How to write great SEO copy

How to write great SEO copy
Reading Time: 3 minutes

People are arguing right now about just how important keyword saturation or keyword density is to improving your search ranking. While it may not be the number one factor in winning the Search Engine Optimisation (SEO) battle, it’s definitely worth giving keywords a try.

The truth is that writing SEO-friendly copy often creates more compelling and engaging content; the discipline forces the writer be concise, specific and relevant.

1)    Keywords

The first step is to generate a list of keywords you want to use. Generally, the rules here are:

  • Include your brand name and any derivatives.
  • Use keyword phrases rather than single words to reduce competition.
  • Think about what a customer would really type, not what you’d like them to type.

2)    Titles

Titles appear in the grey bar at the top of your browser, and are also the first thing a user will see if using a search engine to find your site. Generally, it’s a good idea to:

  • Include your brand name.
  • Limit copy to about ten words.

Don’t just cheat and repeat your chosen keywords with commas: you won’t be doing yourself any favours.

3)    The first copy on the page

Try to include (somewhere on the page as close to the top left-hand corner as possible) a statement that explains what your site is and what it offers, again using your keywords in a reader-friendly way. This should not be your strap line (which is generally more abstract) but a more specific outline of site content.

4)    Header and subs

Don’t waste valuable headers and subs on abstract statements or witty snippets. For example, a sofa seller should avoid headers such as ‘Recline in style’ and go with ‘Stylish leather sofas’. All those H1, H2 and H3 tags do contribute to your keyword saturation score so use them wisely.

5)    Avoid repetition

So you sell sofas, and you’ve already mentioned that in the title, header, sub and body copy. In the SEO world, over-saturation is just as bad as under-saturation, so avoid flooding the page with your keywords.
Don’t just repeat a word mindlessly. Instead, look for synonyms, and assume that search algorithms are advanced enough to look for contextually related words. You may find these are more successful than your original keyword choice.

6)    Be specific

If you sell hand-crafted whistles from the foothills of the Peruvian Andes then say so. Although fewer people will search for such a detailed item, there will also be less competition for this kind of keyword phrase.

Ah! There is so much more I could tell you about: use of bold and bullets; hyperlinks; CTAs; readability; snippets – the list goes on. However, the more time I spend writing this post, the less time I’m spending writing amazing SEO copy for my clients.

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