Web content that is search engine optimized should have two goals: 1) to drive targeted traffic to the site, and 2) to capture the reader’s interest so they actually read the copy. Too often, the second goal is overlooked, and the result is web copy that is confusing and hard to read.
Keywords are still words. They need to work the same way that readers expect in well written content. If they stand out from too much repetition or illogical placement, readers won’t be able to follow the text. Even worse, illogical and poorly worded text can impact the credibility of the entire website.
The following is a short list of tips for writing smooth, readable, optimized web copy that gets read.
1. Write copy for the reader first, the search engine second.
The reader’s need for clarity, readability, and relevance should always come first. If you have really targeted your audience, your copy will naturally contain the right keywords, so put aside SEO for your first draft. Run your copy through a readability checker, such as the Flesch Reading Ease checker in Microsoft Word (displayed after a spell check). The higher the Flesch Reading Ease score, the easier it is to understand the text. A score of 60 to 70 (out of 100) is desirable.
2. Select the right keywords for each page.
Selecting keywords is more a matter of understanding their relevance to your target audience than finding high-traffic words. The best keywords are relevant, specific, and popular. For each page topic, consider how people might search for that topic. What problems do users have that your content is hopefully the solution for? Formulate phrases that are solutions to those problems.
3. Place keywords correctly.
There are several good places for keywords, so a scattered throughout approach works best for both readability and search engine optimization. Titles, headings, bullets, anchor text, and anywhere in the body copy where the keywords sound natural and make sense. Consistency is important to establish relevancy, that’s why stuffing keywords into only one place won’t work.
4. Mix up keyword phrases.
If you have a keyword phrase of three or four words, you don’t have to repeat this phrase in the same sequence every time, or even use all the words in each occurrence. You can vary the pattern of the words and still be indexed for those words as long as you used the complete phrase at least twice.
5. Use the right amount of text.
Short copy is great and easy to read. But too short and you’ll have a hard time getting keywords in the copy without obvious repetition. Too long and readers will get bored. Strive for a 1-1-1 balance of white space, text, and graphics. Readers will appreciate it.
Writing for both people and search engines can be challenging, but it can be done effectively with careful effort. Always follow Google’s SEO best practices when writing copy for any website. A professional copywriter who is experienced in SEO best practices can protect you from costly mistakes and be a time-saving, profitable investment.
