SEO Copywriting - 10 Tips For Writing Content That Ranks In 2013
#1 Write for humans - optimize for robots
- It's 2013 - nobody wants to read SEO content, not even the search engines! Everything points to the fact that Google prefers natural content to obvious SEO stuff. Moreover, there's no point in great rankings if your content
doesn't convert. So focus on your flesh and bone target audience - but help the robots find your content.
#2 Forget about keyword density - once and for all
- Keyword density is one of the most tenacious SEO myths out there. But there is nothing to indicate that Google favors a certain density over another. It's important to use relevant keywords in your copy, but use them naturally.
Cramming keywords in where they don't belong will mostly likely do more harm than good.
#3 Use related keywords, synonyms & grammatical variations
- Google and other search engines use Latent Semantic Indexing (LSI) to match search results to the intentions of the person performing the search. Using synonyms, related keywords, and grammatical variations is an easy way to
make your content more relevant - without stuffing the actual keyword into the copy.
#4 Use Google Tilde to find related keywords
- If you add ~ before a keyword and perform a search, Google will show you a number of related keywords at the bottom of the page that Google finds relevant in relation to your query. Use these keywords to increase the relevance
of your content.
#5 Write long, in-depth, quality content
- The average web page ranking on the first page of Google has over 2.000 words. Moreover, evidence points to the fact that in-depth articles get more shares and links than short, superficial ones. Aim for content that delves deep
into the subject matter and provides real insight. But DON'T write lengthy content just to please search engines - do it because you have knowledge and insight to share with your audience.
#6 Take advantage of the long trail
- The problem with "big", "fat" keywords is that they usually are super competitive and ranking for them demands a huge effort. In many cases there are lots of related searches that are much easier to rank for e.g. "landing page" vs.
"how long should a landing page be?" Long tail phrases have a smaller search volume, however the traffic quality will be higher as the visitors are more motivated and likely to convert.
#7 Answer your prospects' questions
- If your prospects have questions about your product or service, they'll probably type those same questions into Google. Provide your prospects with content that delivers credible answers, and they'll visit your site. Provide them
with better answers than you competitors, and they'll buy from you. Additionally, answering questions is a great way of taking advantage of the long tail.
#8 Get your content noticed and shared
- Sharing gets you links and traffic, and the more "shares" your content gets, the more relevant and popular it will seem to Google. Do your part to get your content out there and shared via relevant forums, blogs, influencers,
newsletters, and the usual suspects like Facebook, Twitter, Linkedln, Google+, etc. And don't underestimate the incredible power of guest blogging!
#9 Get down with Google Plus
- Google+ is going to play a bigger and bigger role in SEO. Moreover, the inevitable introduction of Author Rank means that Google will start connecting ranking factors to individual authors - not just the websites hosting the
author's content. Setup your G+ profile, add your authorship markup, claim ownership of your content build AuthorRank, and play an active role on G+. By doing so, you can boost the authority of every piece of content you
produce - regardless of where it gets posted.
#10 Title tags and snippets are still king
- Your title tag is one of the first things Google looks at when categorizing the individual web page. Moreover, the combination of title tag and "snippet" (meta description) is what your prospects are going to see in the SERPs.
So include keywords - but make your titles and snippets sound natural and focus on motivating prospects to click.
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