When it comes to SEO (Search Engine Optimization), your site copy (content) is king. But, just like with every other aspect of SEO, there is a correct and incorrect way to handle optimizing your copy for search engine performance. In fact, copy is so crucial to SEO, that the SEO professionals here at Goldstein Brossard have compiled a checklist to follow each time you want to publish a new piece of copy or content. Let’s get into that list in depth.
Does Your Copy Match the Intent of Your Content?
Another way to say this is, “Does your copy accurately convey whatever it is you’re trying to say?” When it comes to writing persuasive copy for SEO, your content should exactly match what you mean to say. For example, if the intent of a piece of content you’re creating is to teach users about a particular service, then your page copy should match that intent exactly. This may seem fairly obvious, but you’d be surprised how often our experts begin analyzing a page that doesn’t match its own intentions and goals. When checking to see if your content matches your intent, scan your copy, and see if your topic immediately stands out to you. If it doesn’t, then you have some rewriting to do.
Is Your Copy Easily Read?
Your copy can match your intent and goals, but it will still fall short in search engine performance if it is not reasonably easy to read. An excellent way to determine whether or not your page copy is easy to read is to run your copy through the Yoast SEO Flesch Reading Ease analysis tool (found HERE). If your content makes it through the Flesch Reading Ease test, then you’re all set! However, while the Flesch Reading Ease score is essential, don’t sacrifice the intent of your content to improve your score. It is far more critical to have copy that matches your intent, fully informs the reader, and that answers user questions than it is to have a good reading ease score.
Are Your Paragraphs Too Long?
Another vital thing to ask yourself when writing good copy for search optimization is: “are my paragraphs too lengthy?” With regards to paragraph length, most readers don’t like to read through paragraphs with more than 5 or 6 sentences. If you have sections that seem a little too long, then consider breaking them apart into smaller, easier-to-read pieces.
Did You Add Logical Internal Links?
Links are the currency of the internet. Once you’ve written easy to read, engaging content that matches your intent, it’s time to add some useful internal links. Don’t choose these links at random. The links you add to your copy should point towards related content within your website and should be thoughtfully chosen. Generally, the more internal links that point towards relevant content on your website, the better your ranking will be. There are upper limits to this, but typically, 3- 4 internal links per post or page is a good rule to follow.
Did You Add Logical External Links?
Just like with internal links, external links (links that go to websites other than your own) are crucial to persuasive copywriting and SEO. With external links, all you have to do is link to high-authority sites with content that relates to the topic of your copy. A good rule for the number of external links to include in a piece of text is one external link for every 1000 words or so. More won’t hurt you, but you should have at least one link per 1000 words.
Do You Have a Clear Call to Action?
One of the last things to check is if your copy is a clear and well-structured call to action. A call to action is a way to give your users an action to perform after reading your content. For example, if you run a law firm, asking your readers to call your company with their legal problems would be an excellent call to action. When writing copy, be sure your call to action is at the beginning of your page and that it is clear to your readers.
Are Your Target Keywords Where They Should Be?
Keywords are an essential piece of good copy for search engine performance. Before you hit the “Publish” button, be sure that your keywords are well incorporated in your copy. A good rule to follow when spacing out your keywords is that each keyword should be in a header tag and somewhere within the paragraph text of a related header.
Too Much to Handle? Contact Goldstein Brossard Instead
If this seems like a bit overwhelming for you to handle on your own, then don’t worry! The professional copywriters here at Goldstein Brossard are always here to help you write engaging content. Our copywriters are skilled authors who have the knowledge and technical skills required to make sure your content both matches your intent and does well on search engines. So, don’t wait! Fill out the form below, and we’ll get in touch with you as soon as possible!
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Awesome team of professionals. I highly recommend Tony and his team for Content, SEO and Website related expertise.