Now more than ever, SEO copywriters must be mindful of the link anchor text they choose. Google is cracking-down on sites that display unnatural anchor text (for both outbound and inbound links.) Even internal links throughout a website should be relatively natural to avoid penalization..
In many cases, SEO copywriters are responsible for site linking and anchor text writing; and only the mindful SEO copywriters will respect the rules of Google Panda and Penguin. The adaptive SEO companies that evolve their core concepts and service principles will thrive.
One concept that should be top of mind for all SEO copywriters is co-occurrence.
Understand Co-occurrence. Re-think On-Page SEO.
Co-occurrence was coined back in 2012 by the grand daddy of Moz.com Rand Fishkin during a Whiteboard Friday presentation. Rand explained the roots of co-occurrence by sharing examples of completely un-optimized websites that ranked highly in Google for competitive keywords. Backlink scans of these websites showed little to no optimized anchor text in the link portfolio.
The reason why these websites rank so highly is co-occurrence - the occurrence of certain (key)words in the text surrounding a link can influence the keyword relevancy of that link.
For example, think of a blog post that mentions the word "auto insurance" several times in one paragraph. There's a completely natural outbound link in the paragraph to another website. Based on the idea of co-occurrence, Google may find the website receiving the link relevant on "auto insurance."
Co-occurrence has create quite a stir among the SEO community. Spanning from local SEO to ecommerce SEO, many different search marketers are being mindful of co-occurrence in their SEO practice.
SEO copywriters in particular need to keep this principal in mind. Rand's compelling evidence makes a strong case about co-occurrence that most definitely influence SEO copywriting best practices.
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SEO undoubtedly happens to be one of the most effective online marketing strategies, which can enable you to earn top rankings with search engines, enhance your website’s visibility, and more to the point drive traffic to it.
However, unlike what some individuals may like to think, this process isn’t static and what might have worked yesterday might not work today. This has unfortunately led quite a number of webmasters to get penalties for going around search engine optimization the wrong way.
The following are 10 SEO copywriting tips for flawless on-page optimization. These website optimization tips that will not only help land your company's website top rankings, but also drive help to drive quality traffic to your website.
1. Utilize related keyword, grammatical variations and synonyms
For those who might perhaps be not in the know, Google and most other major search engines use what is known as latent semantic indexing (LSI) approach to effectually associate search results with a user’s objectives. This definitely means that by providing alternative or closely related keywords to your main one, you stand a higher chance of landing improved SERPs rankings. This technique also enables you to cast your net wider ensuring that you can easily engage a much broader target audience.
2. Provide solutions to your prospects problems
Most browsers are always on the lookout for products and services that offer viable solutions for their distinct needs and preferences. By taking the initiative to create content that dwells on the provision of credible answers to all the conceivable queries your prospects might have. As well as elaborating on the various facets of your given niche, you can effortlessly earn top rankings and heightening your site’s visibility. This naturally drives more traffic to it, which you can convert into leads.
3. Write lengthy, in-depth quality content
It has been firmly proven that the average web pages ranking on Google’s first SERP usually goes to content that have a word count of more than 2,000. Additionally, in-depth content in most cases than not, receives more shares and link than short, ambiguous content. So it is a shrewd SEO tactic to create content that comprehensively addresses a given topic and offers valuable information to your readers. This can go a long way in cementing your credibility as a "thought leader" in your niche and of course improve your ranking.
4. Focus on getting more shares and links to your content
The more shares your articles receive, the more they will be referred on authoritative websites (more quality links). This is one of the metrics Google and other search engines use to evaluate the relevance of a website’s content. Focus on writing exquisite content that is guaranteed to get shared on all the platforms that matter. This includes authoritative blogs, industry bigwigs sites, newsletters and of course the popular social media networks such as Facebook, Twitter, Google+, Linkedin and so on.
5. Write your content for humans, while still optimizing for search engine "bots"
SEO is a 2-pronged strategy that is geared to spark the interest of potential prospects while also earning credibility with search engines. It can sometimes be very difficult to strike the ideal balance between these two goals. However, at all times always try to create high quality content with natural keyword integration that will effortlessly engage your audience and at the same time earn you top rankings with proper on-page optimization.
6. Pay closer attention to your web pages title tags and meta descriptions
Title tags and snippets (meta descriptions) are the first things Google considers when it comes to indexing web pages. The combination of these two are the first information users see on SERPs. It is consequently extremely important to pay a lot of attention when crafting title tags and snippet, especially keyword integration. This will ensure more people click on your web pages. As most well-informed individuals might readily know click-through-rates (CTRs) are still a significant factor in search engine rankings.
7. Utilize long tail phrases
Long tail keywords have a substantially smaller search volume, but usually draw more focused leads that you can effortlessly convert and even close. If you're SEO niche is highly competitive, then opting for less competitive, highly unique long tails is the way to go. And even if your SEO strategy is targeting short-tail keywords, you can still capture search engine exposure by creatively implementing long-tails in the copy and establishing keyword relevancy on these longer terms.
8. Avoid keyword stuffing, seriously
This happens to be a perennial SEO problem, and to effectually address it, Google and all major search engines continually make algorithms that are designed to weed out content that they deem to try ranking manipulation. As a rule integrate keywords naturally with your SEO copywriting and avoid excessive repetition.
Google deems overly optimized links as a positive sign of ranking manipulation, which can lead to penalties. Try to keep your web pages URLs as natural as possible. Use naked, branded URLS and long-tailed phrases. This is critical for proficient SEO and website optimization in today's day in age, as many companies are getting penalized and losing their search engine visibility entirely, which can cripple a company.
10. Make use of Google+
Google+ is destined to play a crucial factor in SEO, and functionalities like author rank will enable Google to associate ranking factors to individual authors, not only the websites that host content. It is prudent to ride with this wave. Setup a Google+ profile, include appropriate authorship markup, claim ownership over all content you post, begin to build author rank as well as become active in your circles. Dong this will in no time earn credibility for all your content regardless of where they are posted.
Stay tuned on our organic SEO blog to learn more great tips for SEO copywriting and website optimization.