your Content Reach: Cater to a broader audience by making it accessible across different platforms and devices. This will broaden your reach and align with Google's mobile-first indexing. Inclusive Meta Descriptions and Titles: Craft meta descriptions and titles that are not only SEO-friendly but also culturally sensitive and inclusive. This helps in attracting a diverse audience while maintaining high search engine rankings.

Un ejemplo claro que siempre comparto en este punto es que si escribes para un público joven en América Latina, Google Analytics te mostrará su demografía y comportamiento, mientras que Google Trends revelará temas populares como sostenibilidad o emprendimiento. Imagina que encuentras que tu audiencia está interesada en bienestar; puedes usar palabras clave como "hábitos saludables" o "bienestar mental" que resuenen con ellos.

One of the features that the word used in copywriting must have is that the word must be simple and understandable. It means not to use ambiguous and difficult words.

Es importante que sepas que al hablar de grupos sociales, términos como "adultos mayores" o "familias de bajos ingresos" son más específicos y dignos, por que estas elecciones no solo reflejan sensibilidad, sino que también mejoran la percepción de tu marca, conectando con una audiencia más amplia y diversa de manera efectiva.

Doing your research beforehand will get 80% of the job done. Not only because having properly prepared will save you a lot of time, but because you won't have to rely on creativity but rather your plan. Generalisations are always a bad idea as no specific group likes to be put in a box and stripped of their individuality. If uncertain about a term, you turn to the specific community and ask for help.

Choosing the right words in SEO copywriting is crucial for building an inclusive and respectful brand image. Words shape how your audience perceives your message, so it's important to avoid language that may come across as biased or exclusive. Instead of using gendered or outdated terms like "guys" or "mankind," opt for neutral alternatives like "people" or "humankind." Similarly, avoid terms that may sound condescending, such as "the disabled" or "the poor." Instead, use person-first language like "people with disabilities" or "low-income families." By being thoughtful and intentional with your language, you create a more inclusive, respectful, and accurate message that resonates positively with a wider audience.

Don't read these kinds of articles. Good copy is good copy. There are some great books on creative writing, read more etc. Do not train to write SEO content, it always fails.

Incorporar pronombres inclusivos en tu redacción SEO refleja esa diversidad y respeta las identidades de tu audiencia. Por ejemplo, en lugar de decir "un cliente debe enviar su solicitud", puedes decir "los clientes deben enviar su solicitud" o "la solicitud debe ser enviada por el cliente."

These suggestions are only brand and audience related , won't really affect SEO . You should use the tone of voice and vocabulary of your brand ,if your target audience is mostly female then you should write accordingly , if your brand targets a wide audience then write your copy as such . In every case you should choose your words wisely to avoid misinterpretation.

Using inclusive pronouns in your SEO copywriting is crucial for creating content that respects your audience’s diverse identities. Avoid defaulting to gendered pronouns like "he" or "she," which can exclude or misrepresent certain individuals. Instead, use "they," "them," or "their" as gender-neutral pronouns, which can apply to anyone regardless of gender. The singular "they" is especially helpful when referring to someone whose gender is unknown or irrelevant. Alternatively, you can avoid pronouns entirely by using names, titles, or roles, ensuring your language is inclusive, respectful, and free of assumptions, helping to foster a more welcoming and diverse environment for all readers.

Use simple & more common words in your copy. Whatever you're writing about. —> What preliminary actions might I undertake to initiate collaborative engagement with you? The heck? —> What can I do to get started working with you? sophisticated & wordy < easy & concise Don’t complicate simple things. Write as you speak, it always pays off.

Balance the need to write to your target audience, using terms and phrases that are familiar to them and therefore likely to be used by them in search, with the need to be understandable to your broadest audience.

The line between making something simple and patronizing an audience is thin. It’s our job to make content approachable and easy to digest, but never insulting to an audience.

In my experience, the appearance & formatting of content is not given as much importance as it warrants. Huge blocks of texts can actively discourage people from engaging with it. So, even if the contents of the content (pun intended) are exceptional, if it overwhelms a reader with short attention span, then it's not really inclusive or user friendly. Break up long paragraphs. Add informative sub-heads. Shorten your sentences. Add bullets or even emojis. Add a TL:DR. Essentially, make your audience feel welcome. Give them a seamless experience.

In the world of SEO copywriting, using clear, simple language isn't just a tip – it's a key skill. It shows you're a true expert. You make your content easy to understand for everyone But remember, simple doesn't mean shallow. A skilled writer can explain complex ideas clearly. They can break down tough concepts and present them in plain words. This creates content that's easy to grasp, bridging the gap between knowledge & understanding for both newbies and pros Choosing simplicity is like opening doors for diverse readers. It's like designing content for everyone. It welcomes people from all walks, languages & learning By weaving simplicity into SEO copy, you're mixing expertise with accessibility. This solidifies your grip on the topic

Using simple and clear language is essential for making your SEO copy more inclusive and accessible to a broad audience. By keeping your writing straightforward, you ensure that people of all backgrounds, regardless of language skills or education level, can easily understand and engage with your content. Tools like Hemingway or Grammarly can help improve readability, while techniques such as using short paragraphs, clear headings, and bullet points further enhance clarity. Additionally, avoid jargon and acronyms, and favor active voice to make your message more direct and actionable. This approach not only boosts SEO but also fosters a more welcoming experience for all readers.

