When SEO is (nonchalantly) mentioned, a few obvious things immediately pop into your mind, such as: Google rankings, link building, conversion rates, and Volacci (OK, I added the last one). While all of these elements are detrimental to your campaign’s success, there is another element that always gets ignored like the smart kid in dumb class: copywriting.
When building an authoritative site, you will want to optimize your copywriting content. It is very effective in getting Google’s attention, but you should also optimize for your human readers as well. I tend to use a ton of metaphors and pop cultural references to draw in the reader’s attention and get them hooked. It is a delicate balance between using the right amount keywords and training the reader to finish your blog post, article, or call to action.
Some writers write first and then optimize later, while other optimize as they go. There are different methods for different writers, whatever works for you. What works fo me, however, are five SEO copywriting tips that have made many of Volacci’s client websites successful. SEO copywriting tips after the jump..
Use the keyword you are targeting in the title of your content. The closer to the beginning of the title the better, but the main key here is that they appear somewhere.
For example, this blog post is targeting: “SEO” and “SEO Copywriting”. I managed to get my keywords in the beginning of the title, while keeping it compelling. This tells Google that these keywords are the most important of the post. If you are unable to get the keywords toward the beginning, no worries, you can place an alternative title in your title tags. This is also a way to position keywords in the beginning.
It is recommended that the title and the title tag are variations of each other and never the same.
The truth with this tip is that keywords in meta descriptions will not affect your rankings. What is also true, though, is that the meta description is the snippet that human readers see underneath your Google result in the SERPs, below the title. This description can determine whether a person clicks through or not. If your page, post, or article pops up for their query, the meta description with a properly placed keywords could seal the deal for a lucrative click through.
Keep meta descriptions under 165 characters so the full description is visible in the search result. People LOVE complete sentences!
Don’t get this confused with keyword density. Keyword frequency is the number of times your keywords appear on the page. Keyword density is the ratio of keywords to the rest of the words on the page.
Use your keywords often, but only when appropriate. One of the many skills of an SEO copywriter is knowing HOW to write for keywords, while keeping a natural flow of language. If your keyword frequency is crossing the line into spam-hood, your keyword density will be ~ 5%.
Don’t mindlessly repeat keywords just to optimize. This will only achieve the opposite result.
Search engines always want to know who you are “connected to”, which pages, websites, and content you are associating yourself with. If you are fraternizing with a less than reputable website, Google will know.
This also pertains to the servers websites are hosted on as well. Does your server host porn or spammy sites? If you don’t know, you should find out.
For SEO purposes, linking to other pages matters. So be careful who you link with.
Here are some basic linking rules:
• Link to relevant content early in the body copy
• Link to relevant pages every paragraph or so.
• Link to relevant internal pages on your website
• Link with relevant anchor text
These SEO copywriting tips are generally considered current best practices. Focus on balancing these rules with your content, and you will please both the search engine spiders and the humans that read it.
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