Writing SEO Copy - 8 Steps to Success
We all know that the lion's share of web traffic comes through the search engines. We also know that keywords and links to your site are the two things that affect your ranking in the search engines. Your keywords tell the search engines what you do, and the inbound links tell them how important you are. This combination is what determines your relevance. And relevance is what the search engines are after.
There's a lot of information around about how to incorporate keyword phrases into your HTML meta tags. But that's only half the battle. You need to think of these tags as street-signs. That's how the search engines view them. They look at your tags and then at your copy. If the keywords you use in your tags aren't used in your copy, your site won't be indexed for those keywords.
But the search engines don't stop there. They also consider how often the keyword phrase is used on the page.
To put it simply, if you don't pepper your site with your primary keywords, you won't appear in the search results when a potential customer searches for those keywords.
But how do you write keyword-rich copy without compromising readability?
Readability is all-important to visitors. And after all, it's the visitors that buy your product or service, not search engines.
By following these 8 simple guidelines, you'll be able to overhaul the copy on your website ensuring it's agreeable to both search engines and visitors.
1) Categorise your pages
Before writing, think about the structure of your site. If you haven't built your site yet, try to create your pages around key offerings or benefits. For example, divide your Second Hand Computers site into separate pages for Macs, and PCs, and then segment again into Notebooks, Desktops, etc. This way, you'll be able to incorporate very specific keyword phrases into your copy, thereby capturing a very targeted market. If you're working on an existing site, print out each page and label it with its key point, offering, or benefit.
2) Find out what keywords your customers are searching for
Go to www.wordtracker.com and subscribe for a day (this will only cost you about AUD$10). Type in the key points, offerings, and benefits you identified for each page, and spend some time analysing what words customers use when they're searching for these things. These are the words you'll want to use to describe your product or service. (Make sure you read WordTracker's explanation of their results.)
3) Use phrases, not single words
Although this advice isn't specific to the web copy, it's so important that it's worth repeating here. Why? Well firstly, there's too much competition for single keywords. If you're in computer sales, don't choose "computers" as your primary keyword. Go to Google and search for "computers" and you'll see why? Secondly, research shows that customers are becoming more search-savvy - they're searching for more and more specific strings. They're learning that by being more specific, they find what they're looking for much faster.
Ask yourself what's unique about your business? Perhaps you sell cheap second hand computers? Then why not use "cheap second hand computers" as your primary keyword phrase. This way, you'll not only stand a chance in the rankings, you'll also display in much more targeted searches. In other words, a higher percentage of your site's visitors will be people after cheap second hand computers. (WordTracker's results will help you choose the most appropriate phrases.)
4) Pick the important keyword phrases
Don't include every keyword phrase on every page. Focus on one or two keyword phrases on each page. For your Macs page, focus on "cheap second hand macs". For the PCs page, focus on "cheap second hand pcs", etc.
5) Be specific
Don't just say "our computers". Wherever you would normally say "our computers", ask yourself if you can get away with saying "our cheap second hand Macs" or "our cheap second hand PCs". If this doesn't affect your readability too badly, it's worth doing. It's a fine balance though. Remember, your site reflects the quality of your service. If your site is hard to read, people will infer a lot about your service?
6) Use keyword phrases in links
Although you shouldn't focus on every keyword phrase on every page, it's a good idea to link your pages together with text links. This way, when the search engines look at your site, they'll see that the pages are related. Once again, the more text links the better, especially if the link text is a keyword phrase. So on your "Cheap Second Hand Macs" page, include a text link at the bottom to "Cheap Second Hand PCs". If you can manage it without affecting readability, also include one within the copy of the page. For example, "As well as providing cheap second hand Macs, we sell high quality cheap second hand PCs". TIP: If you don't want your links to be underlined and blue, include the following in your CSS file:
Then format the HTML of each link as follows:
As well as providing cheap second hand Macs, we sell high quality cheap second hand pcs.
7) Use keyword phrases in headings
Just as customers rely on headings to scan your site, so to do search engines. This means headings play a big part in how the search engines will categorise your site. Try to include your primary keyword phrases in your headings. In fact, think about inserting extra headings just for this purpose. Generally this will also help the readability of the site because it will help customers scan read.
