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 wrong and right way to go about optimizing your copy for search engine performance. In fact, copy is so important to SEO, that the SEO experts here at Contractor Advertising have put together a checklist to run through every time you want to publish a new piece of copy or content. Let’s dive into that list in detail.
Does Your Copy Match the Intent of Your Content?
Another way to say this is: “Does your copy accurately portray whatever it is you’re trying to say?” Basically, when it comes to writing good copy for SEO, your content should precisely match your intent. For example, if the intent of a piece of content you’re creating is to inform users about a certain product, then your page copy should match that intent to the “T”. This may seem relatively obvious, but you’d be surprised how many times our experts start analyzing a page that doesn’t match its own intents and goals. A good rule of thumb to follow when checking to see if your content matches your intent is to quickly scan your copy and see if your topic instantly jumps out to you. If it doesn’t, then you have some work to do!
Is Your Copy Easy to Read?
Your copy could perfectly match your intent and goals, but ultimately it will still fall short in search engine performance if it is not relatively 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 passes the Flesch Reading Ease test, then you’re good to go! 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 queries 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 performance is: “are my paragraphs too long?” With regards to paragraph length, most readers don’t like to see paragraphs with more than 5 or 6 sentences. If you have paragraphs that seem a little too meaty, then consider breaking them apart into smaller, easier-to-digest chunks.
Did You Add Logical Internal Links?
Links are the currency of the internet. After you’ve written engaging content that is easy to read, and that matches your intent, it’s time to add some logical internal links to your copy. These links shouldn’t just be chosen at random, though. The links you add to your copy should point towards related content on your website. 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 generally, 3 to 4 internal links per post or page is a good rule of thumb 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 important to good copywriting and SEO. With external links, all you have to do is link to high-authority websites with content that relates to the subject of your copy. A good rule of thumb for the number of external links to include in any given piece of copy is 1 for every 1000 words or so. More won’t hurt you, but you should have at least that one link per 1000 words.
Do You Have a Clear Call to Action?
One of the final things to check your copy for is a clear and well-structured call to action. A call to action is a way to provide your users with an action to perform after reading your copy. For example, if you run a plumbing business, asking your readers to call your company with their plumbing problems would be a good call to action. When writing copy, make sure your call to action is near the beginning of your page and that it is crystal-clear to your readers.
Are Your Target Keywords Well-Placed in Your Copy?
Keywords and key phrases are important aspects of good copy for search engine performance. Before you hit that “Publish” button, make sure that the keywords you have selected for your piece of content are well-placed in your copy. A good rule to follow when distributing your keywords is that each important keyword should be placed both in a header tag and somewhere logically within paragraph text of a related header.
Too Much to Handle? Contact Contractor Advertising Instead
If this seems like a bit too much for you to handle on your own, then don’t fret! The expert copywriters here at Contractor Advertising are always standing by to help you write engaging copy that performs well in search engines. Our copywriters are excellent authors who have the knowledge and skills required to make sure your content both matches your intent and performs well on search engines like Google and Bing. So, don’t hesitate! Fill out the form below and we’ll get in touch with you ASAP!
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Awesome team of professionals. I highly recommend Tony and his team for Content, SEO and Website related expertise.