The opinions expressed by the co-founders of Entrepreneur are their own.
Search Engine Optimization (SEO) is important for any business looking to build their internet presence and sell online.
When we write engaging SEO content, Google rewards us by ranking webpages higher in search results for better visibility. This can increase the number of visitors to your website who might just turn out to be customers.
But creating an optimized copy is about more than just typing keywords and hoping for the best. Incorporating SEO into your content is an art, and like any art, it requires practice and a bit of creativity.
Here’s our guide to help you add SEO to your copy so you can rank higher in the search engine.
Related: 4 SEO Pillars You Need to Know
1. Don’t overdo it with the keywords
Contents
You may have seen articles that repeat the same words over and over again. This error is known as “keyword stuffing” and is penalized by Google.
Your writing must make sense. If you keep repeating the same keywords over and over again, it will be unreadable and confusing, which will be terrible for the user. When considering your use of keywords, be mindful of both Google and your audience.
Google wants to see that:
Your audience wants to read content that matches their search intent and they want the content to make sense. If you create content that your audience doesn’t want to read, you won’t rank well in search results.
So, when it comes to using keywords, make sure you only use keywords where they make sense. Google is smarter than you think, and to rank high you need to host content that uses keywords in a logical way.
Related: Why Keywords Still Matter in SEO (But That’s Not All)
2. Figure out what your audience wants to see
Before you write any copy, it’s important to define your search intent for your audience.
Broadly speaking, there are three main types of search intent:
So, before you write your copy, find out what your audience wants. Do they want to know more? Are they trying to buy something? This will guide your copy and ensure that everything you write is relevant to your audience.
To understand your audience search intent, use tools such as:
Google prides itself on helping people find what they want, exactly when they want it. So, focusing on your search intent is critical to your SEO success.
To use a search intent in your copy, you can:
Related: 7 Ways Small Businesses Can Use SEO to Boost Customer Service and Growth
3. Make sure your content is relevant
Search engines prioritize content that is highly relevant and informative. But sometimes creating relevant content is easier said than done.
When it comes to creating content, it’s important to:
Google also takes into account how long users spend on the website. If people leave your site right away, it means that your content is not relevant to them. So, create content that meets your audience’s needs, whatever they may be, as this will rank your content high in search results.
Here are some additional tips to show Google that your content is relevant:
Related: Simple Ways to Dramatically Improve SEO
4. Speak like your audience
Your audience will look for things in a very special way, and it’s important to imitate this in your copy.
If your audience searches for “the best highchairs for children,” use this as a keyword. Mimicking popular search terms will optimize your text to suit your audience’s search intent.
5. Don’t underestimate the power of headlines
We’ve mentioned headlines before, but because they’re so important, they deserve a separate section.
Let’s be honest, when you search for something on Google, you probably won’t click on a page with a boring headline.
Headlines can grab your audience’s attention, so it’s important to make them count. It’s also an easy way to tell Google and your audience what your page is about.
Here are some simple ways to optimize your headlines:
When it comes to headings, be careful about their length. Headers over 60 characters are truncated by Google. So, to avoid truncating your header, try to keep it concise.
Related: Learning Google SEO Can Help You Grow Your Business on a Limited Budget
6. Optimize your metadata
Metadata tells Google what your website is about, and while it’s not always visible to users, it can be very valuable.
It’s important to include your main keywords in your meta tags, meta descriptions, and meta titles as this will help Google read your content and determine its relevance.
When it comes to metadata, put effort into headings and descriptions as they can not only create pieces of text that show up in your search list, but also tell Google what your content is about. Make sure your headlines and descriptions are as carefully considered as your content, as this will help Google index your webpages higher in search results.
7. Write for humans
First of all, keep the user in mind. When writing SEO text, it’s easy to get carried away by formulas, hacks and top tips, when in fact, writing for people is your best bet.
Writing that is engaging, unique, and informative will always win with content created exclusively for the search engines. The goal should not be to create a ranking, but rather to provide the information that the user is looking for.
Ultimately, Google just wants to provide users with the best possible content for their queries. If you can deliver it in a way that is more in-depth, unique, and engaging than your competitors, you will definitely judge the position well.