If you’re looking to get your site picked up by the major search engines, then your copy needs to help attract their attention. The process of creating your content with the search engines in mind is called SEO copywriting.
The easiest place to start is with the title of your page or article. Search engines will initially look here, as this is the quickest and easiest way to judge content. Therefore, you need to know your target keywords and ensure these are incorporated.
As with most elements of web copy, conciseness is a virtue. The perfect title is 72 characters or less as this length enables search engines to display its entirety in their results, encouraging potential clients to click through.
Search engines are also very friendly towards unique content which is frequently updated. This means you shouldn’t duplicate your SEO copywriting across pages and create a regular update scheme for your site, such as a blog. Size also matters. Search engines are more likely to find individual pages if the copy is a substantial length – try to ensure all your pages have at least 200 words of text.
Throughout your content, it helps to have your keyword repeated a limited number of times. However, search engines also look at the number of times you’ve used your keywords in your SEO copywriting. While keyword density is a hotly debated topic, you should steer clear of excessive repetition. The search engines are wise to it, and it’s off-putting for readers too.