7 Elements to Improve Your SEO in Your Copywriting

July 30th, 2011 by | Print

SEO in Your Copywriting

Last month, I wrote a piece titled, “Do You Know How to Feed the SEO Panda” in which I discussed the various ways you needed to approach SEO so you can get the love and attention from Google’s latest algorithm, Panda 2.2. Today, let’s go from the big SEO umbrella down to the written word on your web pages and the copy in your solopreneur blog posts.

While some may argue that there are more than the seven elements in this post that affect your SEO in your copywriting, these are the seven that as of today will have the greatest impact on how your copy performs for you. I wouldn’t want for you to get overwhelmed.

1. Keyword Selection
The whole point of creating copy is to attract your ideal audience. To attract them, you need to know something about them … what is important to them, what problems they need resolved, how they think, and the language they use. This affects how you will determine the proper keywords that will have your content come up in searches when your ideal prospects are hunting for information and solutions to their problems. If you have a history with your audience, this should be a much simpler task. If you are new to your audience, Internet marketing and SEO, this will take more time doing your research. After you have a list of keywords, it is a good idea to check their popularity with keyword tools. Google offers a Free Keyword Tool.

2. Title
It’s a basic rule that once you have selected your keywords, include them in the title of your blog posts. Algorithms tend to favor titles that have the keywords towards the beginning of the title. However, don’t let this impact you from writing a compelling title for your ideal prospects. As you can see from the title of this post on SEO in copywriting, I have these keywords in the title, but not at the beginning. I wouldn’t write the title as “SEO in Copywriting: 7 Elements for Improvement”; it doesn’t flow. Here’s another key to writing effective SEO titles: keep them to 72 characters or less. If this is a struggle, you need to brush up on how to write a compelling title.

3. Meta Description
There is some debate whether having keywords in your description benefits your ranking. Most SEO consultants would agree that it does. However, the meta description has a more important role than rank: it helps you capture your ideal prospects’ attention and get them to click through and read your piece. And isn’t that what it’s really all about? A succinct description indicates exactly who the piece is for, how it benefits them, and how you are going to get to specifics without meandering. Nobody wants to waste their time reading a long drawn out piece just so you can stuff in a few more keywords. Just as with the title, the description has a recommended character count cap: 160.

4. Content
Unlike the previous two key SEO elements, your content has a minimum count: 300 words. Yes, you want to keep your writing tight, but algorithms frown upon fewer words. The algorithms do appreciate fresh, updated content, as you likely already know. And your ideal prospects appreciate an intelligent transfer of information. If you are addressing an issue and a viable solution (and possibly a call-to-action), coming up with well written copy over 300 words shouldn’t be a problem.

5. Keyword Frequency
When it comes to keyword saturation, there are two issues we need to address: frequency and density. Frequency is the number of times your keywords appear in your blog post. Density is the percentage that these keywords achieve as compared to your total word count.

There is the belief that you need to include your keywords in the first paragraph, in bullet form and / or in bold, at least 3 times in the body of your blog post, and then again in the closing paragraph to achieve optimal SEO. Another generally accepted principle regarding density is that if your keywords are more than 5.5% of your total word count, Google and the other search engines may penalize your post for keyword stuffing.

6. Links
Linking is one of the fundamental elements of the World Wide Web. However, a web works most effectively when strands are connected in an appropriate design. The same holds true for your copywriting in a post.

Here are some of the common rules for linking:

  • Link to relevant content
  • Link early in your body copy
  • Link to internal pages as well as external content
  • Link using relevant anchor text

An example of this last bullet is let’s say you are promoting herbal remedies. You want to link to other content using the words “herbal remedies” instead of “click here”.

7. Education
As I mentioned in the second paragraph above, “as of today” is a critical aspect of SEO. The challenge that the novice and the SEO ninja experience in the world of search engine algorithms is that they are constantly changing. Education … staying in the know of the SEO world … is a critical element to ensure that you aren’t applying old tactics to an evolving engineering calculation.

With all this said, there is an important strategy to consider; don’t write all of your copy just for SEO algorithms. Algorithms won’t buy your products or services. At the end of the day, your copy needs to be compelling to your ideal prospects. If your copywriting reads like a piece stuffed full of keywords, you aren’t going to accomplish your goals of dominating your niche and increasing your business.

If you are a solopreneur who feels confused or overwhelmed by all that is SEO, consider working with a SEO consultant for training or to handle your strategies and tactics.

All the Best,

Doug Dolan
The Solopreneur’s Guide


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