With Google's algorithm and ranking rules constantly changing, it can be quite difficult for SEO specialists to create a strategy that meets these requirements. However, with the fundamental rules of SEO copywriting generating no change throughout these updates, there is no need to worry about adjusting your entire strategy.
In order to stay on top of Google's algorithm, we have compiled a few SEO copywriting tips to improve your ranking:
Understanding Keyword Intent
Keyword intent is the study of why people search for a certain keyword or phrase. These fall into three broad types, informational, navigational and commercial.
- Informational- This is where the user wants to learn more about something such as a topic, product, event or industry.
- Navigational- This is where the user wants to visit a specific website or page.
- Commercial- This is where the user wants to buy a product or service.
In order to rank highly on Google and other search engines, it is important to focus on closely matching the keyword intent. When creating content for blogs, landing pages or products, the first thing you must consider is keyword intent. What are your audience looking for? How can you answer their queries?
Creating Relevant Content
Google focuses on placing the most relevant content at the top of organic results. Because of this, it is important to create content that is easy to read, impactful and to the point. Combining keyword intent with relevant content will help your web page perform highly on SERPs. In order to do this, you should always include your main keywords early on in the copy.
Keyword stuffing is when you excessively target a keyword in a hope to improve the organic ranking performance of your website. This repetition can be seen as spammy and is not recommended by Google. Keyword stuffing can also impact the user experience as the obvious use of this method will highlight that you are attempting to rank higher instead of just simply providing insights and helping the user.
Tone of Voice
Through keyword and competitor research, you will be able to identify the audience's language and create a tone of voice within your content that directly targets this. There are a variety of marketing tools that can generate insights to help with this however, the easiest method would simply be to look at the 'related searches' section that can be found at the bottom of Google's SERPs. This will help you to see similar queries that users are making which you could use for blog posts, landing pages or product descriptions.
Featured snippets are sections of a results page that provide users with a small paragraph of text to help answer their query without them needing to click onto a website. This feature has led to less than half of users clicking onto a website. Because of this, it is important to create content that helps you achieve a featured snippet position on Google. This will provide your company with more exposure and will add credibility to your content.
Optimising your meta and header tags is another element within Google's algorithm that can help greatly when it comes to the ranking of your website. The header (title) and description of your web pages will show on SERPs so it is important to create a summary of the website content within the tags to help entice users to click.
You should also keep within the limit of 60 characters for headers and 160 characters for description tags.