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Hello readers. I hope you already enjoyed the first DYN guide on on-site search engine optimization. Here we move ahead with the next step – SEO copywriting.


What Is SEO Copywriting?

SEO is an acronym of the Search Engine Optimization. Basically, this refers to a technique which ensures that a website ranks better on major search engines. SEO copywriting, therefore, refers to a specialized form to adhere to the rules of search engine optimization in terms of keywords, alignment and balanced pitch.

Traditionally, SEO copywriting was thought to be a keyword-rich copywriting. But it has become more of keyword-oriented copywriting with the recent advent of web 2.0 tools and audience’ increasing awareness to quality information. So, SEO copywriting means – to please both your audience as well as search engines.

Regular Copywriting and SEO Copywriting— Two Sides Of a Coin?

Before dealing with the specifics of the SEO Copywriting, it’s important to know the difference between SEO copywriting and the regular one.

Regular copy is written keeping your regular and subscribed audience in mind. You’re least bothered about the keywords but stay on-topic. This kind of copywriting is exceptionally great, compelling, conversational and written only for real people targeting certain topic. Most of the blogging is done using regular copy style but with an advanced touch of tags and long tail keywords. Google hot trends are helpful for bloggers in creating such in-demand posts.

An SEO Copy is written keeping the search engines and readers; both in mind. SEO copy needs an advanced keyword research. It needs to please the search engine with the right keyword density and positioning; and readers with the desired quantity and quality of information that made them land on the page after a particular keyphrase search. A professional SEO copywriter will frame the topic considering the possible keywords that can be used. The professional makes sure that content makes sense while keeping the required keyword density. Not every writer can create a meaningful copy while using maximum keywords in a balanced manner.

SEO Copywriting: Positives and Problems

SEO copywriting definitely charms webmasters for its search engine rankings benefits but it does have some pitfalls too. Let’s have a look at both positives and problems of SEO copywriting.

SEO copywriting Weaknesses

SEO copywriting requires a specialized writer - As we already discussed above, it is not everyone’s game to play with the right keywords and drafting the right copy that invites both readers and search engines at the same time. You need to pay for those appealing high rankings with SEO copywriting.

Not for every niche – Not all website can monetize SEO copywriting. For example, there can be academic or social niches that may not work so well with SEO copywriting. You need to target only audience and leave the entire job to link building. Likewise, graphic sites can’t make use of SEO copy.

Only for not-so-competitive search terms – Needless to say, if you spam your copy (so called SEO copy) with hotels hotels hotels and hotels haphazardly, your site will not outrank others. All I mean to say, it works well only for minimum to average competitive search terms. For other high competitive keywords, most intensive backlink strategies are required.

Don’t forget the competitors – Yes, your competitors can employ some other technique to rank on same keywords. And if their technique beats your SEO copywriting magic tool, you’ve lost your position. So SEO copywriting is not a solution. It is just a support to your SEO campaign.

SEO Copywriting Strengths

  • It helps the website rankings for a stable position. Search engines find the website with an SEO copy more relevant to the search terms so they give priority to such sites.
  • Likewise, SEO copywriting helps your visitors find the content and site relevant, thus it tends to convert your visitor into a customer or regular reader.
  • Though this logic is debatable but SEO copywriting helps in maintaining stable search engine positions even if there are frequent algorithm changes.

Start With Advanced Keyword research

Advanced keyword research is the base of SEO copywriting. After all you need the keywords to target and that comes from what people are looking for; what’s in demand and what is achievable.

Keyword research tools

I personally love SEObook keyword suggestion tool however, most people tend to follow Google’s external keyword tool at first hand. SEObook’s tool gives a great and almost actual idea of number of searches in Google, Yahoo and MSN. Paid tools like wordtracker and keyword discovery can help you get a narrow idea. Recently, Spacky has come into online market with an easy and free access.

Be realistic

Targeting “real estate” is definitely a silly idea. Be specific. Target achievable keywords like Costa Rica real estate, panama real estate, Real estate Panama etc are achievable as well help you get niche visitors and targeted traffic.

Target what’s in your reach

Targeting those highly competitive keywords is not recommended. You can get better traffic as well as rankings if you combine some competitive keywords and create an achievable set of keywords.


Make sure that your keyword research lead to your ultimate goal. If you’re an SEO service provider, targeting keywords like advanced SEO services, cheap SEO services would be better than targeting “search engine optimization”. Target what leads to your sales. Using related service keywords makes an SEO copy more effective as well as converting.

