The Essentials of SEO Copywriting

Ranking high on Google search results pages can be a struggle as you look for the the reason why your website is hidden on page twenty instead of page one. Quite often, this is due to poor SEO copywriting - failing to factor in exactly what Google and readers are looking for in a quality, relevant webpage.
And since a good ranking is essential to your business's online success, understanding and mastering SEO copywriting is a vital step to the process.
So, to start with, what is SEO copywriting? Well, if copywriting is using words to describe and promote an idea, product, or service, then SEO (Search Engine Optimisation) copywriting is enriching those words with elements that benefit its standing in Google's ranking algorithms. By utilising a range of relevant factors, your piece of content will have a much better chance of shooting up those rankings.
It you want to dive deeper into this topic, then check out our Top 11 SEO Tips.
Thankfully, understanding the basics of SEO copywriting is stress-free and can get you working straightaway towards more traffic, more conversion rates, and the satisfaction of owning a website with high quality user experience. And don't fret over wrapping your head around technical jargon that leaves you feeling confused. Even small, easy-to-grasp changes to your website's copy can make a big difference.
Keywords Unlock Your Copy's Meaning

The backbone of any strong SEO copywriting is the keyword you choose to create content around. This requires doing keyword research to find what words are relevant in your field or industry. This is essential in helping Google match your content to its relevant search queries. Keywords are the search terms people type into search boxes. Therefore, your webpages need to be written specifically around those initial search terms. Knowing and matching the searcher's intent is essential to forming the most suitable destination for them to reach.
Keywords range in length, structure, and popularity, meaning there is a fair bit to think about when deciding on which one to pick. Your research should cover the sites already sitting atop results pages - what about them works, what are the areas you could improve? Some keywords will be more competitive while other keywords may take multiple pieces of content for Google to notice. You should only ever attach one keyword to a webpage, as using multiple comes at the risk of them sabotaging each other in the push to get indexed.
Keyword Length

The length of your keyword or phrase will vary depending on whether it's short or long tail. Short tail keywords will only be one or two words that give a broad outline of what that person is looking for (i.e. "sushi restaurant").
Short tail keywords are searched more regularly and bring in more traffic. However, they are also harder to rank for as they have more competition. While the rewards are greater for successfully utilising one, achieving that success is a steeper mountain to climb.
Meanwhile, long tail keywords may be better for newer, smaller businesses that are catered towards a more specific market. They can be phrased as full sentences or questions targeted towards a customer in a specific stage of the buying process (i.e. "best Sushi restaurant in South Bank?").
Keyword Stuffing

Knowing where and how often to incorporate your keywords is a fine balance of making them noticeable without resorting to keyword stuffing. This is where you overfill your body text with the keyword as a way to cheat the system. Search engines are now savvy towards this technique, and therefore penalise pages who have overstuffed on a certain keyword.
To avoid this, we suggest mentioning your chosen keyword at least twice in a 600–800-word piece, and at least four times in a 1000+ word piece. Incorporating your keyword should come fairly organically as you will be writing around a topic already focused on that particular word. With that said, it may be easier for you to draft out your content naturally and then see if you can feature your keyword more frequently during the edit.
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