Improve Your SEO Copywriting with These Proven Methods

The purpose of SEO copywriting is to create the kind of content that the search engines rank well. If you want to learn some helpful ideas for writing more effective copy, read on.

SEO copywriting not only concerns having good keywords, but it means ensuring that all data is there so that search engines can best rank the page. Internal linking is many times oblivious to many people because they are not aware of its significance. Search engines depend heavily upon hyperlinks that are both external and internal when judging copy. When doing the internal links, the links of all the inner pages should be arranged so that it is relevant. So when two pages are linked together, you should link together so that the theme or topic of the content that is on both pages are the same. Navigation around your site is improved and your readers can easily find the information they need, and hence spend greater amounts of quality time at your site. Also, internal linking when done effectively is loved by search engines and they also help give your rankings a boost Outgoing links to other sites help you to get a good vote, they afford search engines another reason why they should improve your rank. Remember, whenever you’re creating content for the search engines, effective linking is really important.

When you’re creating the content with the focus being on the search engines, you have to take care of every small detail, right from your keyword density to the length of your content. Talking about the length of your copy, you should try to have at least 500 words on your homepage so that the search engines are able to find enough text on the page to see the keyword relevance. If this page doesn’t have enough content, you may not get ranked by the search engines. When it comes to using your keywords, the best place to put them is near the top of the page, as this is what the search engines prefer and they may not find them if they are too far down. So just make sure that the content is not only relevant but contains enough words to impress the search engines.

When you’re creating your site’s navigation, you have to keep in mind that having your content in frames will be of no help. You need to avoid using frames because they serve no real purpose. The search engines won’t be able to read the frames and find it difficult to identify, index and rank pages with frames.

If you use frames, your home page would get indexed, but none of your other pages would. You want to have the search engines read all of your content when you practice SEO copywriting. In general, the simpler you make your content the easier it is to rank well. Your main goal should be on making your content relevant and high quality.

SEO copywriting, then, isn’t the most difficult thing to do, but you can help your results by using the methods you just learned about.

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How to Be the Best SEO Copywriter You Can Be

Successful SEO copywriters must be able to write great copy that is optimized for the search engines and it must also be legible to humans, as well.

To create great SEO copy, you must be able to include your keywords in the right places while also allowing it to flow and it must also be easy to read. If you can put your keywords in the right places, you’ll find the search engines will give you a higher ranking for the keywords you’ve utilized. It’s not uncommon to find content that is written well but that doesn’t include the right keywords in it, and that’s when it’s hard for the search engines to rank the site properly. The real key to success with SEO copywriting is to skillfully insert the keywords in such a way that it makes sense. You are about to read about some SEO writing methods that can help you get the most out of your SEO campaign ventures.

Being a good writer is not enough if you want to write with the search engines in mind. SEO copywriting is all about making sure you have the content optimized for the search engines. This means that you don’t even start creating your copy until you’ve selected the keywords you want to target. For this reason, a major part of SEO copywriting is keyword research. You have to remember that you are writing for both the search engines and the people who will be reading your copy, so you have to make it informative and entertaining. For example, let’s say your site is about ‘gardening’, make sure you have this topic researched and you have a list of all the keywords that are related to gardening. Don’t make the mistake of going for too broad keywords here, because the keywords you want to be ranked for have to be non-competitive in nature and have good traffic. So in short, the backbone of your SEO copywriting is the keywords you select, because ultimately that’s what decides how well you rank. Keep in mind when you’re writing your content that you need to make it easier for search engines to index it correctly. Keep your content shown as plain text and not as flash or on graphics, as these won’t help your rankings. Search engines can’t read flash, so they won’t index your site. This can damage your ranking results in the search engines.

Lastly but still important; have 4 or 5 keywords in them when naming your files. Having your keywords in the file name helps you in optimizing your site better and makes it easy for your content to rank. In summary, SEO copywriting is a skill that takes time to develop, so make sure you put in the effort to see great results.

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Increasing Traffic With Geodomains

Webmasters increase their chances of getting high search engine placement by including a popular keyword in their domain name. However, if a keyword is very popular, including it in a domain might not help, even if the website it’s pointing to is also optimized. So many Internet Marketers suggest that domains as well as their corresponding websites use long tailed keywords that aren’t as competitive. A good way of doing this is to include keywords based on geography. When such a keyword is used in a domain, it is known as a geodomain.

Geodomains are highly used in the tourism industry. For example, if a person visits Maryland.com, they will see a site that offers information on the activities they can take part in while in Maryland. However, this should not dissuade other markets from centering in on a geodomain. As long as a service or product can be distributed outside of the webmaster’s location, they should consider using geodomains that target national or even international audiences.

