The most important rule of Internet marketing is to understand that content is always key. Web sites live and breathe compelling, audience-targeted information. The goal of effective SEO copywriting
is to motivate conversion by first keeping web visitors and customers engaged. However, there are also some technical aspects involved with copy writing that must appeal to search engines to get the best rankings and exposure possible.
1. Understand the goal.
Be certain who the audience is and what information they need. This is essential to attract the kinds of web visitors likely to be interested in the products and services offered. Knowing these details will provide the foundation necessary to create the most genuinely interesting web page content. 2. Craft compelling and search friendly titles and meta descriptions.
Conduct SEO research
to ascertain which keywords will be most effective in the content produced. The most essential words should be included in articles, blogs and other content titles. The general rule of thumb is to try to place the keywords toward the beginning of the title; however, the main consideration is that the keywords appear somewhere in the title. The reason for this is that:
- Web searchers need to immediately see the words that best represent what they are searching for.
- Keywords in titles are important for linking purposes. People will be more likely to link to content containing keywords in its anchor text.
- Google determines that a particular page is in fact about a particular subject, which increases ranking.
Also, title lengths no longer than 72 characters are usually best for search result purposes. This ensures that the complete title is visible in searches, so that click-through is more likely. Meta Descriptions
Design effective meta tag descriptions. The best SEO copywriting includes not only mindful key word placement, but attention to content presentation. Meta descriptions that include essential key words below the content title can also influence click-through. Also, meta descriptions under 165 characters make them more visible in search results.
3. Produce the most engaging content possible.
Content quality cannot be over emphasized. The best search and click-through results occur with frequently updated, unique and search engine friendly information. To attract the targeted readership, web content needs to be topic focused, with naturally included keyword phrases.
From a technical standpoint, content body should be at least 300 words, to compete effectively online. In fact, the more thorough the topic is covered, the better the search results can be. Sub-headings are also a logical placement for keyword phrases, since they describe page content.
Creating captivating SEO copywriting is an art form and a balancing act. Text must not only read well for the intended audience, but it also still needs to appeal to search engines. When content does not include commonly used search terms, the purpose of the content will be lost, because it will not be found. Also, it is just as important to avoid stuffing the text with keywords so that it becomes useless, and therefore, considered spam and banned. 4. Use keywords sparingly.
The level of keyword frequency equals how often targeted keywords appear on web pages. Keyword density is the ratio between the words and other text on the page.
Generally, keyword frequency appears to affect ranking, while specific keyword density is not that critical. However, it is generally accepted that a keyword density over 5.5% equates to keyword stuffing, and could be subject to penalties. 5. Focus on quality page links.
Done effectively, linking can propel web sites to higher search ranking levels. It is also the result of compelling content. Search engines rank pages more highly when they are well connected to other communities. Below are some best practices tactics to consider:
- Use naturally relevant anchor text in links
- Early in the content, link to other relevant information
- Place links to related interior pages of the site and others
- Try to place links at around every 120 words
Many of the above guidelines relate to SEO best practices. However, focus on their intent, rather than adopting them as stringent rules.
The most important consideration when it comes effective copywriting is to understand how to incorporate the right amount of relevant words, which will appeal both to the public and search engines. Producing effective SEO copywriting
using best practices techniques is the best way to attract the most web searchers and links.
Ultimately, engaging, thought-provoking and useful web content that is recognized by search engines as valid will be more easily found and appreciated. In this way, web traffic can be increased, and more chances for conversion occur.