Let’s take a look at some of the common myths about SEO copywriting and separate the fact from the fiction.
“There is a difference between SEO copywriting and ‘normal’ copywriting”
Good copy is good copy. Generic, filler copy with a few keywords slapped in the middle of it is bad copy, not SEO copy.
“We need to have x% keyword density”
You would have to be dense to believe that keyword density has any tangible impact of search results. Maybe 5 years ago, not now.
As someone who makes money from selling lots of content, you can believe me when I tell you that there is no ‘minimum wordcount’ that is required for pages to rank. Our SEO landing pages have under 100 words of copy on them and rank for some very competitive keywords.
“You need to bolden keywords”
Use boldening sparingly and only if it is required for impact or to aid usability/readability.
“You need to link every keyword”
Google isn’t stupid – you don’t need to link every mention of your chosen keyword to the selected landing page for it to establish relevance.
“There should be a section on our pages for ‘SEO copy’ and a section for ‘sales copy’”
Lots of ecommerce sites are guilty of some shocking, below-the-fold ‘SEO copywriting’. If you want to have content on your pages, write something that people would actually find useful and put it where they can find it. Otherwise, don’t bother.
“We must include the anchor text ‘hiring a skip from A1 skips in Doncaster‘ so it looks natural”
Have your copy written and then decide on the anchor text to link – stop asking copywriters to shoehorn in ridiculous, long tail keywords – all you will do is create nonsense that people will ignore.
How to do it properly
Write audience-focused copy that is useful, insightful and above all, offers genuine value and a compelling call-to-action.
Before you publish content ask yourself:
- Would I find this useful?
- Would I link to/share this?
- Is this going to convert visitors?