Optimising pages and writing good copy is an essential part of the SEO process with client sites. However, there can be a bit more to content than a few well-written headings and paragraphs. Here I delve a little deeper..

1. SEO Copywriting Second Layer
1. Page elements
2. Increasing dwell time
3 Avoiding content cannibalisation

2. Heading & Titles
• Titles and H1 headings should be slightly different – meta title
under 70 characters
• Numbered headlines tend to get better rankings
• Include phrases in brackets
• Use a Blog Title Generator , ie. Seopressor.com
• Use emotional and power words, ie.
- 7 New Ways To Increase Real Traffic (Plus Sales!)
- Powerful Strategies Aimed at Driving Conversions (Updated for
2019)

4. • Effective
• Insane
• That Will
• Case Study
• Powerful
• Examples
• Proven
• FREE
• New
• Study
POWER WORDS & Phrases!
• Will make you
• This is why
• The reason
• Make you cry
• Because it's important

5. 1. Selecting which pages to interlink
2. What anchor text to use
3. How many links per page
4. Passing yummy ‘link juice’
5. Using external links to build trust
6. Image links & alt tags
Anchor Text & Linking

6. Which pages to interlink?
What are our target pages? Which pages need juice? Which pages are not
linked elsewhere?
• Link from strong pages to weaker pages / dry pages / target pages
• Strong pages can be found via Google Analytics, Ahrefs, Moz PA
• Use Screaming Frog map to get an idea of the site’s structure
• Use anchor links to skip to chapters in long form content
• Link to pages which support your content
• Don’t drain the juice too much
• Direct users to sales funnels
• Link between complimentary
categories / services

8. Anchor text
Much comes from current anchor text profile, use:
• Branded Anchor Text: 70%
• Naked Links: 20%
• Generic Anchors: 5%
• LSI, Partial Match Anchors: 1-5%
• Exact Match Anchors Text: Less Than 1%
Each anchor should be under 25%.
Look at our target KWs and use variations of those.
Look at current anchors and search for related words
within Ahrefs. Connect the dots!

9. External links & Images
Images work the same way however instead of anchor text we use
alt tags. These can be inserted in the back end.
External links show Google you know reputable sources to back up
your content. It also provides users with more valuable resources.
People are happy to go to people who know people hence why
external links can also build trust. Open in new windows!
TRUST = AUTHORITY =

10. Rich media
To increase dwell time we need to keep people engaged and happy!
Dwell time / time on page etc. is a ranking factor.
• Images – every 300 words, smiling faces, solution not problem!
• Dot points – stack in columns to fill white space
• Quotes – build trust and authority
• Video / gifs – People love video, stats not necessary (CBF really)
• Bucket Brigades, ie.
- Here’s the deal: - Read on before you freak out
- What’s the bottom line? - You might be wondering:
- This is crazy: - It gets better/worse:
- But here’s the kicker: - Want to know the best part?
- But here’s the catch: - Yet, things get tricky here
- There is however a solution - To elaborate a little

11. Copy / link spacing
To increase dwell time we need to make copy easy to digest.
• Break copy into numbered lists.
• No paragraphs more than three sentences long.
• No links within first two paragraphs ideally.
No parking on the
dance floor!

12. Content Cannibalisation
This is basically two competing pages overlapping with content and making
Google confused so it downgrades them both.
How do we know this is happening?
• KWs ranking on non target pages
• Pages have similar word clouds and content arcs
• Large site with a lot of spammy suburb pages
What the hell do we do about it?
• We differentiate the copy on conflicting pages
• We change similar terms to more relevant phrases
• Compare word clouds – webconfs.com
• Redirect, re-write or no index spammy pages
• Thread more detail into your preferred page

13. Killing The Competition
What can we do to outrank mo fos?
• Reverse engineer pages with word clouds
• Employ Skyscraper Technique
• Create more inbound links
• Interlink from juicy pages
• Expert quotes – EAT – Expertise, Authority, Trust
• Reference case studies or include stats
• Better calls to action, “Show me how to..” Not.. “ Contact Us now!”

14. Conclusion
Think about:
• What is the page made of?
• Is the content relevant to target KWs?
• Is it well “illustrated?”
• Does it EAT healthy? Ie. Expertise,
Authority, Trust
• Is the juice flow goodo?
• Does it have strong calls to action?