27 June 2010

5 Rules for Successful SEO Copywriting

SEO copywriting is a writing technique used for producing readable and persuasive website content. With this technique we produce quality texts for the visitors of the website and at the same time, we target to specific search terms in order to rank highly in the search engine results. Finding the perfect balance between having the correct keyword density and an engaging text for the visitors is not an easy task.
Search Engine Optimization improves the volume of traffic that a website receives from the organic results of search engines. In order to have a successful SEO campaign, you need to make sure you are optimised for the different factors that search engines use in order to determine the relevancy of a site. One of the key factors of success is the quality content and thus the effective SEO copywriting. Here are the 5 basic rules you need to follow while writing your texts:

1.      Conduct Keyword Research
Conduct a keyword research to determine the exact keywords and keyword phrases that should be incorporated into your website content. Search for terms that your customers might search when they look for products and services like yours. Check the popularity of each keyword by comparing the number of results in the various Search Engines and the Search Volume from Microsoft Adcenter


2. Write Descriptive and Easy to Read Texts

Usually the pages that do not contain enough text do not appear on the first results. Always try to write quality content and have more than 250 words per page. Additionally avoid excessive repeating and make sure that your copy is attractive and easy to read.

3. Avoid Duplicate Content

Duplicate content is a major issue for sites like online stores, news portals etc. If two pages look very much alike, the major Search Engines remove one of them from their index. This means that pages that contain very few or not unique text are deleted. Thus always try to write unique, quality and descriptive text for each page. You can check your site for duplicate content by using the tool Duplicate Content Check.

4. Mind the Keyword Usage

Use a group of terms that share a common word or phrase to optimise one page. It will allow the search engines to consider the entire page relevant to the common theme. Add two, or at most three targeted search terms in each page and place them strategically within the text. Be careful not to insert more than two or three keywords per page that can divert the search engines’ ability to recognise the most relevant phrases.

5. Keyword Optimization – Keyword Rank

Incorporate the selected keywords in each page title, HTML headings (H1-6), meta description and meta keywords. The page title is the one appearing in the top bar of the browser window. It is also the one it appears in the Search Results, so it must attract the user to click on it. The H1-6 tags are the headings of the page’s paragraphs. The meta description is a meta-data field appearing sometimes in the search results as snippets. The meta keywords have not any significant value for SEO these days, nevertheless you can use this meta-tag and include the important keywords of your site.

Keyword density should be higher for the most important terms of your page.  Additionally in order to be sure that you have optimized for the correct terms you need to find the Keyword Rank (KR) of each keyword of your page. The KR is a special rank that measures how optimized a term is inside the page. You can use the Keyword Analyzer  tool to perform such an analysis. Make sure you keep the KR relatively high for your important keywords and low the unimportant ones.
In addition to the above, the most important is to create a copy appealing to the visitors-consumers. Don’t forget that they are your website’s end users and they need to discover your products or services, through a comprehensive and attractive website.

contributed by, Abhishek SEO

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