3 Keys To Writing Effective Search Engine Copy

It’s been well-established that Search Engines like Google tend to look favorably upon fresh and original content when providing users with relevant search results.  A user that is searching for “office furniture” should be presented with results that contain Web pages where that search phrase is dense within the copy.

But there’s a fine line.  It’s not advisable to simply “cram” keywords into a page in an overly-repetitive fashion.  At the same time there is a requirement to be sure that target search phrases do appear within the copy to be sure the search engines recognize it.  Google suggests a common sense approach in determining how to toe the line:  make pages primarily for users, not for search engines.

As you contemplate how to create and develop your Web site’s content, here are three keys to consider:

Key 1: Do not repeat keywords in an unnatural way.

The ability to keep an article keyword-rich and enjoyable is an art form in and of itself. When given the choice of one more related keyword and keeping it free of awkwardness, err on the side of readability. You can always spin the article anew with a separate and distinct article. Today’s readers will tend to scan, or gloss over the copy. When a keyword is repeated multiple times, the reader will see the pattern and conclude the article is less than genuine. In the same vein, use of name brands should be avoided unless extremely pertinent to the article. Scanners spot ads woven throughout the copy the fastest.

Key 2: Give a call to action to attract a community around the article.

Think like the audience. The articles with the most activity involve the reader in some way. If you are writing content on dog training, you could ask a question like “Do you think bulldogs can be trained?” toward the end of the article. Viewers will voice their opinions and inadvertently add more related keywords to that page with little to no effort on the site-owners part. Adding internal links inside the article that are keyword-rich are also helpful to get traffic to multiple pages within the site.

Key 3: Use the “rule of three.”

This very article narrows down the many SEO copy writing tips in to a three-point list. This phenomenon (the rule of three) is as unexplainable as it is memorable. Historic examples would include “Blood, sweat, and tears,” “I came, I saw, I conquered”, and many others. You can use it to your advantage and present your ideas in three-point bullets. It increases readability and is another opportunity to include related keywords. If this seems to restrictive for particularly long articles, you can break the primary three points in to the secondary parts. This compounding of the rule of three has been shown to be just as effective.

About Matt Certo

Matt Certo is founder and CEO of Findsome & Winmore, a digital marketing agency based in Orlando, FL. He is also the author of FOUND: Connecting with Customers in the Digital Age. Findsome & Winmore helps organizations find and win customers through Web development, mobile app creation, branding, social media marketing, search marketing, and anything else that might help clients grow. You can follow him on Twitter at @mcerto.

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