SEO Copywriting Guide

SEO Copywriting is a method of writing copy for the web that targets specific search terms while maintaining its usefulness for the reader. The purpose of search engine optimization copywriting is to rank highly in the search engines for the targetted keyword. In addition to the viewable text of the page, SEO copy writing attends to other textual elements of the page such as: page title, Description, Keywords, headings, and alt text.

The main concept behind SEO Copywriting is that search engines want pages with relevant content that is useful to the user. It is in fact the sole purpose of the search engine to provide relevant useful results. So, the strategy of SEO copywriting is to increase the relevancy of a web page to a specific search. This strategy provide a logical progression for developing text and content for the web;

SEO copywriting steps:

1. Keyword Research
We must first know what terms are being searched for in order to develop content that is relevant to a specific search. There are several methods for researching which keywords are good to target. More on keyword research. Once we have accumulated a list of keywords that are relevant to our website, we can begine creating content.

2. One Page per Keyword
Once we have created a list of keywords we would like to target, we will then create at least one page for each keyword in our list. Some SEO copywriters will attempt try to target more than one keyword per page but this is not the most effective method for gaining good results in the search engines.

3. Write the SEO Copy
Now that we have chosen one keyword to target, we can begin writing the main copy for our page. I reccomend writing around 400-750 words using the keyword once every 4-5 sentences. While wirting the SEO copy, it is important to maintain a natural read to the user. The keyword should not be noticeable to the reader – it should flow nicely with the copy. Also, it is important not to overuse your keyword. Do not try to put your keyword in every sentence – the search engines may see this as spam and rank your site negatively. Once you have finished the main copy of the page, you are ready for the finishing touches.

4. SEO copy: final touches
There are several elements of the page that are not immediately recognized by the reader, but are big factors in the ranking of a page in the search engines. The targetted keyword should be present in all of the following elements:

  • Title
  • File name
  • Description
  • Keywords
  • Image ALT tags
  • Header / H1 tag

5. The copy is now search engine optimized
Once you have completed these steps, your copy should be well optimized for the search engines. Now you just need to building links pointing to your pages and you are on your way to high rankings.

After the Copy is Written
SEO Copywriting is just the beginning. The use of good SEO copy will only get you so far in the search engine rankings. SEO copywriting, by itself, only works for search terms that are not highly competitive. For more competitive search terms, other, more aggressive, methods are required for top rankings in the search engines.

About this SEO Copywriting Guide
This guide is provided by eCentral Marketing, a small business SEO firm in Washington DC, and is about SEO copywriting and not about copywriting in general. SEO Copywriting is specialized writing which can improve the rankings of a website. But the copy can only do so much. If the website fails to sell its products/services, the effort of the SEO copywriting is all for nothing.

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