I have a BA and MA in English.
I worked as an in-house copywriter for a
catalog and web retailer for 4 years.
Also worked as a technical writer for a total
of 3 years.
Now doing tech writing, content strategy,
and freelance web writing, including SEO.
navigate the web
Some don’t know how to use the address bar.
Elements of SEO.
Where do high search
rankings come from?
No one knows for sure.
But professional SEOs
have some ideas.
Broad algorithmic elements
to Google’s rankings
SEO copywriting is not a magic
High rankings come from many factors.
Most are off-page factors. These are important.
Work on them.
So why do we even worry
about SEO copywriting?
The 15% represented by on-page factors
are completely under your control.
Whatever you want your site visitors to do,
optimizing your content for them will help
them do it.
“A Web crawler [robot] is a
computer program that
browses the World Wide
Web in a methodical,
automated manner or
in an orderly fashion.”
Back in the day...
This is bad because:
It clutters the site.
It makes it harder to ﬁnd what I want.
It hurts the site’s credibility.
So how should you optimize
Your web copy should be:
Copy that ranks well, Helpful copy that
but doesn’t help no one can ﬁnd.
Both are equally useless.
“SEO copywriting is not about trying to trick
search engines by stufﬁng content with
unrelated keywords or with so many keywords
that the copy sounds silly. Good SEO
copywriting makes your page more readable
for both search engines and humans.”
— Yahoo! Style Guide (emphasis theirs)
What do you need
your copy to do?
SEO Copywriting for
Pick keywords that:
•are searched often
•have less competition