COPYWRITING AND SEO
How to make full use of Website Copywriting and SEO for your website
If you are starting a business and relying on your website to bring in new customers, you need to be fully aware of how excellent copy can boost SEO website rankings.
When building your website, every single word is essential for SEO. Keeping on top of how copywriting affects SEO and the continually changing rules surrounding SEO and copywriting, is crucial for a successful SEO campaign.
The focus is on knowing how to gain SEO points by implementing a delicate balance of primary keywords, titles, and headings. At the same time, focus on copy relevant to your main keyword but optimised in a way that provides relevance and engagement for the reader.
Researching and creating a solid outline for your SEO campaign will help cover all the elements that Google seeks. At the same time being aware of any competitive terms, for example, having an exact match of keywords in the H1 is no longer relevant. The big competitors are not using precise matching of keywords in their H1s (a significant change from a few years ago)
Multiple subtitles (H2s) rank very well with keywords included.
Picking out essential words is not a creative process. Instead, it is more about thinking in algorithms, knowing what Google looks for, Google will ignore commonly used words, i.e. the, it, if etc. Instead, the essential words stick out in Google Bot, are unique words.
Synonyms – Google will break the text down, look for crucial words, including synonyms. Google can recognise synonyms as the same items, e.g. “horse” and “equine” will throw up very similar results. Google knows that “horse” is a similar word as “equine”.
Find all the essential words that will determine relevance. Google looks for groups of common words, thus creating a footprint. Therefore, words such as “car”, “auto”, “engine”, “brakes”, “oil” etc. all words relevant for the automotive industry, grouping them, will help your website rank higher.
Ensure you provide sufficient essential words on a particular theme. Google has to know, from grouping together the words on your site, what exactly your website conveys. Create a theme, using as many words in a particular category as possible; focusing on these essential words will help with SEO.
Creating copy starts with research, discovering and outlining all the elements that Google expects to find — for example, writing a case study with H2s to provide subtitles and relevance.
Essential SEO factors to bear in mind
Incorporate keywords into your titles with the use of an H1; link this with your keyword to give relevance.
Use H2s throughout, again corresponding to the keyword
Without overusing your keyword, ensure your copy emphasises the keyword in the first paragraph at least two or three occasions. Thus allowing Google to quickly understand and pick up your keyword as used in the H1. Thus flowing nicely and naturally for the reader rather than randomly dropped into a sentence out of context.
Research the competition and the use of your keyword
Analyse what your competitors are doing and have a strategy to surpass them. Be brave and bold and challenge yourself, use custom images and video, infographics, and audio to provide a competitive advantage.
Write good copy and lots of it!
Focus on the intent of your potential customer. Google wants to satisfy the purpose of web searching. By creating educational based content in the form of webpages, articles and blogs to deal with enquiries to meet researchers of particular products, your website will sit well with Google.
Researching your keyword and examining where it crops up regularly. Be it in home pages, articles or case studies will guide you on what sort of copy needs creating and will help you focus and prevent wasted time and overkill with copywriting.
Create copy that pops and stands out from your competitors.
Write with readability in mind. Create well-formatted content, with plenty of headings, short but efficient paragraphs, bullet points.
Engaging content performs far better than content written in the form of a dissertation so, unless your target market is professionals, write for the average person.
Internal Links to other pages on your website, and outbound links for on-page optimisation, ensuring your website finds favour and is relevant for search engines.
Design and UX are paramount. Think about the website user and focus on being content-centric for an optimal experience. Avoid distracting or alienating your reader with intrusive pop-ups and push notifications or overly monetised content.