Are you looking for ways to improve your SEO? Want to know how to write optimised website copy that will rank well and generate conversions?
SEMrush share their tips for success in this infographic.
Here are the first few from their list:
- Ensure you use a correct keyword strategy
- Write an optimised headline
- Hook your readers right away
- Cover the topic in-depth
- Stay focused
Check out the infographic for more detail.
Search engine optimisation (SEO) can be challenging to get right, especially when there are so many moving parts involved.
It’s possible to put together an amazing website that attracts lots of traffic, but still not drive enough leads or conversions to make you any money if you don’t optimise the website copy to rank better in search results.
The following are some SEO tips that can help you write optimised website copy that ranks higher in search results. If you aren’t already doing this, make sure to implement these 14 tips into your own website copy today!
Ensure you use a correct keyword strategy
Every successful SEO strategy begins with the keywords you target, so it’s worth investing time in choosing them wisely – ensure they’re relevant to your content and/or industry and research them closely.
If you don’t know where to start, do a quick Google search for things related to your website, or use tools like Google Trends or UberSuggest. This will help you determine which keyword variations are most commonly searched.
Once you’ve chosen your keywords, make sure to naturally sprinkle them throughout each piece of copy, don’t just stuff them into the meta tags.
Write an optimised headline
The headline of your content is one of, if not, your most important piece(s) of writing on a page. It can either be what attracts people to click and read further, or pushes them away and leaves them on another website where they’re more likely to make a purchase (or convert).
Keep it short and punchy (7 words or less), and speak directly to your reader; then use that same language in your actual copy.
Don’t just write how great you are! Instead, tell potential customers about all you have to offer. Why should they choose you? What are your benefits? Make sure to include specific numbers when possible.
Try to avoid vague terms like lots, many, etc., which won’t resonate with your readers or help your search engine rankings.
Hook your readers right away
Don’t leave your readers waiting. Attention spans are short online, so you have to draw them in as quickly as possible. Try using attention-grabbing copy or that piques their interest right off the bat.
You can also try out a controversial statement – but be prepared to back it up with facts. If there is a well-known fact about a topic, don’t stray from it – if not, do some research and be ready to back up any claims made by your writing.
The aim of hooking people into reading on is that they want to know more about what you’re talking about; make sure they feel like they aren’t wasting their time reading your content.
Cover the topic in-depth
It’s important to cover your topic in-depth in order to provide valuable content. Ensure that you don’t overload your post with unnecessary information; rather, focus on providing in-depth information.
Only write about topics that are interesting and relevant to your industry. The more thorough you are, the more potential it will have to rank well on search engines.
When we’re writing copy, especially if we’re writing long-form text (for eBooks or white papers, for example), it can be easy to get lost in side-topics and lose focus.
As a result, readers have a hard time understanding your central message, and they might even leave before finishing reading your piece.
Make sure to stay focused on your topic as you write by clearly outlining your goals and objectives before getting started.
Settle on a readability level
Not all readers are at a sixth-grade reading level, so make sure your copy is written at an appropriate grade level.
The Flesch-Kincaid Readability Test, which assesses how difficult a text is to read based on sentence length and word structure, will help you determine how readable your website content is.
You can score between 0 and 100—the lower your score, the easier it is to read. However, you don’t want to use simple words just for simplicity’s sake; instead strive for 60 percent proficiency or higher.
Avoid giant paragraphs and long sentences
Rather than droning on forever about one thing, break down each aspect of an issue into small paragraphs.
Use subheadings to break down key points within sections of your piece, or to redirect focus if needed. And keep headings consistent throughout your writing – between all paragraphs for consistency, or simply changing headings every once in a while for variety.
Use bullet points sparingly but effectively to draw attention to key points throughout your copy and guide readers through what you want them take away from your message so they can be confident making purchases without feeling unsure about something crucial.
Keep your tone of voice consistent
If you write one section in a formal tone and another in a casual tone, it will confuse your readers. To avoid inconsistencies, focus on keeping your tone consistent throughout.
This includes vocabulary choice—never use words that are too big or too technical if they won’t apply to everyone who reads your post.
This also means sticking to one tense when writing about something that happened in the past, even if you are discussing multiple events at once.
Add relevant links
Linking out to trusted resources is a great way to demonstrate credibility and share valuable information with your audience. Make sure these links are relevant and that you don’t use too many.
After finishing your draft, try searching on Google using some of those words or phrases, as well as any product/service keywords related to it.
Not all website visitors can read text as quickly as others, and a picture really is worth a thousand words. Be sure to include an image with your articles. Not only does it break up large chunks of text, but it may also improve your search engine rankings.
Make sure the visual content you use is high-quality (high-resolution images will ensure they don’t appear pixelated on high-res monitors).
There are plenty of free stock photo websites that offer good images that you can use royalty free, such as Shutterstock or iStockPhoto. You can also take photos yourself using a digital camera or mobile phone.
Focus on telling a story
Whether you’re writing an informational post, guide or how-to, look at your subject matter from a reader’s perspective.
What do they want to know? What questions do they have? What problem are you solving? Try using storytelling elements in your posts to answer these questions and connect with readers more deeply.
In addition to helping readers understand what you’re writing about, storytelling will also help boost your search engine optimisation efforts. Think of it as content that helps Google better understand what your content is about.
As simple as it may sound, Google has access to all kinds of data points on its users—and they’re really good at picking up on patterns.
By focusing on telling a story with relevant keywords throughout your post, you can ensure that your page is highly visible when relevant terms are searched online by people looking for specific information.
Write and design to convert leads
If your web page is pretty but doesn’t generate leads, it isn’t doing its job. Lead-generation copywriting requires a solid understanding of design fundamentals and persuasive writing techniques.
Write compellingly about what your product or service does in a way that compels visitors to convert into leads. The most straightforward way to understand if your copy is driving conversions?
Track visitor behaviour from beginning to end, then compare how many people clicked through from each part of your webpage. In other words: Test! Test! Test! Keep making small changes until you see results.
Finish on the right note
Studies show that people respond most favourably to messages that end on a strong note. This might mean offering a solution or describing a benefit.
In any case, be sure to finish by leaving readers with some memorable words—your goal is to make them want more of what you’re selling.
Put the reader first
To optimise your website copy, you need to put your reader first. Knowing who will be reading what you write is essential to writing optimised content.
If you know who’s reading it and what they’re looking for, then it makes your job much easier to generate valuable content that gets people to take action – whether that’s signing up to a mailing list or purchasing a product.