One of the core aspects of search engine optimisation is the process of writing good copy for search engines.  This doesn’t mean that there is some hidden technical copy that you need to develop just for search engines - SEO copywriting is the process of writing good, compelling copy for your site that not only is useful for users, but is also in line with what search engines look for in good pages.

The key to this is the use of keywords or keyphrases - these are the terms that people use to search for websites via search engines.  Each of these keywords are unique markets with different types of people searching for different aims in mind (research, shopping, etc).

Through the initial SEO process, you (or your search engine optimiser) will carry out keyword research using a variety of tools.  This is the basis of your optimisation campaign.  From here, you can base your copywriting efforts on the identified keywords.

Search engine copywriting tips

  • Try to keep your pages between 500 and 1000 words.  This isn’t an issue for SEO - it’s just better for users.  Although if you have lots of copy, then it’s useful to split it over many pages as you can use each page to target different, but related terms).
  • Include your target keywords in all key areas of your page - the page title, H1 tag, in the body copy and within your Meta information.
  • Your body copy should include your target keyword several times, although its important not to go over board - a “keyword density” of 4% to 10% is good.
  • Don’t sacrifice the quality of your copy to get more keywords in there - would you rather covert 30% of 100 visitors or 1% of 1000?
  • If you refer to related areas, then link to a page on your site that covers that topic.  And don’t worry about linking to other sites - if its good for your users, then its fine by search engines!
  • Don’t try to hide keywords - search engines have no problems noticing white text on a white background, or text hidden off screen using CSS.  They will penalise your site for it!
  • Its not necessary to optimise every page of your site!  Having good content that isn’t optimised can be just as beneficial - you are more likely to discover small markets (sources of traffic) that you hadn’t thought about.  Search terms with small search frequencies may not seen attractive when you research them, but if you hit them naturally, the traffic can add up.
  • Don’t simply use the same text on multiple pages and change the keyword.  Write original text for your site.
  • Use synonyms and related terms when writing your copy - if you are talking about “jogging” then mention “running”, “fitness”, “job”, “exercise” and so on.

A last note.  There may very well be a “perfect” formula for writing good SEO copy.  However, that would be easily recognisable by search engines.  And if this is the case - wouldn’t other sites be using the same formula and producing similar copy?  Is that what you want?

Original, interesting copy is the way forward - meeting the guides for “perfect SEO copy” is a distant second.