Ranking high on Google search results pages can often feel like a mysterious art as you struggle to find the reason why your website is hidden on page twenty instead of page one. This can often be the fault of poor SEO copywriting that doesn’t factor in what Google is looking for in a quality, relevant webpage. And since a good ranking is essential to your online business’s success, mastering SEO copywriting is a vital step to the process.
So, to start with, what is SEO copywriting? Well, if copywriting is using words that describe and promote an idea, product, or service, then SEO (Search Engine Optimisation) copywriting is enriching those words with elements that benefit its standing in Google ranking algorithms. By utilising a range of relevant factors in appropriate ways, your piece of content will have a much better chance of shooting up those rankings.
For further reading, check out our Top 11 SEO Tips if you want a convenient rundown in that field.
The good news is that understanding the basics of SEO copywriting is stress-free and can get you working straightaway towards more traffic and stronger content. And don’t fret over wrapping your head around technical jargon that leaves you feeling confused, as even small, easy-to-grasp changes to your website’s copy can make a big difference.
Keywords Unlock Your Copy’s Meaning
The backbone of any strong SEO copywriting is the keyword that you choose to build each piece of content around. This requires some research about what keywords are relevant in your field or industry but is essential in helping Google match your content to the relevant search queries.
Keywords range in length, structure, and popularity, meaning there is a fair bit to think about when looking to pick the right one. Some keywords will be more competitive than others while some keywords may take multiple pieces of content for Google to take notice. However, we can say that you should only ever attach one keyword or phrase to a single webpage so that multiple ones don’t sabotage each other.
Knowing where and how often to incorporate your keywords is a fine balance of making them noticeable without overstuffing your copy with them. Too much is frowned upon by Google, so we suggest mentioning your chosen keyword at least twice in a 600-800-word piece, and at least four times in a 1000+ word piece as a general rule of thumb.
Incorporating your keyword should come fairly organically as you will be writing around a certain topic already focused on that particular word. With that said, it may be easier for you to draft out your content naturally and then see if you can feature your keyword in more places during your edits.
How Long Is Good SEO Copywriting?
The answer about what’s the ideal word count to please Google is that it depends. Research back in 2016 showed that the average length of the top results on search engine results pages (SERPs) was 1800 words, but that doesn’t mean that every corner of your website needs to consist of long form content to be successful.
SEO copywriting is a lot about understanding what works best for the type of content you are creating. This means your on-page work, blog posts, listing pages, and every other kind of webpage on your site is going to vary greatly in word count. Looking to see what ballpark your competitors’ equivalent content falls into may be a good way to gauge what length to aim for.
In general, though, blog posts should be between 800 and 1500 words, with on-page content hovering more around the 600-word mark. And you can always write your long form pieces in stages, with consistent updates to your existing pages being looked upon favourably by Google.
How to Format for the Best SEO
Correct formatting is one of the biggest aspects of SEO copywriting that is so easy to implement, yet so often ignored. To begin with, formatting your Headings to fit within Heading 1 (H1) for the main title and Heading 2 (H2) for any sub-headings builds a hierarchy of your content that helps with readability and Google’s understanding of the topic.
Linking back in with keywords for a quick moment, it’s essential that your main heading features your focus keyword while its highly recommended that any sub-headings feature some kind of variation on the keyword.
Bolding, underlining, and italicising important words can be a great way of catching the reader’s eye if they are skimming through the text. However, going overboard with these can make the article look messy and inaccessible. So, try not to them for more than five words in a row, and allow a few paragraphs of regular text to let the piece breath.
A Link to Great SEO Copywriting
Using links correctly is how you can get your webpages talking to one another and potentially send users on a journey all around your website. Internal links are going to help move traffic throughout your website, rather than just having people click on one of your pages and nothing else. Therefore, in SEO copywriting, it is essential to use your links smartly.
For example, once you are finished reading this article, you can jump over to our blog post on Copywriting Myths Debunked if you’re keen to dive down this rabbit hole further. And you know you are!
External links take the user away to another website from the one they are currently visiting. Relevant external links are important to include as they connect that content to the larger web and can help with your Google finding your work as a result. Likewise, having your work linked in someone else’s website is a really helpful way of gaining more visits.
I Need Help with My SEO Copywriting!
Well, you’ve come to the right place. By signing up to our Brisbane Copywriting Services you can enjoy quality work that works towards increasing your business’s online presence.
Hopefully, these essentials of SEO copywriting have helped unravel that mystery so your webpages can be more informative, engaging, and competitive.