Writing SEO optimised content
Updated: Jul 17, 2019
Previously, I wrote a blog with some tips on how to write good marketing content. In that, I mentioned the importance of ensuring that your online content is optimised for SEO (Search Engine Optimisation) purposes, but being quite a weighty subject I felt it was better dealt with in a separate blog. So here it is!
SEO helps your website, blogs and other online content to be ‘found’ easily when people search on Google and other search engines. Indeed, SEO optimisation is considered essential to get your website ranking as high as possible, ideally on page one.
I don’t profess to be an SEO expert. But I do know enough, and I know that people can worry about long tail keywords and links too much. SEO is not the dark art that many people make it out to be, although Google seems to like keeping us on our toes by changing their algorithms annually, it seems.
SEO optimisation is more than just keywords, but being a copywriter that is the aspect that I focus on.
SEO keyword list
So first, you need to make your list of SEO keywords to scatter throughout your content. You could ask a SEO company or agency if you want a guarantee that your website will perform at its best. But if your budget won’t stretch to that, I find that using a common-sense approach works. For example, brainstorm with colleagues for typical keywords and phrases specific to your business. Or use Google itself to create your keyword list; that can take time, but it works. Simply type in the most obvious keywords and then look at the end of the page to see what appears under ‘Searches related to…’ and list those out, clicking on them to find more keywords.
But there is a quicker and easier way, and that’s by using an online SEO tool.
SEO checker tools
There are both paid for and free checker tools available, such as Ubersuggest, KWfinder (my favourite), or Keyword (this has a handy way of filtering and exporting your selected words into a document for you to store), all of which are easy to use.
Once your list of keywords and phrases is complete, don’t just cram them all in! Especially on web content, as your website may end up being penalised. Pick the best, most obvious and appropriate search phrases. Try not to repeat the same word too much, either, as Google may think you're spamming and penalise you. It’s important that the content is written to flow as naturally as possible.
Remember – keywords are more about semantics than density. Use them wisely!
If you need to know more about UX writing (user experience), and need to produce manuals or some kind of 'helpful tips' document, have a read of this: UX Writing: The Ultimate Guide to User Friendly Copy