One of the main strategies during the on-site optimization stage of search engine optimization is SEO writing; creating new and engaging content for our clients’ websites.

In some cases websites will have very little text. In other cases websites will have duplicate content taken from other websites such as their manufacturers’ sites or their franchisers’ sites.

In the first case, with little to no content, the website is not only missing out on providing customers with the information they are searching for, they are also missing out on helping the Search Engines understand what their website, their brand and their organization is all about.

In the second case, while duplicate content may provide value to the visitor, the Search Engines regard it as a second (or third or fourth or hundredth) copy of text owned by another author on the Internet and will only give the original source credit in the Search Engine Results Pages (SERPs). If you have duplicate content on your website then you probably won’t be found in the SERPs!

So whether you are in the first or second category, it is time to sharpen your pencils and follow these four tips for great SEO content writing.

1. Keep a Focused Theme and Stay on Topic

Before starting to write, select one main theme for the entire page. Every statement on the web page should closely relate to the main theme of that page.

Once the theme is decided choose one or two target search keywords you want the page to gain visibility for. These should be the keywords with moderately high search levels and moderately low levels of competition. You can support the two main keywords with related keywords but stay focused on your theme.

For example, one of our writers recently wrote a page for olive oil hair products. The theme of the page focused on how olive oil can be used to treat dry hair and the two targeted keyword phrases were olive oil shampoo and extra virgin olive oil hair products. Everything about the page was related to hair;  it did not mention olive oil moisturizers which the client also sells and is a completely separate theme. Instead, we created another separate page to support that theme and those types of keywords.

2. Write for Your Audience

During the SEO writing process keep your primary target audience in mind at all times.

Yes, you are writing in a way that favors the Search Engines; after all you have picked out your target keywords and other supporting keyword phrases and are attempting to rank for these.

However, this is NOT who your main audience is! Your main audience is your visitor traffic: potential customers and returning customers searching for information on your website. This means that your content needs to make sense and be written in context to the central theme – you can’t just insert keywords systematically (keyword stuffing) through the text. Only use keywords where they make sense and help support your primary page theme.

Ensure that the web page has a logical flow. The flow of the web page should guide the reader down to the desired action or solution (keep reading further). Studies on how people read Internet web pages suggest that they first scan the page in an “F” pattern, looking for headings, lists, bolding, links and “key” words that stand out. Ultimately they want to know if the page contains the information they are searching for before they spend time reading the entire page.

3. Emphasize With Your Audience

When you speak to your audience you also need to emphasize with the problems they may be facing. Ask yourself “Why are they researching this topic?”

In the case of the olive oil hair products the person may be suffering from a dry itchy scalp. Try to pinpoint the needs they have and the pain they suffer. Try explaining how your products or services benefits meet their needs and overcome their pains.

Instead of speaking about the product or a service in reference to its features focus on how the benefits can help address their problems.

4. Offer a solution

Finally, know from the beginning stages how your content will inspire your reader to take the next action whether it is a move to the next page, purchasing a product, looking up a recipe, emailing a salesperson or making a phone call.

It is worth noting that the solution should be very obvious by the time the reader finishes the page of content. Use explicit phrasing that tells the reader what to do next. The goal is to lead the reader to take the next step of action without consciously thinking about it.

Summary to Better SEO Content Writing

If you find yourself having to write new pages for your website, remember:

  1. Stay focused
  2. Speak to your audience
  3. Emphasize with their needs (list the benefits)
  4. Give an obvious solution

Do you need help with your SEO Content Writing?

Have one of our in house writers create new pages from scratch or write your own content pages and have our in house optimizers edit and optimize the text for you.

Our experienced SEO content writers can help you develop web copy that is effective for both your visitors and the Search Engines. Please visit our Search Engine Optimization page or contact 1st on the List Promotion:

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