Top 4 Tips for Optimizing Web Copy

If you’ve decided to include web copy as part of your overall marketing strategy, you probably already understand at least the basics of using keywords in your online marketing copy. If you don’t, here’s a (very brief) primer: keywords help search engines rank your page.

A page with a high keyword density (i.e. lots of relevant keywords and phrases) may rank higher than one with a low keyword density. But there’s more to the equation than simply repeating keywords and phrases over and over. Take a look at these tips so you can optimize your web copy without getting labeled as spam by search engines.

Identify Keywords before You Write Your Copy

Before drafting your web copy, take time to do some keyword research. List words and phrases that directly describe your business, focusing on terms people are likely to search. For example, if you sell handcrafted toothbrush holders, that phrase should be a primary search term.

Secondary terms might include “handcrafted accessories,” “bathroom accessories,” “hand-made toothbrush holders,” and anything else a person might type in when trying to find your products.

As you build your keyword list, you might want to use Google’s free keyword search tool to determine how many people search for your keywords and how many pages include those words. This will give you an idea of your competition.

Don’t Stuff Your Copy with Keywords

As you write, your goal is to include your keywords and phrases as often as possible without making your copy unreadable.

  • Too many keywords: “If you’re looking for handcrafted toothbrush holders, you can find your handcrafted toothbrush holders and other handmade accessories at the Handcrafted Toothbrush Holder Depot.”
  • A better keyword balance: “If you’re looking for handcrafted toothbrush holders, you can find them—and other handmade accessories—at the Handcrafted Toothbrush Holder Depot.”

Remember that even if such keyword stuffing earns you a high page rank, the people who land on your page may be turned off (or just plain confused) by your copy. This could lead them to quickly navigate away from your page, without buying anything.

Headers & Links Matter in Web Copy

When optimizing your web copy, it’s important to know that not all copy is ranked equally. Keywords included in headers and links provide more of a punch than those in ordinary text. Take this as a lesson in organization: if you aren’t already breaking your marketing copy into sections that are directly relevant to what you’re selling, start doing so for optimization purposes.

A nice bonus? Readers tend to interpret headers differently from ordinary text, meaning that you can include keywords more frequently, without sounding mechanical, when you break a page into several sections than you could in a page of plain text.

Reread with an Eye for Keyword Opportunities!

Finally, when you edit drafts of your web copy, do so with a list of keywords at hand. Train yourself to see opportunities to include the words and phrases that will help get your page ranked higher—and watch the magic happen!

For more web copywriting tips, click here.


    25 Apr

    A Web Copy Proofreading Formula That Works

    I can’t tell you how many business websites I visit that have blatantly misspelled words strewn throughout the web copy. Not only does this make the business look hasty...

    07 Oct

    Evidence That Shows You Need an Electronic Newsletter

    Have you ever considered starting an electronic newsletter but had no clue what you would even write about? This is a common issue that many small business owners face....

    19 Mar

    7 Call To Action Mistakes That Cost You Conversions

    Call to action mistakes bear much weight on your website conversions (not to mention your sales page conversions as well). The trouble is that it’s difficult to pinpoint these...

    13 Oct

    Web Copy: Use the Right Words to Connect and Prosper

    Guest post by Melody Brooks, head copywriter for Sumer, LLC The late comedian George Carlin was fond of saying that the quality of our thoughts is only as good...

    23 Sep

    Are Your Keywords Performing For Your Company?

    If you’re having trouble cutting down the hodgepodge of keywords you have for your website, WordStream might just be the solution for you. In the video below, WebProNews conducts...

    16 Jun

    A Credo of Values Is Essential in Any Successful Business

    One of the greatest strengths a company can utilize in order to gain new customers and keep current ones is through strong company values and a clear credo. Websites...

    07 Jun

    3 Ways Writing Marketing Content As If You’re Talking to a Friend Benefits Your Business  

        Consumers cannot get out of bed without consistently getting bombarded with ads to buy stuff. Due to the high level of ad saturation, it’s crucial to differentiate...

    01 Sep

    How to Project a Spot-On Business Image

    It was our pleasure to interview Nora D. Richardson, owner of Spot-On Branding and author of The Branding Spot Blog, for our blog series, When Is It Time For...

    02 Apr

    Video Sales Letter Hacks: 101 Guide to Higher Conversion

    Video sales letter hacks—yep, we want to make it seamless for you to create VSLs that convert like crazy. If you haven’t thought about integrating a VSL, where have...

    18 Mar

    The Power of a Brand Message Overhaul: Successful Business Case Studies

    Some of our recent web copy clients decided it was time to stand out from the competition and grow their business by implementing a brand image overhaul. In doing...

    2 thoughts on “The Power of a Brand Message Overhaul: Successful Business Case Studies”