SEO copywriting: How to use keywords in your web copy - Suzanne Donovan Copywriter
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SEO copywriting: How to use keywords in your web copy

When you’re writing search-optimised copy for your website, every word counts. Keywords are as important as they ever were, but there’s a crucial difference.


In the old days, Google didn’t penalise keyword stuffing. But today, it does. Google rewards websites for many things, but keyword stuffing isn’t one of them. That’s because Google is driven to provide relevant search results; all keyword stuffing did was lead to low-quality content nobody wanted to read.


So if you’re reviewing your website content, here are some tips to help you write copy your customers and Google will love.


Find the right keywords


Remember you’re writing content to help people discover your website. So it makes sense that the keywords you use are the same ones customers would type into Google to find your site. Think about what they might be. Type them in, and take a look at the results page.


When you’ve decided on the keywords that are relevant to your business, you’ll want to use them in your URL, headlines, metadata, and body copy.


Use your keywords carefully


Keywords are important, but it’s the way you use them that counts. You need to write compelling sentences your target audience will want to read. So write for your target audience first, and then check you’ve used all your selected keywords.


Using semantics is important because when the Google algorithm ranks your website, it will reward relevance, looking to match similar language to that used by your competitors.


So take a look at your competitors’ keywords and decide if it makes sense to use any of their terms in the context of your messaging. Would these words also speak to your target audience? If it’s a “Yes,” – use them.


If you’re keen to dig deeper into your USP to uncover specific keywords, you have lots of options. You can talk to customers, read reviews, or use one of a whole range of SEO tools available online, such as Google’s Keyword Planner, which is a great start to help you identify related search terms.


Write for humans AND Google


It’s essential to use your keywords in easy to read copy so your words engage the reader. If you’ve done your research, and know your keywords, your copy should be simple to write. Remember to cut out business jargon, use second person to open up your copy, and don’t forget, you’re writing for a human. Conversational wins every time!


Remember it’s a work in progress


Don’t just forget about your keywords. Your business needs to remain relevant to your target audience – their needs may change so the language you use may need to change too.


SEO has many facets; SEO friendly copy is just one of them, so don’t forget your strategy doesn’t start and end with your content.


Getting a higher ranking for your website takes time, but sometimes you can get so wrapped up in the everyday running of your business, you lose perspective. If you feel like this may be you, please get in touch.