Getting Started with SEO Copywriting
Getting started with SEO copywriting can feel like a daunting task for businesses not used to the concept. In short, SEO copywriting is writing copy that will be favoured by search engines like Google, increasing the likelihood of your website ranking highly on their result pages. But what specific techniques go into optimising your copy for Google? What rules should you follow and what practises should you avoid?
All of these questions and more will be answered in this guide to getting started with SEO copywriting. By following these tips, you have the basic knowledge about how to write copy for your business that is not only engaging, but optimised for success online – bringing in more traffic to your website and ultimately leading to more sales.
The Importance of Keywords in SEO Copywriting
When writing copy for your website, you need to write around a certain keyword or phrase that is relevant to that content. The keyword you choose should be based on certain search terms that relate to your business. This way, Google will be able to match your content to these search terms when people are looking up your particular products or services.
Conducting keyword research will help you find the best terms to base your copy around. Once you have a list of strong keywords that relate to your business, you can start optimising pages of written content around each one. Each page should only target one keyword, and that keyword should feature in the heading, sub-heading, and throughout the body text.
Be careful you don’t enter keyword stuffing territory, which is when you load your copy with your target keyword an unnecessarily large number of times in order to game the system. Google’s algorithm picks up on this tactic and penalises the page as a result.
Formatting SEO Copywriting
Formatting is a major factor in optimising your online copy as Google favours content that has been structured with readability in mind.
Here are some formatting tips to best optimise your copy for SEO purposes:
- Page headings should be formatted under “H1”, with sub-headings under “H2”, sub-sub-headings under “H3” and so on.
- Use bolding, italicising, and underlining to highlight important words throughout your copy.
- Make bullet point lists (like this one!) to break up information in a more digestible way.
- Most sentences should be kept under 25 words.
- Most paragraphs should be kept under four sentences.
All of these formatting considerations will make your copy more readable and more likely to be favoured by Google.
Don’t Forget the Missing Link
When writing copy for your business’ website, make sure to include both external and internal links. Doing so will mean that webpage is communicating with other pages around the internet while also taking your visitors on a journey beyond that one piece of content.
Internal links are links to other pages on your own website. They help to move traffic around your website, ensuring that your visitors have somewhere else to go once they have finished reading the first page of copy.
External links take the user to a different website, albeit one that is related to the original piece of content in some way. For example, a blog article on a real estate agency’s website may link out to the RTA’s website to give credibility to their property management services. External links can be a great way to show how connected you are to your industry, which will help Google discover and rank you work.
Master Your SEO Copywriting
While SEO copywriting can feel overwhelming at first, by applying these tips you will be giving your business’s website content the best chance of ranking highly on Google and increasing your overall traffic.