Having identified keywords, finalised the name of the business/domain and created a structure, you’re ready to begin writing. The aim is to achieve a good level of ‘keyword density’ (how many times keywords appear) without resorting to ‘stuffing’ the page with repetitious nonsense. (The search engines will see through this anyway.) You’re looking for a keyword density of around 4–7%, meaning that this proportion of the text should be your actual keywords.
Here are some tips to achieve this.
- The copywriter’s natural tendency is to vary word usage in order to generate interest. For example, in an article about flowers, you’ll usually see synonyms such as ‘blooms’, ‘ plants’, ‘bouquets’, ‘arrangements’ and so on used as much as possible. For SEO purposes, this trait needs to be resisted. Use keywords as often as possible without the resulting prose sounding ridiculous.
- Similarly, a good writer will tighten up their prose by using pronouns (‘they’, ‘he’, ‘it’) wherever they can. You can increase keyword density by restating the subject instead, as long as the result still makes sense.
- Google supports a technology called ‘stemming’, whereby terms such as copywriter, copywriters and copywriting are all seen as closely related. So you can vary the ending you use while still hitting your density target.
- Copywriters (and particularly newspaper subeditors) often deploy eye-catching phrases or plays on words in titles and sub-headings. But in SEO terms, this is another missed opportunity. Search engines use headings to determine content, so don’t miss the chance to drop your keywords.
And, lest we forget, the text also has to be readable, interesting and useful to any human beings who might be reading.
Prefer not to do it yourself? Check out our SEO Copywriting services.
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