SEO Copywriting Tips: Where to Place Your Keywords

SEO copywriting and keyword placementHaving worked as a freelance copywriter for a number of years now, I’ve written website content for a huge number of start-up businesses, and assisted them with keyword research and SEO copywriting.

And when it comes to keywords and SEO copywriting my workload is growing by the day. Yaaay. This is because more and more businesses are now realising that if they want to open up their products and services to new markets and reach a wider customer base, it’s imperative that they get to grips with SEO and target their main keywords more effectively.

Most of the people I speak to understand the concept of SEO and the role that keywords play in the context of traffic generation and promotion. However, not everyone understands HOW or WHERE these keywords should be incorporated into their websites…

Common Mistakes with SEO Copywriting

One common mistake I see is people loading their home page with ALL of their main keywords. This is NOT the most efficient way of optimising your website.

To begin with (and this is crucial), a home page that contains a huge number of keywords isn’t going to read particularly well, and this is going to have a negative impact on the amount of people who stick around on the website and ultimately purchase.

A home page should focus on the task of grabbing the reader’s attention, convincing them that they’ve reached the right web page and then drawing them further into the site. Sure, use your main keyword on your home page, maybe even a couple, but ensure that you’ve always got the customer in mind, because at the end of the day, people are going to be buying your products, not search engines…

The Key to Keyword Placement

The best way of optimising your website for a full range of keywords – and consequently get the best of both worlds – is to use a different keyword on each web page. Don’t forget, there’s more than just one page to your website, and Google knows this. That’s why they index each page individually – because they’re all just as important as each other!

As a result, you should be targeting different keywords on different pages. And these keywords should also be present in your page titles and URL structures. This way, you’re targeting one keyword at a time, and therefore maximising your chances of achieving a high ranking for each page, rather than trying to target 6 or 7 keywords on just one of them.

To give you an example, let’s say that you’re a nutritionist and you’re sitting down to write the copy for your new website…

Your main keywords are nutrition, nutritional therapist, nutritional therapy, nutritional consultation, nutrition consultation and nutritionist. You’ve decided to select “nutrition consultation” as your main keyword because that’s the specific service you offer and it carries the highest global monthly search volume according to the Google Keyword Tool…

So on your home page you could target “nutrition consultation”, by placing that keyword in your page title, H1 tag and H2 tag, as well as including the term a few times in your body copy. On your About Us page, you could target the keyword “nutritional therapist”, and so on and so on, until all of your main pages are targeting individual keywords.

This will then give each one of your pages a greater chance of ranking for your main keywords, and it’s certainly a lot more effective than adding them all to the home page and ignoring the rest of your website.

Ultimately, this is the most effective way of optimising a website for your most important keywords, while simultaneously creating captivating, reader-friendly content that will encourage people to buy your products and services.

So when optimising your website, remember that each page is just as important as the next, and therefore make sure that you utilise them all when targeting your keywords. If you do, you might find your website ranking highly for multiple keywords, rather than just one!

And believe me, that will generate many more customers for your business.

Nick Cobb – SEO Copywriter

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