8) Test keyword phrase density
Once you've made a first pass at the copy, run it through a density checker to get some metrics. Visit http://www.gorank.com/analyze.php and type in the domain and keyword phrase you want to analyse. It'll give you a percentage for all the important parts of your page, including copy, title, meta keywords, meta description, etc. The higher the density the better. Generally speaking, a density measurement of at least 3-5% is what you're looking for. Any less, and you'll probably need to take another pass.
Follow these guidelines, and you'll be well on your way to effective SEO copy.
Just remember, don't overdo it. It's not easy to find the balance between copy written for search engines and copy written for customers. In many cases, this balance will be too difficult to achieve without professional help. Don't worry, though. If you've already performed your keyword analysis, a professional website copywriter should be able to work your primary keyword phrases into your copy at no extra charge.
About The Author
* Glenn Murray is an SEO copywriter and Article Submission Specialist. He is a director of PublishHub and also of copywriting studio Divine Write. He can be contacted on Sydney +612 4334 6222 or at email@example.com. Visit http://www.divinewrite.com or http://www.publishhub.com for further details, more FREE articles, or to purchase his e-book, 'SEO Secrets'.
SEO Keyword Research: 13 of the Biggest Mistakes You MUST Avoid Search Engine Journal
SEM vs. SEO vs. PPC Defined: What’s the Difference? Search Engine Journal
The Future of SEO: What SEO & Marketing Pros Need to Understand Search Engine Journal
Three Off-Site Tactics That Seriously Boost SEO Traffic MarketingProfs.com
Here’s how to leverage long-tail keywords for your SEO Search Engine Land
Ongoing Education: Your Secret to SEO Success Search Engine Journal
A 50-Point Audit for Getting Started with Local SEO Search Engine Journal
Basic SEO Tips Any Content Writer Should Know Business 2 Community
Real-Time Insight & Real-Time Action in SEO: How Automation Bridges the Gap Search Engine Journal
What is SEO? businessjournaldaily.com
Trend-Watcher: 6 New Ways to Do SEO in 2020 Business 2 Community
7 Ways to Improve Your Website's SEO Business.com
Google’s Baby Algorithms: How to Think About Them for SEO Search Engine Journal
5 Free Keyword Research Tools for SEO & PPC JumpFly PPC Advertising News
Google Launches New, Animated Video Series About SEO for Beginners Search Engine Journal
Let's Untangle the Knotty Mystery of SEO Radio World
Learn How to Make Search Engine Optimization (SEO) Work for You USGlass Metal & Glazing
SEO best practices support ADA compliance for digital accessibility Search Engine Land
Google’s John Mueller Speaks on SEO for Dark Mode Websites Search Engine Journal
5 SEO Tips to Optimize Your Next Blog Post Business 2 Community
How to find your ideal SEO agency Search Engine Land
GoodFirms Unlocks the Most Trustworthy Digital Marketing and SEO Companies for November 2019 - PRNewswire
GoodFirms Unlocks the Most Trustworthy Digital Marketing and SEO Companies for November 2019 PRNewswire
5 SEO suggestions to market your food truck | Commentary Food Truck Operator
TF-IDF: Can It Really Help Your SEO? Search Engine Journal
Why the University of Arizona changed its abbreviation for SEO Search Engine Land
Google Update November 2019 Search Engine Journal
How to Boost SEO for Coworking Spaces Commercial Property Executive
Scorecard: The New SEO Tool To Help Your Business Get Noticed Women Love Tech
Redefining SEO in the Age of Digital Transformation Destination CRM
Tesla Solar: Is Google SEO the Only Issue? Market Realist
5 Metrics Crucial to SEO Success PR News - For Smart Communicators
Video: Eric Enge on Google advice vs. real-world SEO experience Search Engine Land
For SEO, How Fast Is Fast Enough? Practical Ecommerce
Benchmarking Beyond SEO: What Competitors' Website Traffic Can Reveal Search Engine Journal
The psychology of SEO on Brains Byte Back The Sociable
University of Arizona switches from UA to UArizona for SEO The Associated Press
