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SEO Copywriting Tips Post Penguin, Hummingbird and Panda

If you’re not certain why an industrial SEO firm would write about Penguins, Pandas and Hummingbirds, then you don’t need to read any further.  Just pick up the phone and call us at 877-799-9994 ext. 2104 or fill out our contact form, because you need our help – STAT!

Penguin, Panda and Hummingbird refer to major changes to the way Google ranks websites, which could have impacted your site’s search engine performance if you haven’t been keeping up with this.  You can read more about these here, but the upshot is that Google prefers sites that have good, strong content.

It might not seem logical, but a website that's well-written for human consumption with a little SEO help usually also is well-received by search engines like Google, Yahoo and Bing.

So, what does "well-written" mean? Here are some tips to good SEO copywriting for the search engines and your site visitors.

When done properly, your SEO copywriting efforts will yield long-term results in the way of better rankings on the search engines and increased opportunity to reach new potential customers.

SEO Copywriting Tips - How to Write Great Website Content

  • Keyword researchIt’s difficult to create SEO content if you don’t know what your customers and prospects are looking for.  SEO copywriting should leverage the keyword terms that you know are most popular among the audience you're trying to reach. SEO keyword research tip: There are online tools available that can help you determine the right keywords for your company.
  • One topic per page: If your company makes 5 different products, devote at least one page per topic.
  • Details, details: Good SEO copywriting covers each topic in enough detail that the site visitor can determine whether to contact you for more information. From an SEO standpoint, the more detail you provide on each topic, the more easily the search engines will be able to determine the relevance of your site to that keyword. SEO copywriting tip:Your content should demonstrate that your company is the expert in its industry.
  • Kill the sales brochure: Internet users don't appreciate going to your website to find little more than a sales brochure. Avoid flowery language; it usually signifies a page that's light on content and heavy on sales pitch, which the search engines won't rank well. SEO copywriting tip: Good SEO copywriting will focus on objective facts about your company's products and services, with a call-to-action for more information.
  • Create a content hierarchy: The more detail, the better, but be considerate of your site visitors' time. Good SEO copywriting separates content into multiple pages and creates a hierarchy for your pages with the most important information first, least important last. The most important pages you'll want on your navigation bar, with lesser pages linking off those. Make sure you include a site map, though, that lists all your website's pages.
  • Keyword density: In order for search engines to be able to rank your pages for a particular keyword, that keyword has to be used on your page. At the same time, the more often you use it, the more relevant the page will seem. SEO copywriting tip: Don't go overboard with keywords. Writing should sound natural to the human visitors you're trying to reach. Search engines can penalize you for "overoptimizing" by using the keyword too often (known as keyword stuffing or spamming). You want your site to sell you as an expert not as a scam artist.

Types of Content Writing to Consider for Your Company Website

Part of the SEO content writing process is project planning. It's important to take the time to consider what information people would want to know about your company. Here are some types of content well received by Internet visitors and search engines:

  • Product details, including features/benefits, specifications, data sheets, diagrams, flow-charts, video demonstrations and photos (with alt tags, see below)
  • Technical tips, product troubleshooting guides, user manuals
  • Customer testimonials, case studies
  • Industry definitions
  • Product selection guides, comparative information
  • Powerpoint presentations

Advice on Adding PDFs to your Site

Search engines have become more sophisticated in being able to index varying file types. PDFs work fine for information that site visitors might want to print out and keep. But, if you use PDFs, make sure they open in a separate browser. Also, add a link to your home page somewhere on each PDF; otherwise, site visitors that enter your site from a search engine via the PDF won't have navigation to take them to the rest of your site.

Where to Get Ideas for Good SEO Content

Type your top keywords into Google and see what sites and pages come up on the first or second page of results. This will give you a good idea of some of the content that search engines like. More specifically, take a look at:

  • Competitor sites
  • Industry portal sites
  • Industry magazine sites
  • Resource sites

See what types of content they provide that your site could emulate (not copy). One thing you'll notice among the types of sites listed above -- generally they're being recognized on search engines as experts on their topic -- you want your site to be acknowledged that way too, with a top ranking on the search engines.

Other On-Page SEO Copywriting Tips

Once your content is written, it's time to place it on the page. Here are some additional details you'll need to be concerned with to complete the SEO copywriting process:

  • Title tags: Make sure each title tag is unique and complements the content of that page. For instance, if your page is about "SEO copywriting tips", then your title tag might be "SEO Copywriting Tips | SEO Expert Pilot Fish."
  • Description tags: Likewise, you'll want each page description tag to be unique and complementary to the page it describes. This is the information that many of the search engines use to display a description of your page.
  • Keyword tags: Most search engines have stopped using the keyword tag, but we feel it's a useful tool to help you organize your site content. If you followed the advice above regarding one topic per page, then your keyword tag would be pretty short and limited to that topic. When you do your keyword research, you’ll likely find synonyms or related terms you want to include.  In general, limit your SEO copywriting to about five keywords per page.
  • Alt tags: You can use the meta alt tag to help search engines interpret what your nav buttons and images are about. Search engines can't "see" images, so unless you specifically tell them, that information will be ignored. If you have an image that depicts your product, use the alt tag to label it in as detailed manner as possible.
  • Internal linking: If you have multiple pages on your site about the same topic, incorporate internal links to help site visitors and search engines find the related content.

I've created quite a to-do list of SEO copywriting tips, but when done properly, your SEO copywriting efforts will yield long-term results in the way of better rankings on the search engines and increased opportunity to reach new potential customers.

Contact Pilot Fish at 877-799-9994 ext. 2104 for help with your SEO copywriting. 

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