SEO Copywriting Best Practices for Copy that Ranks

SEO copywriting best practices goes beyond adding keywords haphazardly. It's an art that blends strategic thinking with a user-centred approach, aiming to captivate Google's ranking signals while providing a smooth and engaging reading experience for your audience.

These fundamental principles work inharmony to not only boost your page's visibility but also increase the chances of your page ranking for your targeted keywords.

Use the selected keyword wisely when writing SEO copy

In the realm of SEO, the strategic use of keywords is paramount. The selected keyword should seamlessly integrate into your website copy, finding its place in the title and the opening paragraph.

This initial placement sets the tone for what the page is about and signals to search engines the relevance of your content. However, once this strategic positioning is achieved, the keyword should be allowed to flow naturally throughout the content.

Keyword stuffing, a practice of overusing keywords in an attempt to manipulate search engine rankings, is not only frowned upon by users but also raises red flags for Google. Therefore, your page could have a reduced chance of ranking if keyword stuffing is implemented.

The key is to write naturally and use the search phrase when it makes sense in the context of your narrative.

Use article titles correctly

There are 3 elements of title usage to keep in mind that can greatly help your content succeed.

1.   HTML Tags

In the intricate world of web development and SEO, HTML tags—such as <h1>, <h2>, and <h3>—act as vital signposts, guiding search engines through the thematic structure of your page.

The <h1> tag assumes a pivotal role, offering a snapshot of your content's primary purpose, indicating the overall topic and relevance within search results. However, it's crucial to maintain exclusivity, allowing only one <h1> tag per post for clarity.

As we delve into the hierarchy, <h2>tags become subheadings, breaking down the overarching theme, while <h3>tags add granularity as sub-subheadings. The use of <h4> tags is rare but can offer specialised detail when needed.

Word processing software like Microsoft and Google simplify HTML tagging, enabling content creators to seamlessly incorporate these tags without delving into coding intricacies. When uploading content to some website builders, the platforms automatically recognise and import the designated HTML tags, streamlining the technical aspects of content management.

In essence, strategic HTML tag usage creates a well-organised narrative, enhancing content visibility for both search engines and users.

2.   Forget About Keywords

While the inclusion of keywords are important, stuffing keywords into your titles looks spammy. Not only to users, but to Google.

When selecting title tags and subheadings, adopt a reader-friendly approach. Overloading these elements with keywords not only compromises content quality but also projects an untrustworthy image.

Crafting titles that authentically represent your content aligns with what search engine engines deem as important, which is user-centric content over a rigid adherence to keyword density.

So, for the most part, forget about your keywords. This will help you to take a step away from rigid rules and find the right balance between keyword integration and natural readability.

3.   Be Selective with Your Titles

Website visitors make use of titles to scan a page. They don’t want to waste time reading an entire product page, just to realise that the answer they were looking for was never there to begin with.  So, can you solve a user’s problem?

When writing the copy, answer some of the questions a buyer often has:

• Can you help me solve my problem?
• How much will it cost?
• How long will it take?
• When can you help me?
• Why should I use your company?

Now, it might be tempting to include titles that may seem as if you are answering these questions. Try to resist this, remember, your content should first and foremost be helpful to users, not mislead them. For example, if you add in a title alluding to pricing, be direct in how much something will cost, or provide a price range to inform their decision.

Use different types of content formatting

The presentation of your content is as crucial as its substance. Breaking down your content into lists and bullet points not only enhances the visual appeal of your service pages but also significantly improves the overall user experience.

Think about how users consume information online. They often scan through content, looking for key points that catch their attention. By incorporating lists and bullet points, you make it easier for users to absorb information quickly. This format not only caters to those who prefer skimming but also provides a structured approach for readers who delve deeper into the content.

Beyond just the text, consider incorporating multimedia elements like images, infographics, and videos. These not only break the monotony of text but also appeal to different types of learners, making your content more inclusive and engaging.

Here’s an example of how content structure can draw attention:

The content is there to help the user convert

Understanding the difference between blog articles and website copy is crucial. While articles may aim to inform or entertain, website service page copy has a more direct objective: to convince users that your company can address their needs.

It's not just about providing information; it's about highlighting your company's unique selling points(USPs) and demonstrating how your offerings can add value to the user.

In the realm of website copy, the goal is conversion. Whether it's filling out a contact form, making a purchase, or signing up for a newsletter, the content should guide users towards a specificaction. It's not about leading users down a rabbit hole of endless information; it's about encouraging them to take the next step in their journey with your company.

Avoiding enticing external links within the website copy is a strategic choice. While outbound links are crucial for SEO, within your website copy, the focus should be on keeping users engaged with your content and guiding them towards conversion. A good SEO will have the link open in a new window to keep your business’s landing page open in their browser.

Now that you know the basics of how to write SEO-friendly website copy, all that's left for you to do is practise your craft and see how it affects your rankings!

If you would like some help with crafting website copy, or would like a second opinion on your current content, don’t hesitate to contact us for some advice and help.