Remember that if you’re armed with right and advanced keyword research, you tend to create the most relevant content that enhances your credibility among your competitors.

If your content is laced with hot keywords, more and more people tend to link you up; and you get backlinks… for free. So in short, an SEO copy gets you targeted readers, becomes the base for your sales and brings you free backlinks.

How to Write that Perfect SEO Copy: Tips and Techniques

We’re aware of the SEO copywriting strengths but how to churn out that killing copy where you need not to sacrifice the readability of your web content. Easy easy.. take it easy. After you’re done with an advanced research on your monetizing keywords, let’s move step by step and explore that SEO copywriting technique.

Title – The Copy King

Of course it is. Blog platforms already take care of this point and your title becomes h1 or h2 tag. It is the most important key element determined by search engine to count your website among relevant ones. Else, the main title of a copy works as h1 tag in static websites. If you keep the most targeted keyword as the title, it works the best but may look dull and dry to your readers; spoiling to look and feel of your web copy. You can rather wrap your keywords into a compelling title.

Mind The Opening

What if the copy starts with the keyword itself and pick up a pitchy line to grasp your visitor’s attention or something that he may already be thinking. This trick works great until and unless the keyword is too vague to put right at the beginning.

Otherwise, you may include the keyword in the first line (first 15 words) in a smart and appealing manner. Reason is; search engines take it as the page description and reader will have an idea of the relevancy from first two lines itself. Opening should be engaging and relevant enough to get your visitor read ahead.

Use of Synonyms

It makes your web copy look natural and not spammed with keywords. Not to forget, searchers search with synonyms too when they don’t get satisfactory results from general keywords, so you should not miss the opportunity to be found out.

Use of long-tail keyphrases

Some long-tail keyphrases can really help you monetize your niche. Without repeating these longtail keywords, once appearance is enough to be scanned by search engines.

Making use of subheadings

This is another key element of SEO copywriting and to get found by your audience. Firstly, use of secondary or primary keywords in subheadings makes h2 and h3 tags work nicely and in favor of your search engine rankings. Secondly, you’re not repeating the keywords but making your copy easy to read. Second,

Body of the copy

To what extent you need to repeat? Well, as long as it is digestible and doesn’t make your copy spammy. The right technique for an SEO copywriter to spread the keywords in copy is –

  • Have a look at the keywords. Assemble 4-5 keywords vaguely in mind.
  • Think of a draft and idea that can work with these keywords. Subheadings make good drafts often.
  • Now, start writing the copy without including the keywords but in relevance. Just be natural.
  • Once your draft is ready, pick up the keywords one by one and start inserting them here and there; wherever they fit nicely.
  • Make sure that you use the keywords at least twice in entire content; naturally.
  • Now, add the appealing pitch to the copy so it doesn’t look keyword-oriented but reader-oriented.
  • For a perfect SEO copywriting, try making use of keyword seasoning rather than keyword density. Days of keyword density are gone. I’ve personally ranked higher for many keywords and niches, where the keywords were used hardly twice in 1000 words. However, other factors like on-page optimization, backlinks etc. do matter.

Stay on-topic

Here comes the right selection of keywords. To make use of maximum keywords, you should not divert from main theme of your copy. It’s better to choose a set of related keywords so you can use them naturally at the right place. If you’re writing on carpet cleaning, then you use keywords like carpet cleaning, carpet cleaning services, carpet cleaning “city”, carpet cleaners, professional carpet cleaning etc.

Get your visitor in action

You must be looking for some action from your visitor. Lets get them in action. Add that appeal, those questions using the right words and keywords so they either stay engaged through the content, or contact you, or subscribe or make a purchase. It is possible only if you

  1. Stay on-topic
  2. Look natural in convincing them throughout
  3. Follow the right path to your motive
  4. Make use of right keywords at right place at right time

SEO Copy: Language and Style Elements

Writing an effective copy that works equally well for the readers and search engines is a challenge. Well, the first category reads the lines while the second type launch a scan and then decides over the ranking. Now, the interesting part here is that the search engines are doing that for the readers. All search engines are making maximum efforts to make their results as relevant as possible. Google has recently changed its algo and removed the misspelled search results completely. An SEO copy makes the visitor feel that they’re on the right page and sustain their interest. Again, it is the human beings that will be your potential consumers. So, it is important that your content has the style that will not only attract them, but will hold them on as well.

Here are some tips that will help you achieve that end:

Address the visitor directly:

Until and unless it is not an academic copy, you can address your visitor with the question crawling in his mind. This technique works wonders. You need to grasp your readers’ attention right at the beginning. If lose the grip, you’ve lost the visitor… forever.

