SEO copywriting

How to become good at SEO copywriting

Writing SEO friendly copywriting is challenging for authors who aren’t as SEO-savvy as professional marketers. Here’s our guide to SEO friendly content.

SEO copywriting checklist

Keyword research

Source: ads.google.com

First and foremost, do your keyword research. There’s no point in writing good search optimised content if no one is searching for it.

You’re going to want to get on Google’s Keyword Planner (a part of the Google Ads platform). It’ll give you insights for how many monthly searches a term has in Google, for any specific keyword or phrase you’re wanting to write copy for.

You should aim for phrases with around 200–800 searches per month if your website has little authority on Google.

Finally, once you have your keywords ready, do some searches in Google and see who comes top (ranking-1, 2 or 3 on page-1).

Bad keywords

If it’s anyone who’s a leader in the industry, it’ll be hard to rank for, therefore, don’t write for these keywords as it’s too competitive.

If it’s anyone who’s got a long thorough and well-written article, don’t write for this, it’s again too competitive.

Good keywords

If you find nothing, go for it — you’ve got the monopoly.

If you find something, but it’s not related to the intent of your search, go for it, as searcher’s intent is something Google seems to consider too.

Keyword placements

Keyword research is only part one, you then have to implement these into your content accordingly. The tricky part is doing this without sounding too spammy and unnatural.

Heading tags

If you’ve used WordPress in the past, you’ll understand what H-tags are and most likely, how to use them too. They’re essentially heading tags, with a hierarchy; H1 being the main, H2 being the sub and so on until you reach H6.

Heading tag rules for SEO

  • You should only have a maximum of one H1 tag and five H2 tags on your page.
  • H3–6 tags can then be used throughout your content more freely.
  • Your H1 tag should include your main primary keyword, for example, “How to X”.
  • Your H2 tags should contain your related keywords (LSIs).
  • You should break your content into headings (not necessarily for SEO, but more for readability).

First paragraph

This one’s simple, just try to include your main keyword inside the first opening paragraph of your content. This should cover you if you haven’t been able to set a meta-description.

Title tag

Include your main keyword inside the page’s <title> HTML tag. You can try to implement this the same way you’ve created your H1 optimised tag.

Meta description tag

Your meta description tag should really be the first (optimised) paragraph of your content. However, keep in mind the character limit Google has in place for this.

In the meta description tag, your keywords don’t really have to be in any exact order. You could include natural stop-words into this if necessary (if, in, the, for, etc.).

Image alt text

Caption: Inserting alt text through the WordPress media system.

Setting alt text is easy if you’re using a content management system such as WordPress. It’s basically an area for you to describe your image, which is used for accessibility reasons. Similar to a caption, however, only visible to special screen-readers and search robots.

Even though humans can’t view it without using a screen-reader, it’s still an opportunity for you to insert keywords into. As this alt text is often used as the caption for Google’s Image results — ranking you for image search results.

Keywords in your content

Using keywords strategically throughout your content helps too. You again just need to make sure you’re not sounding spammy and unnatural.

You should also consider using related keywords as mentioned above, as they can help you rank for other related terms for the same searcher’s intent.

Tools to create optimised content

Use WordPress

As we’ve mentioned throughout this article, WordPress can help you set your headings, alt text and other advanced search engine optimisations too.

Use the SEO plugins in WordPress

Caption: Using the Yoast SEO WordPress plugin.

There are numerous plugins that can help with SEO in WordPress. These would include; overall site-speed optimisation tools (caches) and dedicated article writing tools too (such as Yoast SEO).

Use Grammarly

Caption: An example of using Grammarly in WordPress.

Consider correct spelling and grammar tools such as Grammarly when writing content for SEO.

Google is obviously smart enough to detect spelling mistakes. Meaning, if your content isn’t to standards — you may not be the authoritative page-1 result which Google is looking for.

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