We thought we’d go back to basics in today’s blog and get you to have a think about how well your web copy is optimised for search. After all, if you don’t get the fundamental principles in place, then it’s very difficult to implement a more extensive SEO strategy.
It’s worth giving your site a health check at least once a year at least to see if these basic building blocks of SEO-friendly web copy are in place. You’ll be able to see fairly easily if they’re not, which will in turn help you to do something about it. The result? Better, more effective and more robust web copy all round.
Web copy keywords
There’s no point starting to optimise your web copy for search until you have fully understood which keywords and phrases you are targeting. It’s never too late to rethink your basic keywords. If your site has been in existence for a while, do a keyword health check using the free Google keyword tool. Stop using keywords that aren’t serving you and put new ones in place.
Get the right title
Page titles are vital. They help users to decide which Google results to click on.
In order to give yourself the best chance possible and also to give users a straightforward and useful browsing experience, make sure that your page titles are an accurate description of what they would find if they were to visit your page. Of course, these page titles should contain your keywords.
Page titles are also your headline or your advert when people find your website in the search engine results pages (SERPs). They let people know what the content is. Therefore pages with titles like “Home” or “Page Two” aren’t helpful at all for users. Make sure the user knows what you’re offering and let Google know what your primary keywords are by including them in your page titles.
Description, description, description
Your page description appears underneath your page title in the SERPs. Often overlooked, the description helps users by giving them more information about you and why they should visit your website. This is a valuable chance to grab potential customers’ attention. Beware – if you don’t create your own description, then Google will do it for you by using text from your site to display on the results page. This may not be the text that does you justice. Better to ensure that you have the right page description on show.
Tweak your web copy
The best way to write web copy for search is to forget about the search engines. This may sound contradictory but there’s nothing worse than a page on a website that simply repeats keywords in a clumsy way. Users don’t like it and neither does Google. Instead, write your web copy in a clear, communicative way so that it does the job it needs to do in terms of presenting the benefits of your product or service to your customers. Then, when you’ve got a decent piece of sales copy, go through it and tweak it with your keywords whenever you spot natural opportunities to do so. Think “sprinkling” rather than “stuffing” when it comes to optimising web copy with keywords.