How to do SEO Copywriting

Tips to Search Engine Optimize Web Content

You are regularly posting content, still no improvement in Google ranking positions. Learn more about SEO copywriting techniques and see positive results in some weeks.

Do not Over Optimize Web Content

We all know how to write, but in search engine optimization, copywriting has different meaning, there are some simple techniques that experienced writers use to convey messages with greater impact and brevity.  Without being too tutorial, you’ll find these 9 tips quite handy when writing for your product page, web content or newsletter. Remember not to keyword stuff if you really want  users to read the content.

Avoid the wimpy verbs—is and be

These “do-little” verbs only occupy space and state that something exists.  So don’t write “There is one simple omission that can transform a sentence from boring to brilliant.”  Do write “One simple omission can transform a sentence from boring to brilliant.” Similarly, avoid “We will be running the new program from our Dallas office.”  Instead, opt for “We will run the new program from our Dallas office.”

You can highlight the related topics through links to make reader dwell more on the subject matter.

The precise content with contexual links help in reducing bounce rate and increase browseability of the content. 

Place the longest item at the end of a series

Start with the simple and work toward the complex.  It’s less confusing and makes a more memorable ending to the sentence.  If you have a series targeting KEYWORD flight tickets like “Check our latest flight tickets,you will lose it in 5 days, special festive sale”  Opt for “Check flight tickets, festive offer valid for 5 days.”

Learn from search engine marketers who run paid campaigns in google adwords.

Use images, video and infographs wherever necessary to increase visual appeal

Specifics are more convincing

Unless you include them for legal reasons, don’t use words like many, several, approximately, nearly and other such mushy weasel modifiers. Specifics tell your audience that you know what your product can do based on tests, research, results, etc. Do not extend content irrelevantly to include extra keywords, it will kill optimization purpose itself.

Modify thy neighbor

Neighboring clause, that is.  Make sure your modifiers apply directly to the pertinent clause in question. Do this and you’ll avoid such gaffes as “I collided with a stationary truck coming the other way.  (The truck wasn’t coming the other way, it was stationary.)  Better to tell the judge “I was coming the other way and collided with a stationary truck.” (You’ll still pay the penalty for running into a truck, but at least you’ll come across as sober).

Use single verbs to avoid doublespeak

Single verbs can often do the work of two similar verbs.  Instead of “The computer was operating and running smoothly,” go for “The computer was running smoothly.”  Or, instead of “He was empty and ran out of gas,” go for the more direct “He ran out of gas.”

Content is made for users not search engines. Remember this when you optimize web content.

Vary sentence length

A string of sentences all the same length can be boring.  Start with a short sentence or at least a medium-length one, then go long, short, medium or any combination thereof.  Imagine a person talking in sentences that are all the same length.  Robotic. 

Are your sentences like the Energizer Bunny?

They go on and on. Just because you’re conveying legal or complex technical information, doesn’t mean you have to use serpentine sentences that never seem to end. Lets take an example for KEYWORD laser beam. Instead of saying “Laser beams, which have many properties that distinguish them from ordinary light, result from the emission of energy from atoms in the form of electromagnetic waves.” Break up and re-phrase to “Laser beams have many properties that distinguish them from ordinary light. They are produced when atoms emit energy in the form of electromagnetic waves.”

While doing so you will maintaining readability without diluting the impact of targeted KEYWORD.

Go short and sweet

In this twitter age, we truncate words and kill value of words. However we can convincingly convey message in shorter texts. Refine your tweeting skills into SEO copywriting. Why use a 4- to 5-word phrases when a 1- to 2-word version will do nicely—with no loss in meaning?  Statements like “in view of the fact that” can be easily reduced to “since” or “because.” Word economy is particularly important, especially when you’re paying for premium ad space in google adwords or a major publication.

Don’t overstate the obvious

Redundancy is good for space travel, but not for clear writing.  Phrases like "anticipate in advance," "totally finished," or "vital essentials" will drive your readers crazy and communicate very little. The same goes for stringing two or more synonyms together like "thoughts and ideas" or "actions and behavior.”  It makes readers wonder if you really meant to say two different things or just wanted to reinforce one word with a needless synonym.

You can place keyphrase at the foot note of the content. As given in example - know more about xxxx product or services

So next time you’re struggling on limited space with that ad copy, product page, newsletter, web content, sales letter, emailer or about us section follow the rules discussed in the post. They’ll help you communicate your message more clearly and with greater selling power without killing KEYWORD impact.

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By lalitkumar content marketing expert, trainer and consultant