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Copywriting & SEO TIPS

Tips for Successful Writing in Natural Language

Here are some tips on how to write good quality copy for your website.

Use synonyms and vary your keywords and phrases. For example, if the main keyword you want to target is "holidays" use words around the subject as well, such as "break", "vacation", "holiday", "city break," "cheap holidays," "last minute holidays," etc.

Read aloud what you have written, or get someone else to read it out loud to you. This helps you find any weak spots or areas where the copy doesn't sound natural. For example, if you wouldn't say, "we do not offer any old cheap holiday, because it is not what our clients are looking for," don't write this in your copy either. A more natural way of writing might be, "we don't offer just any old cheap holiday, because it's not what our clients are looking for."

Break up keyphrases. When searching for a product or service, many people use keyphrases that simply won't fit into your copy. Or if you do put them in they'll sound glaringly unnatural. For example, a popular search phrases might be "break weekend Paris" but to try and weave that into a sentence is going to be really difficult, if not impossible. Instead, you could break up the search phrase and use it creatively, for instance, "if you're looking for a short break, a weekend in Paris might be just the ticket."

The more naturally you write the better because if the content is going to be useful and interesting for your readers that will help your website in many ways, not only in bringing in more traffic but in gaining favourable backlinks as people will be more likely to link to an informative, interesting site than one that's hard to read and peppered with unnatural-sounding keywords and phrases.

So Why Have Keywords?

You want terms that are popular and relevant on your site as this will help bring your site more relevant traffic. It's important to only get relevant traffic as it doesn't do any good just achieving high traffic numbers without the sales. Ideally, you want to attract people who are already looking for your product or service, so you can deliver to them exactly what they're looking for. This is just what Google wants anyway. How annoying is it to type in a search term and be given a list of results that bear very little relation to what you're searching for? This doesn't help anyone, neither you, nor Google.

The optimal terms in a site should be phrases that a potential customer would use when searching for a website with your content. In order to make the best possible use of keywords, your site should be optimised with terms and phrases that are descriptive, related to your content, and which are popular (those that receive a significant amount of searches).Best of all is to find terms and phrases where there is little competition, so you quickly achieve a high ranking.

Tips for Successful Optimisation

After having created interesting, relevant, and informative copy for your website, you need to consider other factors to help your brand stand out and make an impact in the search engine results pages (SERPS).

Links

A few good quality, relevant links are worth so much more than hundreds of irrelevant links. And to have them flowing one-way is best of all. Gone are the days of pages full of links, such as link farms or pointless and uninformative "directories." You should look to grow your links slowly and be selective about which ones you want.

Anchor Text

Your link anchor text should vary but remain consistent with your site content. It's good to use a few synonyms when linking to and from other websites and pages within your own site. Vary your anchor links around your top five to ten keywords.

Click Through Rates (CTRs)

This includes click throughs both to- and from your site. Ideally your site should be highly "sticky," so people stay on it for as long as possible, reading your text, interacting, contributing, or buying your product or service. The CTR to your site may now be monitored through cache, temporary files, bookmarks and favourites, via the Google toolbar or desktop tools. Some people suspect that websites are rewarded for a good CTR with a raise in ranking. This is not proven but it doesn't do any harm to count this factor in the equation.