Search engine optimization has a reputation for tricks. In practice, optimizing copy means making it easy for a search engine to understand what a page is about, and easy for a reader to get what they came for. The two goals point in the same direction.
Start with the question
Every search is a question, even when it is typed as two words. Before writing, decide which question the page answers and make sure the answer appears early. A page that settles the reader's question is the kind of page search engines aim to show.
Use the words your readers use
Keywords are simply the terms people type. Place the main phrase where it matters most: the page title, the main heading and the opening paragraph. After that, write naturally. Related terms will appear on their own when the topic is covered properly.
Give the page a clear structure
- One main heading that states the topic.
- Subheadings that break the content into steps or questions.
- Short paragraphs and lists that are easy to scan.
- Links to related pages on your own site.
Write the parts people see in search results
The page title and the short description shown beneath it are often the first words a visitor reads. Each should describe the page accurately and give a reason to click.
What optimization cannot do
No wording can guarantee a ranking. Results depend on many things outside the copy, including the competition for a term and the technical health of the site. What well-structured copy does is remove the obstacles that are within your control.
If you need copy written this way, the Pro package of our Web Copy service covers enhanced copy with SEO optimization.
