In addition to well-written html titles and high-quality back-links, keyphrase rich html text is important for getting high rankings in search engines and for generating traffic to a page. There’s not much point to writing an article or web page if you don’t put in keyphrases that people search. Successful search engine copywriting can be difficult for traditional writers because it often interrupts the flow of copy and degrades the experience of the user. There are a few tricks that help with this, but for the most part writing SEO copy that is good for users requires a skilled writer that is communicating useful information.

Copywriting for Search Engine Optimization

Good search engine copy uses keyphrases that are in the html titles of a page. It is broken out thematically with headings and paragraphs focused on specific phrases. Different sections might focus on variations of phrases or related keyphrases for catching the tail end of searches. Common variations include plural and singular forms. Some writers include misspellings, however, this degrades the user experience and should be avoided. Users that notice misspellings and inconsistencies won’t value the information being provided. Copywriting for search engine optimization requires repetition and the use of specific (sometimes longer than what is natural) phrases. This isn’t as bad as it sounds since most users browse through pages quite quickly, but it makes the form less artistic.

Using Repetition & Specificity in SEO Copy

After writing a piece for a web page, it is usually easy to go back and plug in the elements that are necessary for search engines. After finding what keyphrases are being targeted (the keyphrases in the html title), here are a few tips for adding them into the copy:

1. Rewrite headings to include the keyphrase and small variations. It is natural to be somewhat repetitive in headings. Make sure the user can still understand what the paragraph will be about and how it is different from other paragraphs by reading the heading. One tactic is to use a colon or dash: “Targeted Keyphrase – Specific Topic of The Paragraph.” See the heading for the first paragraph of this article for example.
2. Find places where you use part of the keyphrase, and change it so you use the exact, full keyphrase. Most two or three word phrases can be abbreviated to one word for a user without losing meaning and improving the flow of copy. For instance, when targeting the phrase, “SEO copy,” in most places, this article could just use the word “copy.” Search engines are very literal, so it is important not to do this. However, it is also important not to over do it. This could flag a search engine for keyword stuffing or decrease the reader’s enjoyment of the article.
3. Use related phrases that someone might search on occasion in conjunction with the main term. This usually happens naturally in informational copy, but make sure your article covers all the sub-topics of the main topic. Do a search in a keyword tool such as WordTracker for closely related phrases, or look at other articles that are about the same topic and see what related information they provide. This might help your article show for very specific terms. Create new paragraphs that go into these topics. Not only will this make your article more comprehensive, it will also present new opportunities for using the main keyphrases in developing your search engine friendly copy.

The Real Secret To Copywriting For Search Engines

Provide useful information. Writing fluff makes it more difficult to put in keyphrases and probably will get skipped over by a potential reader even if it’s found. This isn’t the most inspiring advice since most copywriters are only vaguely familiar with the subjects they’re writing about, but the more informed the writer is, the easier it will be to go over text and make small adjustments to make it more targeted.