Pro Rank Tracker Launches Lite Tool Rankitor, with Plans Starting at $5 Search Engine Journal
Screaming Frog releases SEO Spider version 12.0 Search Engine Land
SEO: Google's BERT Update Helps Ecommerce Product Pages Practical Ecommerce
Why Discoverability Needs to Be an SEO Focus with Garrett Mehrguth [PODCAST] - Search Engine Journal
Why Discoverability Needs to Be an SEO Focus with Garrett Mehrguth [PODCAST] Search Engine Journal
Jeopardy: SEO Is Short For Search Engine Roundtable
Brennen Bliss Recognized as Young SEO Professional of the Year at 2019 US Search Awards - Business Wire
Brennen Bliss Recognized as Young SEO Professional of the Year at 2019 US Search Awards Business Wire
Barry Schwartz on Covering SEO News, Productivity & How to Grow a Business [PODCAST] - Search Engine Journal
Barry Schwartz on Covering SEO News, Productivity & How to Grow a Business [PODCAST] Search Engine Journal
How to find cheap & affordable SEO services Business MattersBusiness Matters
Travel SEO: 8 Ways to Build Links & Get Press as a Travel Brand Search Engine Journal
An Introduction to Python for Technical SEO Search Engine Journal
How to Create Content For Terrific Website SEO Business 2 Community
SEO 2020: Top 15 Google Page Ranking Factors hypebot.com
Voice Search SEO: How To (Step-by-Step Guide) Business 2 Community
SEO Link-building for Ecommerce Practical Ecommerce
Baidu SEO: Content Delivery, Speed & Accessibility Search Engine Journal
80 SEO & SEM Statistics That Prove the Power of Search [2019 Update] Business 2 Community
Long Island SEO Company, fishbat, Offers 3 Ways Fast Food Chains Can Profit From Social Media Influencer Promotions - PRNewswire
Long Island SEO Company, fishbat, Offers 3 Ways Fast Food Chains Can Profit From Social Media Influencer Promotions PRNewswire
Could Blogging Boost Your Ecommerce SEO? Practical Ecommerce
5 DIY SEO Tips That Your Small Business Needs Business.com
How Google's BERT SEO Update Will Impact Content and Search PR News - For Smart Communicators
Minok Seo, of Bristow won $152,973 PotomacLocal.com
Google BERT Update – What it Means Search Engine Journal
Struggling with ROI on SEO? Here are five steps to better returns Marketing magazine Australia
11 Tools to Use for Your YouTube SEO Business 2 Community
SEO from Expired Domains - DNW Podcast #258 Domain Name Wire
SEO Specialist job with Creative Circle | 406576 mediabistro.com
Is SEO really beneficial for smaller businesses? Business MattersBusiness Matters
Video: Eric Enge on building and selling his SEO agency Search Engine Land
The Truth About Multiple H1 Tags and SEO Business 2 Community
SEO Analyst job with Creative Circle | 406533 mediabistro.com
Tremendous Growth Report on Search Engine Optimization (SEO) Software Market 2019-2025 with Major Key Player like Moz Pro, WordStream, SpyFu & More - Market Report Gazette
Tremendous Growth Report on Search Engine Optimization (SEO) Software Market 2019-2025 with Major Key Player like Moz Pro, WordStream, SpyFu & More Market Report Gazette
What takes an SEO firm into top ranks? Deadline News
5 Reasons Your Business Needs to Invest in SEO in 2020 Promotion World
Expedia Suffers Major Decline, Blames the Changing SEO Landscape Business Deccan
SEO Testing Service Market Research Report (2019-2025): New Opportunities, Key Trends and Growth Factors | SEO Tester Online, WebDepend, Click Information System - Daily Watch Reports
SEO Testing Service Market Research Report (2019-2025): New Opportunities, Key Trends and Growth Factors | SEO Tester Online, WebDepend, Click Information System Daily Watch Reports
Creative & SEO Copywriter, Penguin General - London The Bookseller
Developing A List Of Keywords For Marketing
Keywords aren't just some words that allow search engines, like Google, to find your web site. They are also key elements for creating attractive language to use in your marketing or advertising material.
Keyword Selection- The Dark Horse of Search Engines Optimization
Below are what I call the "10 Commandments" for Keywords.To start with select "keyword phrases" NOT keywords.