Bring reality

Be conversational. Talk to your readers so they stay engaged throughout the copy. A casual tone will help your readers feel comfortable and interested.

Also, this is the style that corresponds most readily with the internet. Essentially, internet is the causal social media. In fact, it has developed a language of its own and that is mostly casual. So, if you are maintaining that in your work, you are likely to get a better result. If you observe the style taken up by Google, you will find out that they are playful and yet they establish a direct communication with the reader by addressing each of them individually and yet at the same time. This is the best way to communicate through the internet.

Sense of humor

Win your readers with a good sense of humor. Few jokes, crisp talks, relevant and interesting examples put life in an SEO copy. Try and you’d believe the magic after some increased sales or more subscribers.

Leave the corporate stamp and be friendly

Even if you’re writing a professional copy for a brand, it can be more effective with a personal touch and conversational writing style. This is what the people like to see. Beyond the periphery of the online communication, this is true to every means and modes of communication. An effective communication must be built on a common platform. That means that the communicator and the recipient must associate with each other… naturally and comfortably.

Avoid technical jargon

The principle behind this is the same as the previous one. Too much use of technical words can distract or even disappoint the readers. Remember, most of them are layman and hardly have any technical knowledge about the subject you are dealing with. So, the target will be to make them understand the point using simple words. Thus, ‘insomnia’ can be replaced by ‘sleeplessness’ and so on. But, there is a common tendency to use the technical words as much as possible. Remember, people search most with general keywords.

Sometimes, however the Jargons are welcome
Well, this is when you are talking with the niche audience. In fact, in such circumstances, the use of the jargon is quite necessary. For, that will create a closer bond between you and the reader. So, you can talk about the technicalities of scripting when you are talking with a computer programmer. There you are showing of your erudition on the subject and in return, you will get appreciation. However, you can use jargons only when you are sure of the expertise of your audience. A thorough research on that topic is therefore, mandatory before launching on the use of technical jargons.

Create Visuals with Word

The ideal style of SEO copywriting should reveal a vivid visual of what you’re saying. The keyphrases,language and the syntax should put up a show. For that, you have to ignore the terms and rather go for the plain words that describe the message more vividly. This will lay open the idea that you want to share with the reader. An SEO copywriter would be to ignite the fire of imagination within the reader’s mind… with the right use of keywords. Once they start to feel the product, they find their needs meeting with the product and they start thinking about purchasing it.

‘We’ is not the best means always

There are big brands like Microsoft, Mercedes or IBM and their brand value is enough to impress the readers. However, if you are not writing copy for such a big brand, you should not brag about it. So, ‘we’ should not be there too much. It is far more effective to say how you can improve your conditions and help them out. At the same time, avoid boasting of your achievements unnecessarily even if it the ‘about us’ page.

Induce the readers to take part

Remember the readers are shy or confused. So, when they are visiting your site for the first time, they will be reluctant to be active. Naturally, the responsibility lies on you to encourage to action. Otherwise, you will never get the response you are looking for.

Top 6 Mistakes to Avoid in SEO copywriting

Though we already discussed randomly and indirectly about not-to-do in above content but here are quick recall of mistakes that one should avoid.

• Do Not Deviate: Stay Focused

• Do not get emotional with the keywords: Avoid spamming and write naturally

• Do Not Add Fluff: Provide Proper Fact, Solution and Answers

• Do Not Evade Answers to What, Where, When, Why and How all using the keywords.

• Do not miss the chance to use subheadings wherever possible

• Do not leave the customers to guess. Provide the follow up information

Formatting support to effective SEO copywriting

Formatting your page content can be a good SEO tactic that search engine recognize often.

Use Bold And Italics – search engine bots do put extra attention to bold and Itlaics text. However, too much use of them will spoil the effort. You should use them sparingly.
Do Effective Linking - Inserting internal hyperlinks in your site can be very effective for a successful SEO. These links can help your readers with a better navigation. First, they explore your site more. Second, they give you extra benefits in terms of on-page search engine optimization.
Use Bullets and Subheadings – Bulleted points are good both to your readers as well as search engines. These are another key spots to use your keywords in an easy way.
Short and crisp paragraphs – This goes mainly for your readers. Shorter paragraphs tend to make even longer pages interesting and readable.

So that’s all for now for SEO copywriting, however, we always keep a room for additions and improvement. We’ll be back soon with next DYN chapter – Directory submissions.

Chill & cheers!

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