SEO Copywriting: Is Your Copy Ready for Visitors?

You write what seems a beautiful example of SEO copywriting, only to find that visitors don’t agree. They don’t come, they don’t stay; they don’t read. What gives? You were sure your copy was ready to “go live”, but it shortly becomes obvious that only you agree with you. Lessen the chances of this SEO copywriting conundrum by following this checklist:

1. Meta Data

What does your Meta title and description look like? Do they match the information on the page? Are they stuffed with keywords, or do they reach out to the potential visitor in an engaging, inviting way?

2. Keyword Integration

While keyword usage plays a major role, SEO copywriting is more than just stuffing your page with your chosen keyword. This will not generate sales. For effective copy that still draws search engines, keyword placement is more important than keyword density.

3. Headline Basics

Does your headline have the chosen keyword for the page? Is it effective and engaging? Does it trigger emotion, stir up curiosity, cause a sense of urgency? Headlines are paramount in grabbing the visitor’s attention. Don’t waste these vital opportunities to bring your visitor in, keep them on the page and convert them.

4. Appearance

How does your copy look? Have you filled it with a ton of unnecessary formatting? Do your bold or italic effects ruin the overall look of the text? Do you have huge blocks of writing or is it laid out in a clean, clear format? Make sure your copy looks like an easy read, whether the topic is complicated or not.

5. Benefits vs. Features

Do you use benefits, features or a mix of both? First, consider your audience. Consumers enjoy more benefit information, while businesses want to see more features. Finding the mix you need for your particular audience is a skill that takes testing and honing.

6. Speaking to Them

Have you tried to reach out to a single individual, or an entire group of people? The more people you try to reach, the less you’ll reach the individual – and keep in mind, it’s the individual person who’ll be buying, reading, acting. Do you use words like “you”, “your” and “yours” more than you use “I”?

Have you found the “wow” factor? If you’re excited about the product or service after reading your own copy, you’ve done extremely well. If you can’t figure out whether it wows the reader or not, have someone else read it for you.

Today's Author

International SEO consultant is my title…but who cares about those? What I love is creating strategies that include marketing, social, SEO, relevance, ruffling feathers and starting revolutions. What you read on this blog will hopefully inspire you to continue the conversation. When I’m not multitasking around Level343 I sneak away and go sailing. I’m crazy about pistachios, and of course Nutella.


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3 Responses

  1. Simple and true. It’s funny, I’ve had hour long meetings explaining all of this to clients, and you knocked that out in, what… 400 words? With good density on the phrase, “seo copy” I might add! 🙂

    1. Ciao, Enrico – lolol The beauty of having a content strategy set up before you put pen to paper (or, in this case, fingers to the keyboard) is knowing many of our readers come here for information regarding SEO copywriting. We’d be letting them down by not delivering.

      A trick about writing copy with good density is keeping the basic rules of how to position your keywords. Always (when and if possible) have your main keyword once in the title, once in the first paragraph, once in the body and once in the last paragraph. After that, you can just let other instances of the primary keyword, as well as secondary and tertiary, just fall where they may. Once you can make it flow naturally, you have something people looking for that keyword will get hooked on and read further!

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