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10
Tips for SEO Copywriting
By - Christopher Conlan
SEO Copywriting is a skill. For most
people it's really something you learn over time by doing it, paying close
attention to what your competitors are doing and reading up on how to write copy
for websites, blogs, press releases and articles.
There are some simple rules that will
help the beginning SEO copywriter and keep the experienced
"know-it-all" like myself grounded!
First let's start by really defining SEO
copywriting.
SEO copywriting is the art and science
of combining three elements:
(1) Valuable Content: providing the
reader with content that affords them the opportunity to learn, experience or
clarify a product, service, position or opinion. Key factors in creating
"value" in your content include organization, a high level of detail,
a birds-eye view, reader perspective, usability and specific calls to action.
Your content must provide the reader
with "news you can use" if you will. The overall reader experience
must take into account a variety of different levels of knowledge/proficiency
with the topic. Here's where defining and organizing your thoughts come in.
Start with a bird's eye view of the Who, What, Where, When, Why and How, then
expand into greater detail on a point by point or step by step basis.
(2) Readability: The user must be able
to understand what the heck you are talking about. A good rule of thumb is to
write for the reader first, then make a second and third pass for the search
engines.
(3) Structure and Formatting: Search
Engines are becoming smarter about assessing the "value" of your
content, but they still rely on a variety of distinguishable factors which are
outlined below. There is no hard and fast rule for any of these tips. Use them
all "sparingly" and remember #1 and 2 above.
10 SEO Copywriting Tips
(1) Use Bold, and Italics: Just like a
regular old human reader the search engines give more weight to words and
phrases that are in bold or italics. Just don't go too crazy or you'll irritate
the search engines and give your reader a headache (unless you're selling
aspirin, but that's a different article on subliminal copywriting!).
(2) Internal Hyperlinks: You are your
own best resource, so use and to a certain extent abuse yourself. Hyperlink to
other resources/pages of your site which are relevant to the copy you are
writing. This will benefit the reader, increase the amount of time they spend on
your site and help you with the search engines. Don't forget your ALT tags.
(3) External Hyperlinks: Incorporating
links to external resources which will benefit the reader can help you in two
ways (a) they provide a third-party validation to a certain extent of your
"expertise" and (b) afford you the opportunity to pick up some extra
coin if that resource provides reciprocal linking or has an affiliate program.
(4) Use Bullet Points: Using a bullet
point or numbered system helps break up your copy into consumable pieces, aids
in the clean design of your page and makes it easy for the reader to "go
back" and reference previous points without wasting time reading through
dense copy.
(5) Content "Mass": Never have
less than 400 words on a page. If the content you are providing is in fact
valuable you should be able to come up with around 1,000 words.
(6) Use Examples to beef up your content
with relevant keywords. (See #8).
(7) Keyword Density: I like to try for
7% density for no more than 4 sets of keywords or phrases per page. Segway to
#8.
(8) Break your keyword sets/phrases into
tiers or alternates to enable a better flow while maximizing density and
penetration (based upon Yahoo!'s Keyword Selector Tool, WordTracker, WebCEO or a
like keyword recommendation program).:
Example: Target: SEO Copywriting Tier 1:
SEO Copywriting Tier 2: SEO Copywriter Tier 3: Writing copy for SEO Tier 4: SEO
copywriting services
Example Sentence: "Instead of
spending time evaluating SEO copywriting Services become a SEO copywriter
yourself by following these guidelines and you'll be writing copy for SEO in no
time."
(9) Write for what the reader is
searching for, not what you think they should be searching for. Remember that
your job is to provide the "solution" to the problem, not create a
greater problem by making the reader/searcher feel dumb. If they are searching
for Ham and Green Eggs instead of Green Eggs and Ham, give them Ham and Green
Eggs - "The Searcher is Always Right" to paraphrase a service industry
mantra.
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About The Author:
Mr. Conlan is Managing Director of Kaboodle Ventures and The Blog Mill.
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