SEO Copywriting
- DO try to use textual content on your site’s pages as appropriate. Google is still a machine, not a mind reader.
- DON’T write filler content to hit a word count because “Google likes long content”. Say what you need to get the job done, then shut up and get out of your own way.
- DON’T create any piece of content for the sake of targeting a keyword. Create content for the sake of targeting a person. There’s a huge difference.
- DON’T write a single line of copy that isn’t actually useful to the people visiting your site – buried footer text and tabbed-boxes included.
- DO map keywords to pages and use them where natural – but treat them like themes to iterate upon instead of phrases to plug in.
- DO strive for a balance between clever and clear. It’s great to get imaginative with your words, but remember that people still want things explained in plain English.
- DO make use of synonyms and variations instead of harping on the same tired phrase in attempts to reach an ideal keyword density.
- DO write as though someone’s purchase decision depends on you sounding like a human being and not a malfunctioning Speak and Spell – because it does.
- DON’T deny headers their true power for the sake of SEO. Use whatever header is best at drawing attention, defining the content that follows and helping readers skim.
- DO place a monetary value on creativity in your branding and messaging. There are more ways to win online (and in business) than SEO.
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