SEO copywriting techniques
The good news is, copywriting best practices can create compelling, engaging content that also contains repeated keywords and phrases. You never want to sacrifice readability in the pursuit of rankings, but given that links are more important than on-page keyword repetition, you should never have to.
Here are a few tips for keyword integration in your copy:
1. TitlesThe most important place your keywords should appear is in the title tag of the page. The nice thing about blogging software is that yourpost or page title will be automatically transformed into both title tags and either an H1 or H2 heading tag as well. Remember, your headline should wrap your keywords in a pithy promise that perfectly communicates what the content has to offer.
2. OpeningI’ve always found it useful to repeat the targeted keywords in the opening sentence, as long as it can be done in a way that is appealing to a reader and reinforces relevancy. Since many search engines usethis initial copy as the description of the content, you want to makesure you are accurately selling the searcher on clicking through as well.
3. SubheadingsAnother important place that keywords can appear is in subheads that aid the reader in navigating down the page. A resource that matches up well with the targeted keyword phrase will find natural opportunities to restate keywords in subheads, as an introduction to the next topicalsection of the page. Subheads are typically created using the H3 tag.
4. Related Words and SynonymsGood copy should naturally result in words that are related to, aswell as synonyms for, the keyword phrases you are after. Rather than mindlessly repeating the same words ad nauseam, assume that search copywriting algorithms are advanced enough to look for proper contextually-related words that support your targeted keywords.
5. SpecificityOne of the hallmarks of great copy is specific, descriptive words inlieu of bland general terminology. Specificity aids the reader byclearly demonstrating relevancy, allows for more dynamic copy, and provides opportunities to increase the general on-page keyword frequency. Make sure to employ your specific keywords when feasiblewithin the context of the copy, rather than rely on generic wording.
6. Call to ActionLet us not forget that we want the reader to take some form ofaction that benefits us. Otherwise, what’s the point? Once again, yourcopy should conclude with a call to action that prompts the reader to travel down the path you desire. Is it to purchase, contact, subscribeor simply continue reading? Your primary keywords should naturally fitin with the next step you want the reader to take.
ConclusionThe key to good on-page SEO copywriting is crafting content thatseamlessly integrates keywords in a way that doesn’t offend the reader. In fact, good keyword-rich copy should never even consciously alert the reader that keyword repetition is being employed for any reason otherthan his or her own benefit.
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