How to Write SEO Copy That Ranks and Converts
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How to Write SEO Copy That Ranks and Converts

Copywriting search engine optimization refers to writing content that will rank well in search engines and have readers click on your links rather than the ones from your competitors. If you’re new to this concept, don’t worry — it’s easier than you think! This article will show you how to create effective SEO copy so that you can start ranking higher and converting more visitors into buyers or leads.

First impressions are everything

We all know that first impressions are everything. Think about it: if someone walks into the room and sees a messy, disorderly desk, their impression of the person who sits behind it is usually unfavourable. When an online user lands on your website for the first time, the first thing they see is your content. If you want to make a good impression, start with great writing. Writing can be tough. It takes practice and lots of patience with yourself!

Know who you are writing for

You need to know who you are writing for. Make sure you keep in mind your audience’s level of understanding. This will help shape how you communicate with them, allowing you to form a better connection. If they are experts in your industry, don’t use jargon or fluffy copy just because they might be able to understand it. You’ll want to be clear and direct so that they can make a decision quickly and confidently – based on facts.

Know your goal

Knowing your goal before you start writing is important for focusing your efforts. What do you want your reader to do? Why are they coming to your website? Do you want readers to sign up for a newsletter, buy a product, subscribe to an RSS feed, or take other action? Understanding this before you start will help when it comes time to tackle copywriting challenges. Knowing what your desired outcome is will guide how you write the content.

Include keywords where appropriate

The best copy is succinct and doesn’t sacrifice the core message to rank better on Google. However, there are ways you can optimize your content so that it reads more naturally while still triggering search engine marketing signals. You’ll want to avoid overusing keywords because this looks like spammy and untrustworthy behaviour. Be reasonable with them! Instead of stuffing a page with ten keyword variations, use two or three strategically placed words that match your intent. SEO in Queenstown experts should know that these high-volume words will give your site a higher ranking if used appropriately. And always put the most important keyword first, as SEOs say: write for humans first.

Have the right tone, but don’t use keyword stuffing

You must have the right style when writing a headline or ad. Don’t use keyword stuffing, but be specific in your wording. Using keywords too much is bad for ranking because it’s manipulative. You want to give readers what they want, not what you want them to find. 

Focusing on keywords will only result in low-quality content that isn’t genuinely valuable for your visitors. You should also be sure not to copy other people’s work without giving credit. Writing original content with great information will always rank higher than something filled with copied text and unoriginal ideas.

Avoid keyword cannibalization

Research suggests keyword cannibalization can hinder your rankings because you compete with yourself. As a result, Google may rank pages lower than it would if there was no overlap between the pages in question. In general, that’s not the case for duplicate content across different domains (which is why keyword cannibalization on other domains is sometimes better than doing it on one domain). Still, given how competitive keywords are these days, you want to err on the side of caution and avoid placing too many keywords on a single page.

Keep it short but not too short

SEO copywriting is the art of crafting the perfect words that meet all search engine ranking criteria. In other words, it’s writing optimized for the web. It might sound easy enough, but there are many intricacies you need to keep in mind while writing copy that gets traffic. For example, the post should be less than 500 words and include a 2-3% keyword density. The text should also be broken up with headings so readers can scan it easily. And don’t forget links – even though they’re invisible on most websites, links should always be included because they’re key to boosting rank with Google.

Always test your content!

Don’t take my word for it. There’s only one way to find out if your content is optimized enough: test it. Be sure you have a ‘control’ version of the post (or webpage) that you’re testing your new copy against; this will help you accurately measure any successes or failures. What makes the best control page? It should be similar in length, contain identical keywords, and have no changes other than what you make on your test content. Finally, don’t forget to track all results! You’ll want to know how many visitors are coming from search engines, which keywords they’re using, which pages they’re viewing, etc. You can use Google Analytics and site-specific stats like those provided by WordPress.

Main photo: Andrew Neel/

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