SEO Copywriting Done Right

When you write for the Web, there are two audiences you should be targeting: your readers and Google. The more people read and share your content, the more Google will recognize your site as valuable and bump it higher in search results. The higher up your site appears in search results, the more readers will find and read your site. It’s the circle of life on the Internet, and it all starts with powerful SEO copywriting done right.

SEO copywriting isn’t just about stuffing your content with keywords. Here, explore how to write content for the Web that makes an impact on readers and SEO.

Use relevant keywords, and place them well.

While keyword-stuffing can put your content at the bottom of search results, keywords still play a big role in SEO copywriting. After all, you want your site to show up in results for specific phrases for which potential readers are searching, and to let Google know that your site is relevant to these keywords. In-depth keyword research and analysis will put the right keywords in your hands; it’s up to you to use them well. Try to place them in titles, headers, subheads and in the body of the text, making sure the flow of content is not disrupted by repetition or by unrelated keywords. Don’t throw in the keyword “Internet marketing company Chicago” if you’re writing about FR garments. Linking your keywords to relevant pages within your site will also help improve SEO.

Constantly update your content.

Google values websites with fresh content. Maintaining a blog on your website provides a great opportunity to keep your content new, as long as you put in the time and effort to update the blog regularly. A blog that hasn’t been updated in years or even months might send the message that you can’t finish what you start. As more and more people read blogs, the more Google pushes blog content higher in search results. Use keywords and links in your blog, as well.

Provide valuable information.

Content will always be king, so SEO copywriting must be about quality information. People use the Internet as a source of valuable answers and insight, and by providing this, your site will improve in search results. This is especially true for company blogs, as people read these to find more detailed information that might not be found on the company website. For example, a provider of fume hood monitors could write a blog post to educate customers and readers about fume hood testing and certifications.

Network and share.  

Social media has become a huge part of effective SEO copywriting – sites like Facebook and Twitter help to drive and promote quality content. Google recognizes content that has been continually shared and retweeted as content that should be near the top of search results, where more people can find it. Social media sites also allow you to network with customers, readers and other industry thought leaders. If you have a blog, strong relationships with other bloggers can result in links to your site from theirs, guest post opportunities and increased readership.

Do you have any tips for effective SEO copywriting?

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Jacqui MacKenzie is a writer and editor for Straight North, a Chicago Internet marketing agency. She has been writing for the Internet for more than six years, creating SEO content for B2B websites and blogs. She regularly contributes to industry-leading blogs on topics such as social media, copywriting, SEO and blogging.

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