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 strong copy for SEO, your content should exactly match what you’re meaning to say. For example, if the intent of a piece of content you’re creating is to teach users about a certain 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 intents and goals. A good rule to follow when checking to see if your content matches your intent is to 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 fairly easy to read. A good 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 important, don’t sacrifice the intent of your content to improve your score. It is far more important 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 important 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 paragraphs 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 engaging content that is easily read, and that matches your intent, it’s time to add some good internal links to your content. These links shouldn’t be chosen 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 definitely 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 strong copywriting and SEO. With external links, all you have to do is link to high-authority websites 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 copy is 1 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 a good call to action. When writing copy, be sure your call to action is in the beginning of your page and that it is clear to your readers.
Are Your Target Keywords Well-Placed in Your Copy?
Keywords are an important piece of good copy for search engine performance. Before you hit the “Publish” button, be sure that the keywords you have chosen for your content are well incorporated in your copy. A good rule to follow when spacing out your keywords is that each important keyword should be put both 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 that is optimized for search engines. 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 like Google and Bing. 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.