However, geodomain marketing may work better for some industries than for others. Why? It’s because the areas that people live in have their own sociological and cultural needs. Even if one markets in their own country, people living in one state or province may not have as much of a demand for a particular product or service. For example, consider a website that is marketing private boats. If they use a geodomain that encompasses an area that is lower-income, naturally, their efforts won’t result in many sales. This is why it’s important that webmasters investigate the general characteristics associated with the area they would like to create a geodomain for.

How can a webmaster find a geodomain name? Well, chances are state-based or country-based geodomains are taken at least for the most common domain name extensions. If they can’t get these types of geodomains with lesser known extensions, they can consider combining a geographical term with something else or look for a more specific geodomain.  When looking for something more specific, webmasters will need to think about making geodomains based off of cities, counties and popular neighborhoods. They need to do this both for their own country and for other countries, provided that their website can meet the needs of an international audience.

In conclusion, a geodomain can be a good method for marketing, if a webmaster is prepared to appeal to a local audience. Research will still be required to ensure a geodomain fits properly with what is being promoted, but overall a webmaster will find that with the right geodomain, they will generate more sales with less advertising expense.

This is because the keywords used in geodomains are not overly used, especially those that are very descriptive. And when that’s the case, a website has a greater chance of ranking higher in the SERPs.

SEO Doesn’t Translate

SEO is a laborious and, to be frank, rather tedious task.  Fortunately once you have SE-optimized your Web site in English, you can just have it translated without the need to repeat all that effort in foreign languages, right?

Unfortunately, no.  Robert Frost’s definition of poetry as “what gets lost in translation” could apply equally to SEO.  It is sadly not possible to pre-optimize your Web copy before translation — it has to be re-optimized as part of the translation process.

First and foremost, SEO is about the democratic use of language. What matters is not how the advertiser likes to talk about its products, but how customers actually talk about them. So when producing foreign versions, the trick is not to find the words that most closely correspond to the English original, but the words most commonly used by the target audience in the countries in question.

Our experience of working on a major SEO project for a budget airline suggests that from a translation point of view, search terms fall into three broad categories: directly translatable, freely translatable and non-translatable.

Firstly, there are terms that have direct equivalents in the target language that are equally widely used as search terms.  So where English Web users will Google “flights,” French users search for “vols.”  The word means the same thing and is used in the same way.  The world would be a simpler place if all terms were like this!  (Although in fact, even here, things are not as simple as they look.  Only once we have tested the seemingly obvious translation, to verify that it is indeed widely searched for — by actual users in relevant contexts, can we confirm that directly translatable terms fall into this category.)

Secondly, there are terms that can be translated in a number of ways.  Here the challenge is to think of all the possibilities, so we can test them to see which ones are actually searched for.  An example is the seemingly straightforward “cheap flights.” With typical Gallic contrariness, there is in fact no French word for “cheap,” so various different wordings have to be tried – “vols pas chers” (not-expensive flights”), “vols bon marché” (“good-bargain flights”), “vols à bas prix” (“flights at low price”), “vols a petit prix” (“flights at small price”) to name but a few.  None of these expressions sounds a likely search term when rendered back in English, but all of them are viable options in French.  Much to the chagrin of the guardians of French linguistic purity, even Anglophone borrowings such as “discount” and “low cost” also turn out to be worthy of investigation.

Moreover, finding the most appropriate translation(s) is only the first stage.  They then have to be optimized syntactically for a search context, where people tend to use shorthand or elided forms.  So whereas “cheapest flights” would be “vols les moins chers,” in reality French Web surfers would never use the article “les“, they would just search for “vols moins chers.”  Similarly, while “vols à bas prix” (“flights at low price”) is the grammatically correct expression, a far more common search term would be just “vols bas prix” (“flights low price”).

Finally, the third category is terms for which there are no relevant equivalent in the target language.  For example, “flight deals” is a high-ranking search term among budget airline customers in English, but the word “deal” in the sense of “arrangement” does not translate naturally into French.  While an equivalent could be found, it is not something that French people would say, and therefore not something they would search for.

However, conversely, there may well exist some terms that do not appear in the list of most popular searches in English, but would be very relevant in the target language – what Donald Rumsfeld would call “unknown unknowns.”  An example of such a term from the airline project would be “vols secs.” Literally this translates as “dry flights,” but it has nothing to do with alcohol-free travel (as if a budget airline would pass up the chance to sell you four-euro tins of lager!), it means flights that are sold on their own without accommodation, car hire, travel insurance etc.  You could never find these terms through a pure translation process, but that does not mean they are any less useful for generating traffic.  Indeed, they may be more useful than many translated terms.

And of course, identifying the most profitable search terms is not an end in itself. These terms are merely the raw materials, and a skilled copywriter is needed to assemble them into a convincing message in the foreign language.  SEO copywriting is hard work in any language — but if you can find the right way to tackle it, then it’s much more likely that potential customers will find you.

Former ad man Guy Gilpin is co-founder and manging director of Mother Tongue Writers.