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How Website Copy Can Improve SEO

As we mentioned in both the Understanding Search Engine Optimization (SEO) and Improve Your Organic SEO posts, understanding how SEO works is essential to driving traffic to your website, as well as targeting the right consumers and expanding your digital footprint. Consumers, like you and me, are spending time primarily online. The shift in virtual working, learning and socializing means tightening up your website’s SEO strategy is a must. Improving your SEO should start with your copy.

You can create great content, but what makes it effective is a combination of great content and a well-designed SEO. Check out these easy to implement SEO tips and start improving how you write content for your website to ensure you stand out and show up first page SERP!

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Tips for improving SEO by adjusting how you write:

  1. Headlines that standout – You want to come up with headlines that really wow your consumers. Produce clear, thought provoking and keyword-filled headlines. Think of your headline as your first impression, just as it does in a traditional press release. This impression matters if you want consumers to keep reading. This is where emotional appeals come in handy. Research what works. Buzzfeed headlines, for example, are notorious for performing well online.
  2. Start with a key phrase – SEO is all about finding a niche and targeting a specific keyword or key phrases. Keeping that in mind before writing will help you focused on creating relevant content and enable you to naturally insert the keyword into the copy, avoiding unnatural tendencies to keyword stuff content after you have written it.
  3. Structure matters – Don’t clump all your content into one paragraph. Break up your content with headlines, bullet points and small paragraphs in between. Keep your posts well organized and easy to follow. Adding breaks in content with images, videos, graphics and gifs can help the content flow and improve readability.
  4. Tailoring your content – SEO is easy once you get the hang of it! Understanding your audience and choosing words that appeal to them is key. This is done through creating useful, persuasive and easy to understand content. This also is when understanding the way Google looks at phrases and keywords comes in. Try searching for what your target audience would Google before you start writing. Use that information to help share the key phrases you target, and what type of information needs to be incorporated for adding value to your content and ranking higher in an organic search.
  5. Share on social – Sharing your content to your social media platforms will actually help with SEO. Make sure you also involve your employees in helping out by sharing content on their social media channels. The more shares content gets the more valuable Google thinks the content is. Encourage sharing of your content on your website by incorporating social media sharing icons.
  6. Refer back to your own content – Google wants to know your content has value beyond the initial post. When you share your own content through links on current posts it tells Google you are possibly answering their next search question with supplemental content. This will increase dwell time on your content. Telling Google you’re a valuable resource on the topic searched.
  7. Write in the active voice – This will improve your contents readability and in turn improve your SEO. Google prefers content to be in an active voice rather than passive.
  8. Keep writing – While your content should be consumable in snippets the overall length of your copy should strive for depth—2,500 words to be more specific. The more in-depth the content is the more perceived value it has to Google. Make your content relevant, well organized and not repetitive. Writing a long post just to meet a word count will harm, not help, your SEO efforts.
  9. Answer the next question in a new post – This type of content is often referred to as a “sister post,” content expanding on an in-depth look into a topic. For example, this post could be considered a sister post to my post defining SEO. Another example would be if you write a post all about your new product, what it is, how to use it, how it was made and why, etc. A “sister post” for that type of content could be “XYZ ways to use this product in your home.”

Writing for SEO is about creating compelling, useful and valuable content targeting specific keywords and phrases. Consistently incorporating best practices into your website’s content keeps you one step ahead of your competitors and increases the organic traffic to your website. 

Key elements of SEO content best practices:

Incorporating SEO strategies into your content will increase your organic reach as well as provide useful content to share across all your social and digital marketing platforms. Not sure where to start? LHM Strategic has Monthly SEO packages to help improve your organic online reach. Check them out today!

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