April 10, 2015

5 ways to write content that can help boost your search engine optimisation


If you’re looking into engaging the services of a professional copywriter, you probably know that search engine optimisation (SEO) is something that will help potential clients or customers find your website more easily, and in turn increase the chances of conversion.

This video from Google breaks down the process of search engines, to help you see how your content can be optimised:

Full SEO strategising can be a lengthy and technical process, but there are some processes we take when creating your online content that can put you ahead. Here are just five ways to write content that can help boost your search engine optimisation:

1. Use relevant and effective keywords

When you use a search engine, you naturally use the most relevant and targeted words to help you find what you need. For instance, if you were in Melbourne and needed SEO copywriting services, you would have an easier time finding what you need by searching ‘SEO copywriter Melbourne’, instead of simply ‘copywriter’ or even ‘SEO copywriter’.

When writing content for your business, consider who the people are who are looking for you online. Think about how they would phrase their searches, and make sure you use the language they use.

2. Create accurate page titles

Search engines like to make sure they are showing you the most relevant information, so they consider all aspects of the page when choosing which results to show you.

Think about how you choose which result to pick once you’ve done a search. You probably look at the page titles, making sure they use your search terms in a way that you think will answer your query. Google is the same.

We usually use dashes or pipes to give your page title as much context as possible, so readers will know that yours is the content they are looking for.

3. Write informative metadescriptions

Google search result for Avion Communidcations

Metadescriptions are the few short sentences that appear on search pages, underneath a link to the results. Using your keywords here will also boost your SEO – the search engines will have a better idea that your page really will talk about the relevant topic.

Your metadescription is also a great place for a call to action: ‘find out more’, ‘let us help your business’ or ‘save time and money!’ can be an effective way to draw readers to click onto your page.

4. Optimise on-page elements

Search engines give more merit to pages that are accessible to all users. It makes sense – a page that any person can get value out of is clearly a better option than a site that only fully able-bodied people can use.

This means that pages that use headings correctly so they can be read by screen readers for computer users with impaired or limited eyesight will fare better in search engines. Make sure your headings are marked up correctly using H1, H2, and so on, so that screen readers can read them correctly.

You should also use descriptive anchor text for links: rather than writing something like ‘click here’ or ‘learn more’ as a hyperlink, write something that accurately shows what content will be on the other side of that link. Not only does it make your content more accessible, it also helps to boost your SEO.

5. Optimise for mobile

As of April 2015, Google will actively be penalising websites that are not mobile friendly. You’ve probably started to notice, if you’ve done a Google search on your mobile device, that Google results will show whether or not a website is mobile-friendly.

Mobile search result for Avion Communications

For the most part, whether or not your website is mobile-friendly will come down to your designs. However, there are a few things you can do to make your content more accessible on any device. These include:

  • writing shorter paragraphs, so readers aren’t met with a ‘wall of text’, and
  • using bullet lists to make content more digestible.

Want to know more about how we can help write content that boosts search engine optimisation on your website? Get in touch!

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