Here are some tips to get the right balance of SEO copywriting to attract both Search Engines and remain engaging to visitors.
SEO copywriting involves a balance of written copy to attract Search Engines while remaining reader-friendly and nudging visitors towards conversion. It has evolved from simply writing web page copy with clumsily-inserted keyword phrases to developing compelling copy for visitors and for other websites to link back to and resource for their own sites. Here are 7 SEO copywriting tips you can incorporate on your pages.
Write well and write often
The underlying premise of SEO copywriting is to write quality content that other websites will naturally want to link back to. Google and other Search Engines love useful, well-written, fresh and original content. If visitors find the material on your website useful, they will link to it and share it with their community. Google sees a back link from a high authority website as a validation for your website and this will impact on your rankings.
Natural keyword insertion
Your aim is to insert keywords organically within SEO copywriting. Remember you are writing for visitors as well as Search Engines. Well optimised pages will drive traffic to your pages but well written copy (see above) will result in a higher conversion rate and attract back links to your site. Be careful not to stuff your copy with keywords as this is considered to be spam by Search Engines and your website may even lose rankings as a result.
Use headings wisely
Headings are used to define organisation structure on a web page and as a navigation or guide for the reader but they are also important for Search Engine Optimisation and telling the Search Engines what your page is about. Headings should match the selected keywords and ideally your main keyword phrase should be at the start of your H1 heading on the page. Use subheadings to optimise for secondary keywords.
Title tags and meta description tags
The title tag is displayed on the Search Engine Results Page (SERPS). The text you use in the title tag is an important factor in how a Search Engine may decide to rank your web page (65 characters is the cut-off in Google). The suggested meta description tag you write is not always used by Search Engines but it is the summary text that sits underneath the title tag in the SERPS (160 characters is the cut-off).
Good use of inbound links
Cross-linking serves several purposes; it gives readers more information about a topic and guides them through your website and also facilitates Search Engines crawling through your pages, helps build the relevancy of a page to a keyword phrase and ensures PageRank is shared among the articles on your website. Interlink your pages with contextual links whose anchor text is relevant to the target page.
Have useful external links
Some people believe that if you link to external sites this will dilute your PageRank but organic copy should naturally have external links to help visitors find more information. However, if possible, try not to use your main keyword phrase for that page as anchor text to link out to other pages. Keep in mind you should only link to pages on quality websites that are relevant to your content.
Don’t forget about images
Don’t forget naming of images can also increase your website’s ranking and Google Images is an important referrer of traffic. With SEO copywriting, it is important to have a balance of text and images and a good image-to-text ratio as Search Engines prefer websites that are text heavy. Give your images keyword-rich names and use ALT text (alternative text) to describe an image in case it doesn’t render on a website.
When hiring either in-house copywriters or outsourcing your copy, it is important to find a writer who understands how to write for both Search Engines and for visitors to your site. SEO Works is a leading service provider with a team of SEO experts, copywriters and link building analysts who will help you optimise your pages and create SEO copywriting that drives traffic to your website and results in an improved conversion rate.