Search engine optimisation (SEO) is an important aspect of any marketing strategy in the 2000s – and an essential component of SEO is web copy, this term referring to the core text that can be found on a brand’s website. This is as opposed to SEO content, a term that can also refer to online materials other than the written word, such as images, infographics, and videos.

In this blog post, though, we’re going to focus more on the copy side of things. With the term “on-page copy” referring to the text content that is directly on your website, we thought we’d come up with four tips on how you can get yours right.

  1. Ensure it is well-written

Of fundamental importance with any type of written content is ensuring it is well-written, using good English and correct grammar throughout.

Particularly if you aren’t exactly the most ‘natural’ writer, it can be well worth getting someone else to take a look at your written content before you publish it online. This can greatly help ensure you don’t put any content ‘live’ on the web that contains glaring errors.

  1. Include well-researched keywords

Conversations about SEO always seem to cycle back to keywords, and for good reason. Incorporating the right keywords into your brand’s written content is still crucial for ensuring it has the right impact.

The overarching principle is simple: you should be using words and phrases in your on-page copy that are commonly searched for by your target audience through major search engines. On that note, it’s also a good idea to look at what relevant search terms your competitors use.

Undertaking quality keyword research will help you determine the most relevant keywords for your own organisation’s copy. That way, you will be able to incorporate it into your content in a ‘natural’ and engaging fashion to help your brand achieve higher search engine rankings.

  1. Keep it engaging

Google not only ranks websites on the basis of specific keywords, but also on how user-friendly and engaging the content is. In other words, if your brand’s content is poorly written, badly formatted, or complicated to read, it will likely have a negative impact on your SEO campaign.

Your brand’s written content should be fun, interesting, informative, and most importantly of all, engaging, keeping users on your page for longer periods of time.

  1. Find a new, fresh angle

Take a look at the content that is already out there on other sites, which will allow you to spot any knowledge gaps or underutilised approaches. You can then use this to your advantage in your own written content, approaching topics from a fresh angle, which will help set your brand apart from its industry rivals.

If you are looking to develop an SEO strategy and tailored copy for your site, look no further than the content marketing experts at Jumping Spider Media. Get in touch today for more insight into how we can help you.