Does your business site have enough website copy, and is it optimised for SEO?
You can have the most visually captivating website online, with exceptional images and video content – but if your written content is not delivering certain things, you’re going to struggle to rank highly in search engines and get seen online.
A lot of business owners initially prefer that their website is light on written content. They want a clean, minimalist page with very little (or even no) text. They then wonder why their website fails to achieve high search engine results rankings.
Furthermore, most website visitors seek information – and a site must deliver compelling, informative, and easy-to-read content that is on brand and fulfils the needs of the audience. Beautiful images and videos are simply not enough.
The fact is, to rank organically and be seen online by the right audience at the right time (i.e., when they are actively searching for your products or services), you must have a website that is SEO-optimised – and an important aspect of this is having the right amount of content written in a specific way.
This is called your SEO website copy.
What is SEO?
SEO refers to “search engine optimisation”.
When you perform a search on Google (or any other search engine), you type a query based on certain terms or keywords. The search results that are presented to you are deemed relevant to your search terms by Google. The results that appear on these pages appear thanks to search engine optimisation.
SEO aims to optimise the impact and effectiveness of your website content so that search engines will find it, pay attention to it, and rank it more highly than it does for similar websites that use the same (or very similar) search terms (or keywords).
The complete process for a comprehensive SEO strategy for best results is very complex and requires an ongoing campaign by an expert SEO provider, however, making specific changes to the content of your website can make a big difference to your search engine rankings and online visibility.
In its simplest form, the SEO process involves:
- Keyword analysis and selection
- Developing site structure to support keywords on each landing page
- Optimising landing page content for chosen focus terms/keywords
- Building links (internal and external) to your home page and main landing pages
- Patience – it takes time for search engines to update links, identify keywords, and rank pages
- Analysing website traffic and landing page ranks, and tweaking where necessary
Page ranking is determined by Google based on the authority and relevance of the written content:
- Authority is determined by the number and quality of the links pointing to a specific page.
- Relevance is determined based on content analysis and how/when keywords are used.
Why Website Copy Needs to be Written a Specific Way
Website copywriting is the science and art of creating persuasive content that both compels action on the part of its audience and meets the criteria of Google’s ranking algorithm.
Your website copy must:
- Meet a specific set of requirements to comply with Google’s algorithm
- Appeal to, engage, and persuade the customer, client, prospect, or another audience member to take positive action on your website
- Solve a problem the audience seeks a solution for
Google’s Ranking Algorithm requires that website copy be:
How Much Copy Does Your Website Need?
Google requires a certain amount of copy for each landing page – otherwise, it literally has nothing to rank, and your website will be ignored in terms of organic reach and you will fail to drive organic traffic to your site.
The balance must be struck between creating enough copy for Google to rank your pages, and optimising content volume for your human audience. Most people don’t wish to read copious amounts of text – but at the same time, you need to provide the information your audience seeks.
As a general rule:
- Your Home page should have at least 350-500 words of text
- Landing pages need at least 300 words of text
- Page overviews require 150+ words of text
- Product descriptions will ideally be around 200 words
- Onsite Blogs (great for keeping your website dynamic with regular posting – Google loves this!) should have no fewer than 350-500 words apiece – around 750 words is a good benchmark if the topic is conducive to this.
Bear in mind that, while some SEO experts advocate for up to 1500 words of content per page, for human audiences (as opposed to Google bots) this will usually be excessive. Most people will not read more than 500-1000 words (at most). While some demographics and target audiences will differ here, the majority of website visitors have a short attention span and will be overwhelmed by long-form copy.
In terms of your keywords, certain relevant keywords will be used on each landing page, with all of your focus keywords appearing in the content of your home page. These must be used carefully, as “stuffing” each keyword too many times (more than 2-3% keyword volume) will elicit penalties in terms of ranking results. Current guidelines recommend a keyword (or key phrase) be used no more than once per 100-150 words of content.
Simple Tips for Easily Writing Good Website Copy
There are certain elements of website copywriting that enable high search engine ranking on Google. These are:
- Keyword Research – you need to identify which keywords or phrases consumers will most likely use to find your offering online. You must consider your business and brand, your product or services offering, and your visitor search intent (informational, commercial, transactional, or navigational). Your chosen keywords must be relevant and competitive – and if you are a local business (e.g. a tradesperson, a café, a medical centre, a hair salon), location-based keywords are a great idea.
- Landing Pages – these are the pages your keyword searches will lead to. They include your home page and other pages that will be internally linked from your home page.
Written copy must be tailored to be relevant, of high quality, and engaging to read. It should be to the point and not repetitive. It must also be 100% unique – you must not use duplicate copy from another source or even another page on your own site.
Every keyword you have chosen should have a dedicated landing page with relevant written content.
Your onsite blog can also act as a landing page – enabling you to regularly post new content to keep your website dynamic and your audience engaged.
Every landing page (including your home page) must have a:
- Meta Title – This must include a primary keyword and be no more than 60 characters.
- Meta Description – This helps guide the search engine to your page. Include your SEO terms/keywords and concisely describe the page’s content in no more than 150-160 characters.
- H1 Tag – This must incorporate one of your focus keywords for the page.
- Compelling Headline – to captivate the attention of your audience and make them want to read more. You should include your keyword in this. Examples include “5 Ways to …”; “How to …”; “Are You …?”; etc.
- Editing – before you publish content, you must proofread and edit it – or have someone you trust do so on your behalf. You need to ensure it is perfect in terms of spelling, punctuation, grammar and syntax.
- Include Page Links – Link to other relevant pages within your own website, as well as to relevant content from other high-authority, reputable websites. This is also a great way to reference information you’ve gleaned from somewhere else.
More SEO Copywriting Tips:
- Ensure your page URLs are short, clean, and keyword-rich.
- Try to begin your headline/title with a keyword
- Use your keyword in your H1 tag.
- Use your keyword within the first paragraph/100 words.
- Create an onsite blog and post new content at least monthly for best results. This provides you with shareable social content and email newsletter content as well – which are both great for SEO.
Call Sparx for Help!
Sparx Digital is an Australian digital agency offering a range of digital solutions to get your business seen online by the right audience at the right time, leading to more enquiries and website visits.
Among the services we offer, which include website design, we can provide high-quality website content writing and ghost blogging services.
If you need help getting started, advice on what your site needs in terms of content, or you simply want to outsource writing for your website, have a chat with us!
Email us today via firstname.lastname@example.org or call us on 1300 477 279.