For those of us who are unseasoned but itching to get into the SEO game, let’s chat about a foundational piece of successful websites: copywriting.
According to Seth Godlin, “The best SEO is great content.” And great copy is where that begins. The easiest, most natural form of SEO is creating quality content. It’s good for Google, your searchers, and, in the end, your overall success!
Here are 4 tips to up your SEO game.
Treat SEO copywriting as an opportunity
So you’re trying to up your SEO game? Great goal! There’s a lot of great info out there on strategy and execution but only you can decide what will be best for your site.
According to many SEO experts, copywriting is key, and even more than that, quality copywriting is a form of insurance. If you take a “holistic” approach to SEO, you will be much more successful in the long run. Treat every aspect of SEO as an opportunity not only to grow your site but to satisfy and assist your audience–specifically when it comes to your copy.
Cultivating a web-environment of excellence on every level is the ultimate SEO. Look, feel, format, ease-of-use, and especially content contribute to the overall ranking of your site. Magnify your strengths and isolating your weaknesses in these areas will prove invaluable in your quest to rank high in a Google search.
Copywriting provides the opportunity to create a foundation of fantastic content that not only will your users love, but Google too!
Do some major keyword research
The key to a desired outcome is research, research, research. Understanding the way your target audience behaves is essential to navigating your website’s way in a potentially saturated market.
Begin by deciding on a mission statement for your website. What needs are you hoping to fulfill? How is your service unique? What are your goals as a business? How will you help the searcher? By focusing on questions like these, you can create a clear vision of what you want for your website and, in turn, those who will use it.
Have a mission statement? Great! Now let’s get to work on some keywords.
Keywords should not be too difficult to find as you are now an expert on all your site has to offer! Scan your website for potential words and phrases used when searching. Get inside the mind of your audience, how would they phrase their searches? You can also assume the form of your searchers by getting into the weeds yourself! Investigate possible competitors’ websites and the keywords/phrases that have been successful for them.
Understand the intent of your searchers. Are they looking to merely understand a topic? Introducing themselves to a service? Researching options before they buy? Or are they ready to purchase? By mapping out potential intents, you can better get to know the forms of keywords that are most typed into that search bar and how they are best suited for your site.
In the end, you should have a comprehensive list of keywords, key phrases, and their potential variations in the context of a search.
Write for the traffic you want
Now that you know a little more about the behavior of your searchers and their searches, let’s do a bit of writing. The goal in writing copy for your website is to make it as clear and concise as possible while loading it with info pertaining to your product or service.
This will be a multi-draft process so don’t be afraid of making mistakes! Anything can be edited or enhanced in the process of writing for your site. The better you know your product/service and its competitors, the better you will be able to write for your most beneficial outcomes.
Remember that there are people behind those clicks! Sometimes numbers can cloud the fact that real, living, breathing humans are doing the searching. Write for them! It’s okay to have a little fun with your copy. Use language that enhances your product while engaging the reader. We’ve all been stuck on page after page of long, dull, content whilst in a search. Creating an enjoyable website experience from top to bottom is the ultimate goal and enjoyable, easy-to-read copy will get you there!
Avoid keyword stuffing
So now that you’ve got all the keywords you need, you should load up your copy with as many as possible, right? WRONG. Loading your copy with excessive keywords is a surefire way to get flagged by Google and possibly penalized and removed from search engine results pages.
Here is an example of keyword stuffing:
“If you’re looking for the best hiking boots, look no further. Our brand offers the best hiking boots that you could want for your outdoor excursions. With durable materials and impeccable workmanship, these are the best hiking boots for work or play.”
A little bit of an annoying read, right? Remember that you are writing for your readers and not the search engine. This can be easily forgotten when your ultimate goals are optimizing for search engines rather than providing the absolute best experience for your user.
Here is an easy formula to use when adding keywords to your text:
Keyword Density = (Number of words in copy) / (Number of times keyword appears in copy)
Meaning that the ratio of your keywords to total word count should be low. A good rule of thumb is about a 2% keyword density. Use those keywords sparingly and effectively!
When drafting those first bits of copy, don’t worry about keywords so much. You can always tweak that keyword density in your final drafts.
Trust your quality content and adapt
You’ve done it! Your copy is superb and your keyword placement is second to none! As you attend to all other elements of SEO, remember to trust your copy! If you’ve done it right, it should start working for you.
One last thought: The world of SEO will change, and with it, so should your content. Pay close attention to changes in your market and audience and be ready to adapt! Know when to adjust and you’ll be just fine!
Check out these resources for extra tips and tricks on SEO copywriting, keywords, and more!
Good luck and happy copywriting!