After you’ve determined your keyword strategy and researched your target keywords and related keywords and phrases, it’s time to put your keywords into action. One of the most important and effective ways to do that is actually the simplest: using the text on your website, or page copy. Copy ranges from headers and sub-headers to body text, descriptions, and SEO copywriting.
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Types of Copywriting
Headers
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Use lots of synonyms and related keywords so your page doesn’t get flagged for keyword stuffing. This occurs when a word or phrase appear numerous times throughout your text, and search algorithms think you’re trying to game the system. This is where keyword research and a good thesaurus come in handy. Instead of typing “man-made diamonds” over and over, use similar phrases, such as created diamonds “created diamonds” or lab“lab-grown gemstones gemstones” to sprinkle through your text.
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Another SEO copywriting no-no is duplicate text. If you have the same text on multiple pages, or you copy-paste from someone else’s website, your page will get flagged by the algorithm and decrease in rank. |
To add SEO copy to your product pages, go to Sitemanager > Settings > Meta Information and use the page “Intro Text” and “Outro Text” for each URL. Limit your intro text (which goes above the products) to 1-2 sentences. The outro text should be a paragraph or two, 100-200 words, and is where SEO copy should go.
For more information, see Meta Information.
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Copywriting in Practice
Let’s go expand on our previous example from keywords:
The Golden Karat has a list of keywords and related topics to “gold rings” and they’re ready to incorporate them into their website. They start by writing an SEO product paragraph for their “gold ring” category. This 100-word paragraph includes phrases such as “high-quality solid gold rings,” “gold wedding bands,” “custom ring engraving,” and “pure metals.” They also spend a few sentences highlighting the benefits of gold, as it is a non-corrosive and non-reactive metal, explaining that it’s perfect for daily wear.
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When adding SEO-friendly elements to your site, it’s easy to get overwhelmed. Start small, with one or two paragraphs of copy per day, and update your site incrementally. Or you can elect to hire a copywriter or a proofreader. SEO copywriters are easy to find, and they may even help you with keyword research.
Copywriting Checklist
Copywriting is one of the biggest and most important aspects of your website when it comes to SEO. Without words on pages, there is little for search engines to look through.
Understanding Copywriting
After reading this section, you should understand the following:
How can you use headers to improve your SEO?
Where can you specify header text in PageBuilder? Where can you customize headers on your site?
What are some of the specifics of SEO copywriting (vs regular page copy)?
What should you definitely avoid when writing SEO copy?
Copywriting Action Items
To improve your SEO using page copy, follow one or more of these steps:
Add SEO paragraphs to the bottom of each product page
Check that each of your H1s contains one of your target keywords
Add target keywords and related keywords to your page copy; aim for paragraphs of 100-150 words each
Use these copywriting and header best practices on your blog