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Search Engine Optimization (SEO) is important for any business that wants to build an online presence and sell online.
When we write attractive SEO content, Google rewards us by placing web pages higher in search results, giving you greater visibility. This can increase the number of visitors to your site, who may just turn out to be customers.
But creating optimized copy is more than typing in keywords and hoping for the best. Incorporating SEO into your content is an art, and like any art, it takes practice and a bit of creativity.
So here’s our guide to help you sprinkle SEO into your copy so you can rank higher in search.
Related: The 4 Pillars of SEO You Need to Know
1. Don’t overdo it with keywords
You may have seen articles that repeat the same words over and over. This mistake is known as “keyword stuffing” and is penalized by Google.
Your writing should make sense. If you constantly repeat the same keywords, it will be unreadable and confusing, resulting in a terrible user experience. When considering your keyword usage, consider both Google and your audience.
Google wants to see who you are:
Using keywords that serve your readers what they want. Produce high quality copies.
Your audience wants to read content that matches their search intent, and they want the copy to make sense. If you’re producing content that your audience doesn’t want to read, you won’t rank well in search.
So when it comes to using keywords, make sure you only use keywords when they make sense. Google is smarter than you think, and to rank well, you need to post content that uses keywords logically.
Related: Why Keywords Still Matter in SEO (But They’re Not Everything)
2. Find out what your audience wants to see
Before writing any copy, it’s important to determine your audience’s search intent.
Broadly speaking, there are three main types of search intent:
Informational: About 80% of searches are informational. This is when the audience is looking for answers or information. For example, they might be searching, “What are the best tables for toddlers?” Navigation: This is when the user knows what type of website or webpage they want to visit (eg “Ikea website”). Transactional: This is when the user wants to buy something (for example, “buy an Ikea wooden table”)
So, before you write your copy, find out what your audience wants. Want to learn more about something? Are they trying to buy something? This will guide your copy and ensure that all of your writing is relevant to your audience.
To find out your audience’s search intent, use tools like:
Semrush, this will tell you the exact search intent of your audience. Google AutocompleteGoogle’s “People Also Ask” section
Google prides itself on helping people find what they want, exactly when they want it. Therefore, focusing on search intent is critical to your success when it comes to SEO.
To use search intent in your copy, you can:
Use search queries as titles and subtitles for your text. Write entire articles about queries. Optimize product and service descriptions to match what people are searching for.
Related: 7 Ways Small Businesses Can Use SEO to Boost Customer Service and Growth
3. Make sure your content is relevant
Search engines prioritize content that is highly relevant and informative. But sometimes creating relevant content is easier said than done.
When it comes to creating content, it’s important to:
Stay on topic. Keep it concise. Be informative. Make sure your content matches your audience’s search intent.
Google also takes into account the time users spend on a web page. If people leave your page immediately, it means your content isn’t relevant to them. So, create content that suits your audience’s needs, whatever they may be, as this will ensure that your content ranks well in search.
Here are some additional tips to show Google that your content is relevant:
Use the keywords your audience is searching for. Use your main keywords at the beginning of your copy. Answer questions asked by your audience.
Related: Simple Ways to Dramatically Improve Your SEO
4. Speak like your audience
Your audience will search for things in a very particular way, and it’s important to mimic that in your copy.
If your audience searches for “best chairs for kids,” use that phrase as your keyword. Mimicking popular search terms will optimize your copy by making it relevant to your audience’s search intent.
5. Don’t underestimate the power of headlines
We’ve already mentioned headlines, but because they’re so important, they deserve a section of their own.
Let’s face it, when you’re searching for something on Google, you’re unlikely to click on a web page with a boring title.
Headlines have the power to grab your audience’s attention, so it’s important to make them count. They’re also an easy way to tell Google and your audience what your page is about.
Here are some simple ways to optimize your headlines:
Make sure your titles are relevant to your body. Use main keywords in your titles. Use your audience’s popular search phrases in your headlines.
When it comes to headlines, be careful with their length. Headings longer than 60 characters are truncated by Google. So, to avoid cutting off your headline, keep it concise.
Related: Learning Google SEO Can Help You Grow Your Business on a Budget
6. Optimize your metadata
Metadata tells Google what your web page is about, and even if users don’t always see it, it can be very valuable.
It is important to put your main keywords in your meta tags, meta descriptions and meta titles as this will help Google read your content and define its relevance.
When it comes to metadata, put effort into your headings and descriptions, because not only can they make up the pieces of writing that appear in your search listing, but they’ll also tell Google what your content is about. Make sure your headings and descriptions are as carefully thought out as your body copy, as this will help Google index your web pages higher in search results.
7. Write for humans
Above all, keep the user at the forefront of your mind. When writing SEO copy, it can be easy to get carried away by formulas, hacks and top tips when in reality, writing for humans is the best way forward.
Writing that is engaging, unique and informative will always win over content that is built purely for search engines. The goal should not be to rank, but to provide the information the user is looking for.
Ultimately, Google just wants to provide users with the best possible content for their search queries. If you can deliver this in a deeper, more unique and engaging way than your competitors, you’re sure to rank well.
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