- Copywriting, SEO and PR 

SEO copywriting - Manchester, Cheshire, UK

Give your search engine optimisation a major

boost with Buzzwords' SEO copywriting...

 

SEO copywriting is all about writing website pages, online articles and news releases which contain the specific keywords or phrases you or I would use when we’re searching online.

In this way, SEO copywriting provides search engines with the information they need to justify their existence – which in turn delivers a rewarding search experience to the end user when they click on your highly-ranked web-page.

It's understanding this simple yet powerful link between keywords for robots and keywords for customers that underpins successful SEO copywriting.  Of course, your copy should contain keywords in all the right places.  It should also be compelling enough to persuade people to become customers.

What is SEO Copywriting?

10 steps to SEO copywriting success!

Step One - The website structure

Question 1: Is your website structure right?  Does the sitemap make sense?  And is navigation intuitive between the main categories of your site?  If not - as part of a general website audit - it may be necessary to tear down a few walls, or even start from scratch.  In most cases, this won't be needed.  A website should, however, be structured in such a way that it can be modified easily to accommodate future changes and growth.

 

 

Step Two - Keyword appraisal

One of the first and most important stages in the SEO copywriting process is keyword research.  Keywords, and therefore SEO copywriting, are at the heart of successful SEO.  Without them, search engine robots would be working in the dark!

 

 

Step Three - Optimising every page

Each page on your website will be optimised separately, each with its own keywords and meta tags.  (Particularly important are the <title> and headline <h> meta tags.)  No more than a handful of keywords should be used to optimise each page, so it's important that the keywords are chosen carefully for their relevance to what you're trying to say.  The benefits of this are that every page will have a tighter keyword focus and stand a better chance in the ranking process.  It also gives the content of each page added focus for your readers and a better match to their search query.

 

 

Step Four - Include keywords in your URLs

Following on from optimising every page... The URL of each page should also include your main keywords - or 'bankers' for SEO recognition!  To give you an example: if your page is about, let's say, 'cosmetic dentistry', your URL should be along the lines of: xxxdentist.com/cosmetic_dentistry.htm

 

 

Step Five - Local optimisation

This involves making sure that your pages are optimised for the town or area where your business is based.  It makes sense to make the most of business opportunities on your doorstep before venturing further afield.  Keywords will be included to cover obvious local options: Preston, Lancashire, north west England; Bristol, Avon, south west England; Birmingham, West Midlands, UK; Leeds, West Yorkshire and so on.  This simple step could begin to generate local business enquiries within weeks!

 

 

Step Six - Write for real readers!

No point in writing only for robots - they don't buy products or services.  You may succeed in rising up the rankings, but real readers don't want clunky copy that's obviously been written for SEO.  Websites should be well written in a clear, light style.  The reader experience is also enhanced by smooth navigation and lots of internal linking between the pages on your site.  This also makes a contribution to SEO.

 

 

Step Seven - Completion & Timing

In reality, a website should always be 'work in progress' to accommodate the natural changes that occur in any organisation.  In the short term, the time it takes to make changes as part of an SEO copywriting makeover will depend, quite simply, on the number of pages involved and the extent to which the body copy needs to be edited.  Any changes made to a website need time for the search engines to visit before results show through in real life rankings.  If structural changes to the site are needed - or new URLs are put in place - you could expect a further delay of a month or so while the search engines re-index the pages.  In all cases, improved rankings are always worth the wait!

 

 

Step Eight - Results

SEO copywriting - or any other form of SEO - cannot guarantee results in the short term.  However, taking care of the details already mentioned should make a measurable difference.  If, on the other hand, you're looking to go to Page One on Google for a competitive generic keyword, be prepared for a long wait.  SEO life just ain't like that.

 

 

Step Nine - SEO link building

It's common knowledge that Google rewards websites which have lots of high quality inbound links.  To score in the generic keyword rankings, the likelihood is that you will have to include a link building programme in your SEO strategy.  Details of this 'off-page' SEO copywriting have already been covered above and include the use of online PR, article marketing and directory submissions. 

 

 

Step Ten - Persistence pays off

An SEO copywriting makeover is about as quick a fix as you're likely to find in the SEO world.  SEO is about long term thinking and planning.  Above all, it's about doggedly seeing through everything that has to be done.  SEO success is about forward thinking, but it's also about attention to detail and the hard slog of building links.  The rewards of high rankings which will eventually come your way are of course literally priceless. 

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