These are 5 reasons why images help you gain traffic to your website: 1/ People more willingly click on images. 2/ Graphics attract more traffic to your website (from various sources). 3/ Images embedded into a post make it easy to read & scan, minimizing the risk of bounce rate. 4/ Blog posts with added images get on average 30% more backlinks than posts with only written content. 5/ Visual content makes your post skimmable, helping your reader to catch the momentum & the most important points. This is why you should always add images to your posts. >> The bare minimum: 1 image per post. >> Ideally: 1 image per one paragraph. Use images. Gain robust traffic. Boost your website performance.

Make sure the images are optimised and their size is reduced otherwise it may affect negatively the loading speed. As far as videos are concerned, it's a good practice to insert a link rather than uploading the video itself as it also may damage the loading speed. When done, check on multiple devices (desktop, mobile, tablet) to make sure everything is loading properly and the user experience is going smoothly.

Consider visual diversity. Ensure images and visuals reflect diversity. For example, if you're writing a blog about lifestyle tips, use images of people from various ethnic backgrounds, ages, and abilities. Instead of only showing young, able-bodied individuals, include photos of older adults, people with disabilities, and diverse ethnicities. If you’re promoting a product, show it being used by a wide range of people in your visuals. This helps all readers see themselves in your content. For instance, if you’re selling fitness equipment, include images of different body types and fitness levels using the product. This approach makes your readers feel represented, which can enhance engagement and trust.

Providing visual and interactive elements in your text will capture and retain visitors' attention, ultimately leading to longer on-page dwell times and reduced bounce rates, both of which positively impact search engine rankings. Me personally I like to use fun elements like gifs :)

Speaking of multimedia inclusivity, it's also important to remember the significance of refining the alt attribute and title. These entities are primarily essential from the perspective of assisting individuals with disabilities in obtaining the necessary amount of information to understand what's happening in the image/animation. Additionally, I'd like to add that for scaling the number of multimedia materials, tools like AIRPM Promts (GPT) + Midjourney are perfect. They help in crafting prompts for creating authentic materials tailored to a specific style. By the way, GPT also works great with Canva.

Make sure images and videos don't affect your page speed , so use CDN hosting for images, host videos on a remote server or YouTube,Vimeo etc. And use lazy loading functionality on your website to maximize page speed . Use alt text that describes what's on the picture , don't use your brand name in every alt text unless it's relevant ( for example for product images with your brand)

I'm surprised at how often alt text gets forgotten in SEO content creation. If you want to be inclusive, adding alt text should be a top priority. It's vital for visually impaired people. Another thing that often gets forgotten: if you're writing about hashtags, use Title Case. Remember the infamous #susanalbumparty of 2012? Switching to #SusanAlbumParty would have avoided embarrassment, but also helps out people who use assistive technology to access your copy.

Using visuals and multimedia is a powerful way to enhance your SEO copy and make it more engaging and inclusive. By incorporating images, videos, infographics, or charts, you cater to diverse learning styles and preferences, offering multiple ways for your audience to interact with your content. These elements not only help to explain complex ideas but also create a stronger emotional connection. However, it’s essential to ensure that all visuals are high-quality, relevant, and accessible. Add alt text, captions, and transcripts to make your content inclusive for those with visual or hearing impairments. This balance of creativity and accessibility can significantly improve user experience and SEO performance.

Make sure to track the results on a regular basis ,there are tools to keep track of the ranking of your keywords in Google search. You should at least once a year optimize the content of every post to see if it's still relevant, to include new internal links to other posts , and to add new relevant long tail keywords, this way you keep your content healthy 😉

Testing and optimizing your SEO copy is crucial to ensure it resonates with your audience while achieving your SEO goals. Start by using tools like Google Search Console or Hotjar to track how users interact with your content. A/B testing is a great way to compare different versions of your copy to see which performs better in terms of engagement and conversion rates. Heatmaps can show where users are most active on your page, helping you adjust key elements for maximum impact. Don’t forget to gather feedback through surveys, as this can reveal insights directly from your audience, ensuring your copy stays relevant and inclusive.

In addition to these tips, there are a few other things I think one can do to write more inclusive SEO copy: 1. Use natural language: Avoid keyword stuffing and other techniques that can make your content look spammy. 2. Don't be afraid to experiment: There is no one-size-fits-all approach to writing inclusive SEO copy. The best way to learn is to experiment and see what works best for your audience. 3. Be patient: It takes time to build an inclusive SEO strategy. Don't expect to see results overnight. 4. Don't give up: There will be setbacks along the way. But if you keep at it, you will eventually achieve your goals.

Less is more: Aim for several pieces of copy that are targeted, short and sweet that each speak to one clear audience, over a single piece of copy that attempts to pack everything ever written on that subject.

Try to find topics that are a bit out of the box , don't always try to sell , it's best to earn trust with your audience and offer content that's helpful to them . Some keyword with seemingly low volume can be a day to day steady flow of new clients for a business, so don't aim for the difficult keywords with very high volume ,especially if you have a relatively new domain .

The simple and easy answer is: human touch. Or I can say, tell them YOUR story. Make it look personal. Alongside, touch their pain points and the solution they're looking for.

Testing and optimizing your SEO copy should be an ongoing process. Beyond A/B testing and heatmaps, consider leveraging user session recordings to see how real users interact with your content in real time. This can provide valuable insights into pain points or areas where users disengage. Additionally, user feedback through pop-up surveys or follow-up emails can reveal areas for improvement you may not have anticipated. Always revisit your copy after updates to search algorithms, as your content may need fine-tuning to maintain its performance. Regularly updating and optimizing ensures your content remains relevant, inclusive, and effective in reaching your goals.