Content is a key part of Search Engine Optimisation (SEO). To make sure you can rank for certain terms, you need to make sure the content not only includes the right terms, but the right level of relevance. However, copywriting is not solely to improve rankings and traffic – but to convey information and a relevance to users.
Key factors in copywriting include “keyword density” which bases how frequent a term appears on a page of the site, along with the content of links (such as what words are used as “anchor text”) both towards and from the page.
Over doing the links and keyword density can backfire though, as the algorithms will find the targeting too “forced” and it also comes off as a distraction to users who will find the content very repetitive and thus likely to look elsewhere. Another common mistake is that sites sometimes just add content to existing sites, as a type of entry page. Done wrong, this can also come off as a “gateway page” which is considered spam, hence the need for proper integration within a site architecture.
SEO copywriting can cover a wide range of aspects, whether optimising existing content / pages, or restructuring navigation to integrate and include content that focuses on what brings the right kind of traffic to your site. It can also include off site copywriting such as making press releases and articles for link building purposes.
Our SEO team has experience working on both on-site and off-site copywriting, ranging from articles and revisions of existing content, to comprehensive writing of content based on what the client’s objectives are.