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Why All SEO Copywriters Need to Understand Co-Occurrence

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.SEO Mountains

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-friendly Schema Markup in Simple Terms

Schema markup is becoming quite the rage in the SEO community, as it's becoming an integral element to on-page SEO (even SEO copywriters are adopting Schema into their practice. In essence, Schema markup (which is standardized by Google, Yahoo, and Bing) has been developed to better communicate to search engines what the content of a webpage is all about. In turn, search engines can better understand and interpret the semantics of a page's content, more efficiently.schema for seo

There are a variety of different HTML tags that make up Schema markup. To delve deep into what all the tags, types, properties, and other elements that encompass Schema markup, visit the official site Schema.org. Here you can learn the in's and the out's of how to integrate Schema for better SEO.

Example of SEO-friendly Schema Markup

The basis of Schema markup is the application of div and span tags, in addition to other specific properties that more precisely define the semantics of a page. Below is a general framework of how we might markup an author attribute or profile:

<div itemscope itemtype="http://schema.org/CreativeWork">

<h1 itemprop="about">All About Schema for SEO</h1>

<div itemprop="Author" itemscope itemtype="http://schema.org/Person">

Created by: <span itemprop="name">Billy Bob</span>
Born: <span itemprop="birthdate">December 4, 1986</span>
</div>
Topic:
<span itemprop="genre">SEO</span>
<span itemprop="keywords">SEO, Schema, Ranking Factor</a>
</div>

Although all this content is wrapped in these tags, the front-end appearance of this page will look like:

All About Schema for SEO
Created by: Billy Bob
Born: December 4, 1986

Topic of Article:
SEO
Diagram, SEO, Ranking Factor


This is can all seem a bit technical and. So it's important to examine each component in order to see how it works:

Itemscope is a shortcode for determining what sort of a thing you are examining about. It typically accompanies the itemtype shortcode which is for labeling your page/passage with reference to what it is about rather than the search engines relying upon the number and position of your catchphrases. In this case, we utilized the itemtype "CreativeWork" on the grounds that my web journal section falls under that class.

Itemprop is a shortcode for distinguishing the properties of that which you have determined an itemtype for. For instance in this code, I recognized what the properties of itemtype Creativework is about utilizing the itemprop="about". In English, we're telling the web index that this page is about CreativeWork and its regarding "All About Schema for SEO."

You could see a few itemprop codes inside this short set of words in light of the fact that we attempted to determine the properties the majority of the itemtypes to the extent that we could. We figured this may have a positive effect on web indexes. The more particular, the better. It's likewise more work. You can have countless itemtypes, itemscopes and itemprops.

Start Using Schema to Improve SEO

Schema can be integrated on online store product pages for better ecommerce SEO, as well as small businesses website for local SEO. The possibilities are quite limitless in apply Schema markup to your SEO practice.

Have you been using Schema markup for SEO? Have you noticed any positive changes in your keyword rankings?

Let us know in the comments section below!

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