How Do I Optimize Website Copy for SEO?

First and foremost, your copy must satisfy the searcher’s information intent – the goal of the person visiting your website.

How do you do that?

  • Your copy must be structured so visitors can quickly scan and get a sense of whether it is relevant, credible and useful.
    • Use a headline and sub-headings to organize the copy on the page to make for easy readability, as website pages are often scanned
    • Use lists where practical
    • Whitespace is your friend for readability
    • Use short paragraphs
    • Enhance understanding with visuals
    • If applicable, employ an introduction at the beginning and a summary at the end
  • Relevance is determined by the use of keywords.
    • Keywords are the words and phrases people type into search engines
    • Use the words and phrases that your intended audience also uses and was looking for when they landed on the website
    • Keywords (keyword phrases) should be in your opening paragraph, headings, and wherever it makes sense throughout
  • Highlight the author’s bio to help generate trust and demonstrate subject matter expertise.
  • Use Blogging to add copy frequently, to keep the search engine coming back for more.
  • Think beyond copy for content strategy.
    • Add video, Infographics, etc. to create a richer experience that keeps visitors on the page.
  • Lastly, your content should end with a Call-To-Action to either build trust or generate a lead.
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