SEO copywriting can be a crucial key in your marketing strategy. You can invest your time and money in developing a great website only to find that you aren’t generating the amount of business you expected. Unfortunately, the belief that a website will magically generate more business is false. People searching for your products or services need to be able to easily find you. The key is SEO copywriting.
SEO copywriting is a set of techniques to make your website more search engine friendly with the goal of getting a higher ranking on free (organic) search results (organic search results appear in the middle of each page, with paid results appearing at the very top and right-hand side of the page).
Does your site come on the first page of results when you conduct an internet search for the keywords describing your products or services? If not, applying SEO copywriting techniques on a consistent basis will help you reach this goal.
Besides SEO copywriting, other basic elements that play a role in search engine optimisation include:
- relevant and interesting content
- good website structure
- pertinent links to your website from other sites.
In this article, however, we will focus on SEO copywriting as the first step and having relevant and interesting content.
SEO copywriting with the right copy for your site
Part of your site’s ranking is determined by how relevant your content is to what people are searching for. You need to know what terms people are searching for to determine the best keywords and phrases for your site before you start your SEO copywriting.
You can use online keyword tools such as Google Adwords Keyword Tool to find the key words and phrases being used, and how often, to search for your product or service.
Let’s say your company sells laser printers. Here are the average monthly search volumes for Google searches in Australia for the following phrases.
- laser printer 74,000
- laser printers 33,100
- colour laser printer 9,990
- colour laser printers 3,600
These are only a few of many key words and phrases used to search for laser printers, but they show us how to choose more effective keywords for your site with SEO copywriting in mind.
Notice that there are more than double the number searches for the singular than plural forms of the phrases. This is important because most search engines, including Google, treat singular and plural words and phrases differently. When SEO copywriting for your site, you will want to prioritise the terms laser printer and colour laser printer.
When analysing websites, spiders and robots look for the density of keywords and phrases on pages. The optimum keyword density depends on the search engine, but you’ll want a keyword density around 2.5%. If you were writing a page describing your laser printers, you would want to repeat the phrase laser printer often enough in the SEO copywriting so that it makes up at around 2.5 per cent of the copy on the page. The challenge is to do this in a way that seems natural and doesn’t annoy your readers. There are many free keyword density tools online that you can find by doing an internet search using the phrase keyword density.
SEO copywriting with relevant and interesting content for your site
Having relevant content for your site will help with search engine optimisation. If you are selling laser printers, you can have an article in your site titled Tips for Choosing the Best Colour Laser Printer for Your Needs. Not only will this give you the opportunity to include more keywords on your site with SEO copywriting, and improve your search engine rankings, it will build trust and show that you know your business.
Besides articles, blogs are a way to keep customers and prospects informed about the latest developments. For instance, you can write about the new model releases in your blog with the goal of ranking highly for search results for the latest models. Coming up with new blog ideas and checking the search statistics will give you good ideas of what to cover in your SEO copywriting.
For ideas on how to develop more SEO website content, visit Content Writer Ideas for Creating Interesting and Relevant Content.