However, with some work and some simple practices to follow, anybody can get their website high up in the SERPs.
In this article, we’ve offered a number of SEO copywriting tips that will help you get your content ranked for keywords on Google.
The meta description and title tag are very important for SEO purposes. The title tag, or main heading of your page, will be the first thing that people read when they find your page through a Google search.
The meta description will be the introduction or flavor text of your article.
Starting with the title tag – make sure it’s the right length. Google cares about this because titles that are too long will get cut off.
The general consensus is to have a title tag length of 50 to 60 characters. This Title Tag tool from Moz can help you to generate title tags and to see how they would appear on Google.
Besides the length, it’s important that you get your primary keyword in the title. This lets Google know you’re trying to rank for this keyword.
Moz suggests following a very simple title tag formula that looks a little like this –
‘Primary Keyword – Secondary Keyword | Brand Name’
Let’s say you are writing an article to help with baking muffins on your website, “Cake World”.
Your title tag could be ‘How To Bake Muffins – Top Muffin Recipes | Cake World’
This title tag is easy to read and it covers all of the points mentioned above.
Next up is the meta description. This is a little trickier – different sources suggest different meta description lengths, and it is something that Google is constantly tweaking.
If your meta description is too long, it’ll be cut off and that may impact your ranking.
A test by Moz suggests that you can include up to 300 characters and may get away with no cut offs happening. However, the median average is 186. In the past, 155 characters was the golden rule, so anything between 155 and 186 should work well.
The content you include in your meta description is also very important. You should include the primary keyword, but it needs to flow with the content. The meta should be treated as an introduction. Make sure to end it with a call to action to encourage clicks.
Keyword density is something that SEO tools and marketers will talk about a lot. It’s a simple term that is calculated by looking at how many times a keyword appears in an article. If the article is 600 words long and the keyword is placed three times, the keyword density will be 0.5%.
Truthfully, there doesn’t seem to be a keyword density that’s the golden rule for copywriting or article writing.
Instead, you should focus on writing good content that’s relevant to the keyword. If you are a good writer, the keyword will naturally come into play as much as it needs to for Google to take notice.
The only exception is to include the keyword in the opening paragraph, in the title, and if possible, in one or two H2s throughout the article.
LSI keywords are essentially keywords that are similar in topic to the primary topic. LSI stands for Latent Semantic Indexing.
It’s a relatively new thing for Google, and it’s something that once again rewards those that are good at creating topics that are naturally related to the keyword.
If we use the ‘How To Bake Muffins’ example again, related LSI keywords could be anything from specific muffin recipe keywords like ‘vanilla muffin recipe’ to keywords like ‘easy muffin recipe’.
As you can see, keywords like these are very similar to the main keyword. A good writer shouldn’t think too hard about LSI keywords because they will most likely already fit into the article naturally.
To stay relevant in today’s climate, it’s very important to create content regularly. Blogs, news posts, and new web copy can help you to keep your website active.
This is even more important if you’re starting from scratch. Google needs to see that your website is active, and if activity stops, you’ll start to fall off of the rankings.
The key is to write content as often as possible and make sure each article has a primary keyword it is focused on.
There is a lot of debate about how much content is enough. According to an article by Moz, the best results are found when websites create 11 or more articles per month.
The real answer is there is no limit, so long as all of the content you create is high quality and relevant to your website.
Content length is also another hot talking point in SEO. Once again, the typical answer is that more is better, but you don’t have to consistently release 3,000+ articles each week. Sometimes, simple 300-500 word articles will help too.
Just focus on high quality, consistent content, and have some patience. Results will come.
If we’re talking about SEO copywriting, it also makes sense to talk about web design. Improving your page speed score (you can use tools like GTMetrix to find yours) can help to improve stats like page load time, the time spent on your website, and the bounce rate.
All of these stats do have a small impact on how you rank, so it’s always best to consider this. Even just giving your website a makeover with a better design and a new logo to help improve visitor engagement can help. The written content, however, should be the main priority.
That brings us to the end of this article. Hopefully, the talking points in this article have been helpful and will increase your keyword rankings on Google.
**About the Author: Michelle Deery is a copywriter and editor for Heroic Search, an SEO agency based in Tulsa. Her content has been featured in Entrepreneur magazine. When she’s not producing top-notch content about content, you can find her on Twitter.
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