The 5 basic rules of SEO copywriting

SEO CopywritingSEO copywriting is a writing technique used for producing readable and persuasive website content. With this technique we produce quality texts for the visitors of the website and at the same time, we target to specific search terms in order to rank highly in the search engine results. Finding the perfect balance between having the correct keyword density and an engaging text for the visitors is not an easy task.

Search Engine Optimization improves the volume of traffic that a website receives from the organic results of search engines. In order to have a successful SEO campaign, you need to make sure you are optimized for the different factors that search engines use in order to determine the relevancy of a site. One of the key factors of success is the quality content and thus the effective SEO copywriting.

Here are the 5 basic rules you need to follow while writing your texts:

1. Conduct Keyword Research

Conduct a keyword research to determine the exact keywords and keyword phrases that should be incorporated into your website content. Search for terms that your customers might search when they look for products & services like yours. Check the popularity of each keyword by comparing the number of results in Google Search and the Global Monthly Search Volume from Google Adwords.

2. Write Descriptive Texts

Usually the pages that do not contain enough text do not appear on the first results. Always try to write quality content and have more than 250 words per page.

3. Avoid Duplicate Content

Duplicate content is a major issue for sites like online stores, news portals etc. If two pages look very much alike, Google removes one of them from the index. This means that it deletes pages that contain very few or not unique text. Thus always try to write unique, quality and descriptive text for each page. You can check your site for duplicate content by using the tool Duplicate Content Check.

4. Mind the Keyword Usage

Use a group of terms that share a common word or phrase to optimize one page. It will allow the search engines to consider the entire page relevant to the common theme.

Add two, or at most three targeted search terms in each page and place them strategically within the text. Be careful not to insert more than two or three keywords per page that can divert the search engines’ ability to recognize the most relevant phrases.

5. Keyword Optimization – KeywordRank

Incorporate the selected keywords in each page title, HTML headings (H1-6), meta description and meta keywords. The page title is the one appearing in the top bar of the browser window. It is also the one it appears in the Search Results, so it must attract the user to click on it. The H1-6 tags are the headings of the page’s paragraphs. The meta description is a meta-data field appearing sometimes in the search results as snippets. The meta keywords have not any significant value for SEO these days, nevertheless you can use this meta-tag and include the important keywords of your site.

Keyword density should be higher for the most important terms of your page.  Additionally in order to be sure that you have optimized for the correct terms you need to find the KeywordRank (KR) of each keyword of your page. The KR is a special rank that measures how optimized a term is inside the page. You can use the Keyword Analyzer tool to perform such an analysis. Make sure you keep the KR relatively high for your important keywords and low the unimportant ones.

 

In addition to the above, the most important is to create a copywrite appealing to the visitors-consumers. Don’t forget that they are your website’s end users and they need to discover your products or services uniqueness, through a comprehensive and attractive website.

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  • Cam Gleeson

    Tina, great article, explains the blend of art and science in seo copy writing well.

    Having a singular focus on good content “the art” (my natural bias) with out regard to the “the science” key word aspects is obviously detrimental to the results I would achieve. The converse applies.

    And yes, I am absolute convert to the tools you provide on your site, they are excellent, in assisting me.

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  • online marketing

    really good article. and thanks for the links to the tools as well. the last point is actually the one people forget about the most.

  • Derryck Strachan

    Great tips – also remember that keyword use in the title tag is one of the most important factors in achieving high rankings

  • Ilse Bajdas

    Exceptional post you have caused here! The web is stuffed of bad penning and I was grabbed by your clarity. Your decisions are accurate and I will instantly subscribe to your rss feed to remain up to date with your up emerging postings. Yes! I acknowledge it, your authorship style is astounding and i will now work harder on improving mine.

  • Kosmetyki Noni

    I just sent this post to a bunch of my friends as I agree with most of what you’re saying here and the way you’ve presented it is awesome.

  • jashim uddin

    Nice & Great article . I wish I had something more insightful to see but you have pretty much covered The 5 basic rules of SEO copywriting. ThanX

  • søgemaskineoptimering

    Thank’s for posting such agreat article . With this technique we produce quality texts for the visitors of the website and at the same time, we target to specific search terms in order to rank highly in the search engine results. I wish I had something more insightful to see but you have pretty much covered The 5 basic rules of SEO copywriting. ThanX

  • Brighton64

    Ok, fine, but what is the optimal keyword saturation/ density? No one seems able to tell me.
    Is there a tool to see the KR before publish it on my site? If I have it in a word doc lets say?

  • Basic Rules

    Yah.. Really by the SEO Copyright we produce quality texts for the visitors of the website and target to specific search terms in order to rank highly in the search engine results for the optimization…

  • Gerald Gerlich

    Hi Tina, thank you for the very interesting article. I ran the Dublicate Content Check on two of my sites. Very nice tool. I’ve retweetet your post and the tool link in my twitter account trafficcreate.

  • Bill Gordon

    Great article. Very easy to understand. I’ve found myself working with a Flashed Based hosting company who promises Basic SEO as a hosting feature. The problem is they’ve created the entire site in Flash with duplicate title and meta description, while not using H1, H2 etc.. Tags. I view your article as a definition of Basic SEO and will reference it when making my case for defining Basic SEO. Again great article and very well written. Thanks! BG

  • Toronto Web Marketing

    Great article! As if writing good web content that will sell products and services to potential customers were not hard enough, today copywriters also need to understand the science of SEO to succeed.

    I put my keywords in a list at the top of my draft document to remind me of what to thread through my copy. This keeps it casual without forgetting to include them. Ultimately, the site has to sell to people, not just be attractive to spiders. It’s all about balance isn’t it?

  • bbriniotis

    @angie: That’s exactly what you need to do. SEO does not have to ruin copywriting. You should always focus on creating good content and at the same time incorporate in the text the most important keywords. All the problems start when people try to over optimize and spam. And this is when they not only ruin their content but also their SEO campaign.

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  • Claire

    A lot of the people I work with, especially in IT, don’t realise just how important it is to have good web copy. It’s always surprising how many people are still lifting chunks of Wikipedia! As a copywriter, the main bulk of my work comes from creating unique SEO web content. This is a really great post, thank you!

  • Gökhan Arslan

    Great article! As if writing good web content that will sell products and services to potential customers were not hard enough, today copywriters also need to understand the science of SEO to succeed.

  • Door Levers

    For the best results and the best conversion possible, you must make sure the website really shouts volumes fo how amazing and great the business product or service really is.

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