Writing effective copy for search engine optimisation
Write great words and they will come...
Last week I was rushing to get out of the house for work and quickly wrote a note to my husband to "buy milk". When I returned from work my husband had dutifully placed two pints of the very best pasturised milk in the fridge. Of course I threw a strop because it wasn't pasturised milk I wanted it was baby formula milk! And yes of course he should of known that! Just like human beings, search engines can't make a judgement about what you're describing unless you qualify it with more detail. Leave something out of your copy and you could mislead them.
The main aim of the copy is to provide users with rich information on your product. This will then be optimised for your keywords. Copy should primarily be for users, then for search engines and should encourage conversions.
Use the right
keywords
Search engines use keywords to decide what the page is about. These
keywords are essential to any search engine optimisation strategy and
your starting point! You’ll use your keywords throughout your
site – in the body copy, links and meta data – in
fact
everywhere! So needless to say you need to research your keywords
thoroughly. So where do the keywords come from?
- Start by brainstorming what your product or service is about
- Use a thesaurus to find similar keywords
- Look at what keywords your competitors use in their copy
- Use keyword tools such as Wordtracker, Google Traffiic Estimator
- Aim for about 10 primary keywords and 10 secondary keywords
- Research keywords for all subject matter on your site
Use an Introduction
- Set the scene for the user by writing an introduction.
- Use keywords within the first few sentences
Use bold for keywords
- Bolding primary keywords aids customer usability
- Recent research suggests it also has an effect on rankings
Creating internal links within the page and body copy is an essential part of SEO. Internal links are often achieved through primary linking through the main navigation bar but it is also important to add links between pages in the body copy.
- Ensure the body copy link has the keyword in the link text
- Stick to a format for internal links and a coherent site navigation
- Ensure the hype.r link is descriptive with the keyword
- Don't use "click here" for links use the keyword instead
Create a clear linking structure in the body copy between pages
Use Call to Actions
- Use frequent and consistent calls to action throughout
- Ensure calls to actions are displayed in hyperlink text.
- Graphics/buttons should have a consistent keyword alt tag.
- Break up text into clear sections that are easier on the eye
- Use bullet points where possible
- Let users skip sections and scan individual words and phrases.
Use Synonyms
Search engines like Google live and breath relevancy – that’s what makes them tick. The use of synonyms helps your copy show more relevancy to the search engines. For instance, if you’ve started out with a primary keyword such as “baby”, search engines will have a hard time telling what the page is about. However, by adding copy that discusses “infants”, “youngster”, “child”, the search engines can see what you’re talking about a baby.
On the other hand by adding words such as “pamper”, “molly-coddle”, “spoil”, “indulge” you can change the whole theme of the page by talking about a type of human interaction.Each time you write a page of copy add a few synonyms in there that relate to your primary keyword.
Write copy specific for the web
- Write specifically for the web and don’t upload catalogue copy.
- Use approximately 50% less text that your product catalogue.
Thematic Unity
The search engines index pages that have a common theme identified throughout their meta data, body copy, photographs, pictures and directory file name. Ensure you maintain thematic unity throughout each landing page by including the same keywords in meta data, alt tags for photographs/graphics and body copy.
Keyword Density
- Use primary keywords in meta tags, introduction and body copy
- Use secondary keywords in the main body copy
- Use the exact phrase and the words in different order
- Use synonyms, plurals and variations on the keywords
- Scatter keywords throughout the copy every 50 words or so
- Ensure landing pages have at least 250 words of copy
- Aim for approximately 10% of keywords in the text.
- Use www.keyworddensity.com
to test effectiveness
Click here for SEO copywriting example
