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What Makes Outstanding SEO Web Copy?

By Edited Feb 11, 2015 3 2
SEO Tips
Credit: Abundioteca via Wikimedia Commons

SEO stands for Search Engine Optimization and it refers to copy written to direct search engines to various content online. SEO copy is not just about getting search engines to notice your product, webpage or content. Outstanding SEO copy contains necessary information, is search-engine friendly and propels one to action. Writing SEO means you are helping your clients and potential customers gain access to leads on the internet while bringing customers to them.

SEO writing uses relevant keywords to direct Google and other web crawlers to their location. A keyword is defined as a term that captures the essence of the topic of a document or a search query. As the Internet has grown, the importance of search engines has grown exponentially in order to find the vast amounts of information gathered and available online throughout the last several decades. Think of keywords as the railroad tracks that search engines run on. If a site doesn’t have the correct keywords for its industry, the search engines will not hit upon your site during a search by users. Therefore it is critically important to get this right for the success of your business opportunities.

The biggest mistake SEO copywriters make is forgetting the human component of SEO writing for the web. While it is true that you need search engines to notice you and your Google ranking is essential, if you fail to make the human connection then you may lose leads. Therefore you must grab the reader’s attention so that they believe your site is an expert in the field of whatever SEO keyword you are using. 

Things to Remember Before You Write

  • Organize your keyword (s) in a list
  • Think of your primary message you want to convey to your audience
  • Develop latent content related to your keywords
  • Do the research and know your content
  • Know the industry buzz words and integrate them into your copy with a natural flow
  • Do not force keywords

Tips for SEO Copywriting

  •  Do not engage in keyword stuffing - Since Google changed its algorithms several years ago, this type of writing can actually hurt your ranking. Keywords need to flow naturally and not sound forced or silly.
  • Get to the point quickly - SEO copy is not about the big picture. It is about generating interest. There is not a lot of space to get your point across since most SEO pages do not require any scrolling to read the entire text.
  • Knowing your audience - The first rule of technical writing is know who you are writing to and gear the content toward them. This is essential to getting SEO right. These searchers don’t find you directly by entering the website address into their browsers. They rely on search engines to point them in the right direction.
  • Make a first impression - Make sure your H1s and H2s include keywords. Searching the web can be time consuming requiring multiple searches, so if you don’t hook them at the first H1, you may not reel them in.
  • Use action words - SEO pages are great lead-in pages to “Learn more about” or “contact for more information”. Use bold and italicize your keywords. Although there is some debate about the impact this has on Google, it does indeed help searchers find information they’re looking for on your page.
  • Use bullets to organize information - Putting information or key points in a bulleted list is a great way to highlight and organize information.
  • Use a clear, easy-to-read font - Serif fonts can be difficult to search, so it is better to use a sans-serif font such as Arial or Verdana.
  • Don’t Be Boring - Spice up your H1s and H2s so it looks like you have personality. Sometimes writing with SEO keywords can give your copy an automated feel if you aren't careful. Keep the searcher interested by writing in an active voice, with short aggressive verbs.  
  • Keep it short - Typically SEO pages should be no more than one page in length. You want to keep the reader from having to scroll to the bottom of a page.

LSI or LSA Content

Latent Semantic Indexing (LSI), or sometimes referred to as Latent Semantic Analysis (LSA), is a way of using language that compels search engines to consider your content authoritative and relevant.[1]

When writing copy employing LSI, think of your main keyword or long tail keywords, and then think of all of the other words that could be associated with those keywords. These words can be synonyms or words that would be typically included in any description or topic that would include that main keyword.

For example, if your main keyword is donuts, think of any words that might be associated with donuts in some way or another. Your list could include coffee, pastries, breakfast, snack, cream filled and so on.

If your copy contains enough synonyms, search engines like Google will place greater emphasis on the pages and rank it higher, sometimes as an authoritative site. [1]


Tips for Writing SEO Copy
Credit: Opensource
Once you have developed a keyword and a list of associations, write your content with both SEO and LSI words from your list. When using these types of methods, do not engage in keyword stuffing or creating copy that makes no sense just to get more LSI within your copy. The idea is to naturally include the SEO keywords and as many of the LSI words off your list into the content so that they flow seamlessly.

As a rule of thumb, include your main keyword near the top of the article and at the end, then somewhere in between, then use a wide range of words to compliment the main keyword.

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Feb 27, 2014 8:12pm
Thanks for the great article. It is a bit confusing in that you are talking about SEO and copy writing in the same article but I found the LSI section to be very helpful
Feb 28, 2014 1:16am
Thanks. I added the LSI part in an update and tried to update the title, but apparently the editors liked the original title.
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  1. "How To Write Latent Semantic SEO Content (LSI) ." Web Presence. 5/01/2015 <Web >

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