Optimizing Online Catalog Copy for the Search Engines
It only makes sense. You have an e-commerce catalog site.
The Great Search Engine War, Where Content is King
When search engines first appeared, they were simple affairs consisting of a relatively basic database containing small amounts of information about websites. The search engine database allowed web-surfers to search for specific words or phrases.
What You Did Wrong With Your Domain Names!
Trying to improve search engine rankings is just like a rubics cube. A puzzle that can keep you occupied for hours.
Do Not Drop Your Web Site Off the Search Engine Cliff
If you've been feeling like Tom Cruise climbing up the side of some remote jagged mountain in the blazing hot sun and concerned you're facing "mission impossible", chances are you own a web site.Adding to the intense thrill of web site ownership are keyword comparisons and bidding for good keyword positions in search engines.
Google Takes Care of Idiots Too
There's an old saying that goes, "God takes care of babies and idiots."Truly this statement applies to me, because when it comes to my search engine optimization skills, I'm on the idiot side of scale.
Search Engine Optimization (SEO) Strategy - Navigating the Dark Waters of Website Promotion
Creating a well-designed website is the first step in your internet marketing strategy that must be backed up with techniques designed to drive traffic to the website for successful, long-term results. You wouldn't consider opening a retail store in a major shopping mall without signage and you shouldn't consider having a nice looking website designed without expanding your web presence in order to be found on the internet.
Have You Heard Of Website Optimization
Have you heard of website optimization ? If you are building a website or have a new one and you have never heard of it, then you had better take note, because if you want to climb the ladder on the search engines it is something you need to learn about. Website optimization means optimising your website so the search engine spiders will love it.
Is My Search Engine Optimization Working?
You've just built a website and can't wait to start popping up in the top listings of search engines. After all, you've paid this company even more money to create "optimized, search engine friendly pages, start building links and add lots of fresh content.
Using Blogs for SEO
Why Start A Blog?I knew about blogging and blogs for years before I actually started my first blog..
Googles New SEO Rules
Google has recently made some pretty significant changes in its ranking algorithm. The latest update, dubbed by Google forum users as "Allegra", has left some web sites in the dust and catapulted others to top positions.
What is The Google Sandbox Effect?
In the age of fair competition you may find it hard to believe that a search engine may hinder the appearance of a new website. This is what is currently believed to be happening on more web servers today.
Choosing a good domain name isnt always so simple.
So you need a domain name for your brand new internet business. You may even have some cool ideas for a new domain name combination that will really impress your friends.
Dont Submit Your Website To Any Search Engines
We all want to get our websites high up in the search enignes but how do you do it? One thing you shouldn't bother doing is submit your site to any search engines. Not Google, not Yahoo!, not AltaVista.
Diary of a Google Gazumpee
Back in November, when the Google Dance began, Barry Lloyd of makemetop.co.
Goofy Mistakes that Hurt Your Search Engine Rankings
One thing is for sure, you don't want to spend hours, perhaps days, months, or years on a website to have some stupid little mistake get your site dropped or never even listed in the search engines. There are a lot of rules that search engines have created to block out what they call spammers, so don't kid yourself by telling yourself you are not an evil spammer.
Search Engine Optimization: Get the Low-down
Been hearing the words Search Engine Optimization lately? I know I have. But what is it, you wonder? Well, that's what I'm here to talk to you about.
How To Soar In Your Search Engine Marketing, In The Post Google Era Part 2
'Are Google's Days in the Dominant Position in Search Technology Numbered?'In an aggressive attempt to get SEO under control, perhaps for its new IPO, Google is evolving into a less relevant search engine losing market share to Yahoo! Furthermore, on the horizon is Microsoft's launch into the search business, which will integrate search some how into the Find feature of your operating system (it is the system used to find files in Windows). It other words, with the new Windows you will be able to search files on your computer and also the Internet.
Dynamic pages and the Search Engines By Clare Lawrence 10th March 2003 Clare is the CEO of Discount Domains Ltd a leading UK Domain name registration service.Do search engines such as google penalise dynamic pages?Dynamic pages are used to deliver content from a database to websites - the advantage being that data can be updated and the contents of pages changed without the need to reload pages etc.
|home | site map|