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How to write excellent search optimised web copy

SEO Series

In this section of the Mantis Digital SEO guides, we take you through the best ways to incorporate your keyword terms as you write for your website.

Writing for SEO series: A guide to writing copy that helps you website rank highly in search

Excellent optimised copy incorporates the keywords and search terms you are hoping to rank for while remaining relevant, engaging, unique and readable.

Why doesn’t ‘keyword stuffing’ work?

There is little value in jamming as many keywords as you can onto a web page. Sentence after sentence with the same word looks ridiculous and certainly makes for bad reading! Potential clients don’t respond well to poor quality writing, and neither does Google. 

It will be far more beneficial for your brand if you write high quality content that not only includes your keywords, but is useful and interesting to your audience, and of high enough calibre that others may continue to share it, resulting in increased relevance and quality in the eyes of search engines.

Optimised copy should still be appealing to the reader

While Google does value in-depth copy, you need to keep the reader in mind; don’t produce overwhelming amounts of text. Readers respond to compelling, well thought-out prose that gets to the point. To engage them further, include actionable headings and calls to action such as ‘discover’, ‘learn more’, ‘how to’, ‘best of’ and ‘must-knows’. 

Structure your narrative into logical sections and paragraphs that are easy for readers to digest. The subheadings for these sections will also make for useful heading tags when optimising your page further. Don’t forget to use correct grammar and spelling – falling short in these areas diminishes the quality of the reading experience and comes across as unprofessional.

Craft your tone to your audience, what they would be expecting from you and what they would respond to best. Consider the language you would use if you were to tell someone about your brand, and whether your audience would value humour or storytelling over purely facts and information based copy. Cater to the level of knowledge you would expect readers to have about how your product or service works when considering how much industry jargon versus layman’s terms to use.

Once you have your prose sorted and your keyword terms incorporated, you can optimise your copy further as you enter it into your website pages. Learn how to do this in our next post in the SEO writing series, where we cover the site page elements you should be using for effective SEO.