The Art of Good Copywriting

As we covered in an earlier article, the importance of SEO of the title of your web pages shouldn’t be underestimated – and nor should it be overlooked for the content of your web pages either. However, it’s also really important to maintain the quality of your copywriting as well as optimising the content for searches. No-one enjoys reading an article that doesn’t flow smoothly and has clearly been written for a robot. There is also suggestion that Google prefers natural content anyway, rather than content that has obviously been search engine optimised. One element of good copywriting is keyword density. It is a common mistake to think that cramming as many keywords into your content as possible will improve your favour with Google – not only is this not entirely true, as you can imagine it doesn’t make for a scintillating read either! Yes, it is still important to use relevant keywords in your copy but the best way to do this is to do it naturally. Generally, it is inevitable that when writing naturally about a topic you will use relevant keywords anyway so don’t overdo it.

An alternative to overusing one or two of the same keywords is to think about synonyms and related keywords. Again, don’t overdo it and natural writing will most likely incorporate them anyway but it is something to bear in mind. Search engines use something called Latent Semantic Indexing (LSI) to bring up search results matching the intentions of the person searching. By using synonyms, your copy might have a more natural flow and attract more readers whilst keeping its appeal to Google at the same time.

Another important aspect of good copywriting we haven’t mentioned thus far is your meta-description. This is what prospective readers of your web page will read immediately after your title. Again, as with the main body of copy, get your keywords in here but as naturally as possible. This meta-description combined with your title tags is among the first things Google uses to categorise your individual web page.

Finally, social media is your strongest tool to publicise you web page. Google+, Facebook, Twitter, LinkedIn and others like them all provide opportunities for shares, links and more traffic. More on social media management next time!