If you want to increase your website SEO, remember, copy matters. You can pay for search ads all day long, but that can get costly – and it still doesn’t pack the punch that organic search results do. Organic results are 8.5 times more likely to get the click. Getting that organic search result comes from a marathon approach to maintaining your website and its content. You have to write right, from beginning to end, and keep that fresh content coming.
To help you do that, I’ve pulled together 6 tips to help you improve your website’s organic SEO by strengthening your copy.
1. Google Adwords Keyword Planner is Your Best Friend
Too many businesses think of their website as an online brochure – something you direct people to once you’ve met them, so they can browse your offerings. If you do that, you’re missing the point. Maybe you show up first when people search the name of your business combined with your city – if so, good on you. But how many people know the name of your business? The truth is, you probably haven’t met your best customer yet, and if you don’t create a way for them to find you – you never will. Creating strong organic website SEO is the key to meeting those customers.
It’s time to change your website from a brochure to a beacon. To do that, start with a keyword planning tool.
Keyword planning tools help you identify the words and phrases people are searching on the internet to find YOU, your business and your services. Are you a credit union with an amazing suite of interest bearing savings accounts and free checking accounts? Do you know the phrases people in your target location are searching to find those products? And are you powering your product pages with those keyword phrases? If not, stop what you’re doing right now. Go to the Google Adwords Keyword Planner (or the free Keyword Tool) and find out what people are searching. Write it down, and come back for the rest of the tips. I’ll wait here.
Got those keywords now? Ok. Let’s recap. If you’re a university with an amazing online MBA program that nobody knows about – you need to take the words and phrases your prospective students are actually searching online, and integrate them into the copy on the pages that talk about your amazing online MBA program. That’s how you start. We’ll get into just how to incorporate your freshly planned keywords and phrases in the next few tips.
2. Write Search Engine Optimized Headlines and Subheads
When it comes to the headline of your page, you’ll want to keep the keyword phrase strong and early. It takes a touch of copywriting alchemy to write headlines well, because on top of including your strongest keyword phrase, you’ll also need to keep it concise. Under 65 characters is best. Remember, if you do your job well, this page is going to show up in search results. You want that headline to stand complete in the search results (and not be cut off mid-thought); you’ll also want it clearly correlate with the search; and get the click.
So let’s go back to our earlier examples. If you’re a credit union, and you know people are searching the “best free checking account Tampa,” your free checking account product page should probably be something like “Sign Up for the Best Free Checking Account in Tampa,” make sense? Your subheads should support that headline – still be talking about free checking account and its benefits. So, no veering off on rabbit trail topics.
Another point to keep in mind when writing your copy – search engines like Google crawl a website the way most people would read it. They look at the headline – is this about the topic I think it’s about? Yes, I’ll keep going. Then, they scan the subheads – does this offer me information I need or want on this topic? Yes, even better. THEN, they look at the actual words you’ve written. Do these words continue with that idea? Does it explain it well? Yes, great. Bonus points!
So it’s always in your best interest to keep your consumer in mind first – with your keywords in mind, second. But we’ll touch on that more in tip 6. Until then…
3. Keep Your Word Count Funky and Fresh
You’ve come all this way – why would you go cheap now? Your content needs to be a lot more than just a few bullet points. Sure, you might get a nice initial scan by the search engines or the readers because of your excellent headlines and subheads, but if you don’t back that up with real, relevant content, you’re going to lose them all. A good rule of thumb for a minimum on word count is 400 – but I’d encourage you to write much more. First of all, pages and articles with more useful information are more likely to be read and shared. Second, search engines are smart – and you will be downgraded in your SEO score if you aren’t following through with rich informative content on your pages. This is one of the few times in life where less is not more, so enjoy the excess – and don’t leave out any details.
And since we’re close enough to talk about length now, I’m going to take the opportunity to suggest you incorporate a blog or news page on your website. Your blog or news page would be the perfect tool to create a perpetual stream of SEO supercharged content – blog posts or news articles that talk about your products and services, happenings with your company, and all those things that your best customers want to know. Re-writing your website for strong SEO is great, but having fresh content with strong SEO is even better.
4. Write Direct, Clear Sentences
I hope you don’t mind, but I’m going to get a little 7th grade English class on you. Write in active voice. It helps, promise. Look, your university’s amazing online MBA isn’t taken by the leaders of tomorrow. Your amazing online MBA creates the leaders of tomorrow. See the difference? The first is passive, the second active. Simple, direct, active-voiced sentences create clear relationships between subjects and verbs, so that search engines crawling your site (and let’s be honest, people too) can understand what you’re trying to say.
5. Create a Strong Call to Action
If you’ve done your job, your company’s products are showing up on that first search page, you’ve earned the click, and you’ve gotten the customer’s interest. They’re there, they’re in the buying mindset. You need a strong Call to Action (CTA). That CTA can be anything from “Call us today!” to “Buy Now” – but you need to close the deal. Either have the option for them to sign up for or purchase your product right then and there, or at least include a “Request Information” form. Whatever you do, make sure you incorporate a CTA; so you can make the connection when the time is right.
6. No Keyword Stuffing!
Keyword stuffing is when you write web pages or posts that are just chock full of common search terms related to the topic at hand in an effort to cheat the system and increase organic SEO. Don’t do it. Seriously, I’ll be so disappointed if you do. There may have been a time in the distant, distant past – a pre-Panda world – when keyword stuffing could create a payoff, but those days are long gone, my friend. These days, your keywords and phrases work on a bell curve of effectiveness. You definitely want your primary keyword or phrase in the headline, first paragraph, sprinkled naturally throughout your content, and again in the closing paragraph. Your rule of thumb here is 5 to 7 times for a specific keyword or phrase. Any more, and the efficacy drops off. Pass 10, and it can actually start working against you.
So go forth and be ethical, without fear of losing the click.
Write with your target consumer in mind, make it easier for them to connect to your products and services by using the right keywords and phrases, and give them all the information they could want. You’ll build your website SEO, and you’ll build relationships with the people who matter. Don’t we all love a win-win?
If you enjoyed this info and want some more, reach out. We’ll chat IRL.