SEO Copywriting Tips

8 Ways to Make Your SEO Copy More Reader Friendly

So you’ve optimized your website— the requisite six months of traffic buildup have passed—and still your sales are slow. What went wrong?


Ask yourself this: Is the content on your website up to snuff with potential customers?

Striking a delicate balance between copywriting for search engines and customer readability poses a challenge not found in other marketing media. You need accurate keywords and phrases that will get noticed by search engines. At the same time, the copywriting itself must be informative, persuasive, and written expressly for your human audience. If you put them to sleep with SE-designated copy that is redundant and out of context, your traffic won’t convert into sales.

Depending on which report you read, between 80- 95% of Internet users rely on the Web to research products and services before making a purchase. Just over 51% of Internet users shop online*. This includes consumers, as well as industry buyers and other business-to-business negotiators.

According to an Online Customer Survey produced by Allurent Inc, 68% respondents said they were more likely to do business on websites where they had “…[t]he ability to "feel" merchandise through better imagery, more product descriptions and details.”

 

Here are 8 Must-Dos for striking a balance between search engine optimization and website copy for human consumption.

  1. Homepage should immediately rouse visitors’ interest in doing business with you.
  2. Each of your web pages needs its own selection of appropriate keywords. Those keywords need to read fluidly in the text.
  3. A good rule of thumb is 250-400 words per page—more if your product or service requires lots of detailed information.
  4. Make sure the keywords used on your web pages match the keywords in your HTML meta tags.
  5. Create different pages for each of your products and services so you can assign exclusive and logical key terms to that page.
  6. Use industry-related key phrases rather than single words in order to be specific as possible. E.g., 1950s vintage women’s dresses instead of women’s apparel.
  7. Break up the page with catchy, relevant headlines that include SEO key phrases.
  8. Add new content a few times a month. This encourages visitors to return and also keeps you in the spider view of search engines.

*Statistic provided by USC-Annenberg Digital Future Project

 

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