June 18, 2021

5 SEO Copywriting Essentials

Many people are confused about search engine optimization. And it’s little wonder why. The Internet is packed with information about SEO techniques. Some agree, some contradict and others seem to do both. There’s a few reasons for the wide array of information. One is search engines change their algorithms. Another reason is some are focused on one particular method of search optimization.

As with almost any pursuit, not including more than one technique can actually impede progress rather than advance it. Website and blog copywriting is about appeasing two audiences: human visitors and index robots. To accomplish this, copywriting should include the following essentials:

Rewarding Content

Blog and website copy must be informational. It almost must be unique, fresh and on-point. Google, Bing and Yahoo! love original content. These engines can’t read except to index, so just publishing new content for the sake of it won’t please any visitor. And if the content is unrelated, index robots will not include it in future searches. However, relevant content, with the right keyword density will not only get indexed, it will get shared by readers. This makes for a great organic link building campaign.

Title Writing

Titles should include keywords being used in the content. Keywords should appear at the beginning of the title. But if the keywords don’t appear naturally at the front of the title, they can be placed in the middle or even at the end. Reworking a title just to place keywords at the beginning won’t impress readers and click through rates will drop or not exist.

Titles should be interesting, to the point and kept under 72 characters in length. Longer titles can be avoided by using headers within the copy, such as “h2” and “h3”. Using these other headers not only makes it more readable, it makes the post more attractive to search engines.

Meta Description

In the meta description field, place keywords or keyword phrases along with a summary of the post. Don’t stuff the meta description with keywords and keep it under 165 characters in length. Making the description concise will ensure it shows-up in total when a search is conducted.

Link Usage

Copy should include links to other relevant content. Anchor text should also be relevant to the link and shouldn’t be more than a few words. Links are important, but abusing them will only undermine the content. Links should not only be to previous posts or to a home page, but to other pages within a website and to third party sites or blogs. Reciprocal linking does wonders for SEO.

Keyword Density

Many people get hung-up on density and frequency. Density is the percentage in relation to the copy’s word count while frequency it the number of times a word or phrase appears within the text. Density ought to be 2 to 3 percent. And copy with 5 to 5 1/2 percent density will be penalized for stuffing.

Copywriting should be done naturally. This is key to build a true organic campaign which garners higher and higher rankings.

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