SEO copywriting oftentimes gets a bad reputation. And with all the keyword-stuffed sites on the Web, you can easily understand why people think SEO copy falls in one of two camps:
- Your marketing content is SEO-rich and unreadable for humans.
- Your content is written for an audience, thus sacrificing a high search ranking.
Sūmèr knows from years of experience online marketing content can have the best of both worlds—high search rankings and highly engaging content. It’s just a matter of finesse—and common sense.
Here are 5 tried-and-true SEO copywriting tips that will drive traffic to your site or blog, while offering content that is compelling, useful, and credible.
1. Build cornerstone content.
Content marketing strategy involves building a site that has credibility in your target market. You simply have to offer valuable content related to your company’s expertise and your market’s interest.
Such content is called “cornerstone content.” For example, take a look at Copy Doodle. Our blog is created around keywords that speak to our niche, such as “copywriting,” “online content marketing,” and “SEO.” These keywords are the root of our cornerstone content and the heart of what our target market is most interested in learning about.
If you really want to rank high in searches, create a tutorial of valuable content, then build a landing page optimized for your tutorial’s keyword. Make sure all the links to the “sections” of your tutorial are on this page. This SEO strategy groups a lot of content onto one search engine optimized page, rather than diluting its optimization across multiple pages. Not to mention, this SEO page is useful for your audience and highly sharable.
2. Update your content to increase conversion rates and rankings.
Every time a visitor clicks “back” from your site after not finding what they were looking for, search engines make note. These bounce rates will eventually show the search engines that your site quality isn’t good—and your rankings will take a hit.
Keep your online content fresh and up-to-date to reduce bounce rates and increase relevance—and interest. Not only does this increase your rankings, but it will keep your audience on the page longer when they see new, engaging content, updates, or blog posts.
3. Don’t forget about page descriptions and titles.
Search engine rankings care about the details, including page titles and descriptions. After all, this copy is the first to appear on Google’s search results and the only thing a visitor has to look at when deciding whether or not to click on your site.
Page titles should be keyword rich and contain the site name and page name in 70 characters or less. Page descriptions should be no longer than 160 characters—a little less than a Tweet!—and should offer a keyword-rich description of the page’s content. Think of the page description and page title as you would an ad—you have very little time to capture a viewer’s attention and entice them to click.
4. Use the right keywords in the right place.
SEO is built around highly-targeted keywords, but that’s just the tip of the iceberg. As a rule, if you want a 3% keyword density, you’d include a keyword phrase 3 times for every 100 words you write.
But where you position those keywords matters, too. For example, a keyword as the first word in the first paragraph offers 100% density. Place that same keyword after a prepositional phrase, and you decrease the density to 60%. To avoid red flags from search engines, you should still aim to disperse keywords evenly throughout your online marketing content.
5. Keep it short, sweet, and readable.
Avoid rambling dissertations and try to wrap up your content in about 300 – 700 words. A lot can get said in 300 words and will help Google recognize what SEO keywords you are trying to rank for. If you find that a page’s copy is running long, break the content down into sub-sections or bullet points. Remember to stay focused and relative to your specified keywords.
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