Website SEO Copywriting Essentials: Keywords

You probably already know how important it is to consider SEO when creating a website and content for that website. But this is really just the start.

The real wins come from optimising for the right terminology. Sure, there are a tonne of keywords we could help you rank number 1 on Google for, but our job starts with helping our clients to identify the search terms that will make them money.

But how do you find out what these keywords are? And what do you do with them once you have? Read on to find out more.

How to choose the right keywords

Here are a few great free resources from Google that can help identify what people are searching for.

Google Adwords

Google Adwords is Google’s paid advertising service. Luckily, without having to actually sign up for the Adwords part, you can use their keyword finder for free, which should give you a good idea how many average monthly searches a phrase gets, and how much competition there is out there from other companies trying to rank for the same terms.

Google Trends

Google Trends displays similar information to Google Adwords, but also allows you to compare multiple keywords, as well as seeing the trends over time, and filter this information by geography. It’s a useful higher level tool to get an overview on who’s looking for what.

Google Analytics

Once you’ve worked out what keywords you’re going to target, and optimised your site accordingly, you’ll need to evaluate how well they’re doing. Google Analytics, among many other things, tells you how many people are viewing individual pages on your website, and where they’re accessing it from. Most people won’t be able to see the organic keywords that people used to find the site in the first place anymore, but we’ve still got some tricks up our sleeve that will help identify the best performing keywords.

How to use keywords in your website SEO copywriting

Once you’ve decided what keywords you’re going to target, you need to work out where you’re going to put them. There’s no precise formula for this, but here are three simple rules worth paying attention to:

  1. Results suggest that Google lends more weight to content that ensures keywords appear in titles, meta descriptions, sub-headings and the first paragraph of a page of copy. It’s a good idea to include the same keyword in each of these locations, as well as in the main body of the text.
  2. The keyword or phrase should appear as unchanged as possible. Try and avoid changing the nouns from singular to plural or vice versa, and the tense of verbs in order to fit into the surrounding sentence.
  3. Try and include two or three keywords in each blog or page of copy. You don’t want to ruin your copy by overrunning it with gratuitous keywords, but if you can get away with targeting more than one, it’s worth doing so.

Professional article content writing

This is really only the start, so if you’re already wondering if you’ve got the time to get your head around it all, you might wish to join the dozens of companies who are now turning to professional copywriting agencies like InsideCopy to get the job done quickly, professionally and effectively.

Our blog writing services are a great place to start if you want to up the SEO performance of your website, get in touch with a member of our team today to discuss your requirements and find out more about our services.


Matt Rooke About the author
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