The SEO copy that you choose can make the difference between your website ranking high on a search engine results page, or never reaching the eyes of your target audience. Compelling on-page SEO copy will include specific keywords and focus on a particular topic that provides value to the reader. It will also be enticing for the searcher to click on when your headline pops up on Google. Here are a few ways to do that.
What is your audience typing into the Google search bar? What query will ultimately (hopefully) lead them to your website? Keep this in mind when researching which keywords to include in your copy.
If you have no idea what these phrases are, don’t worry. There are plenty of keyword research platforms, like Ahrefs or Google Keyword Planner, that allow you to type in one keyword in order to pull up other potentials. For example, if you’re a car mechanic, your results might look like this:
Now that you have an idea of what keywords to start including in your content, it’s time to consider what that content actually is. Create a list of topics that you think your ideal audience would be interested in.
Sticking with the example of a car mechanic, your list of content ideas might look something like this:
- How to Find the Best Auto Mechanic Near Me
- Do I Need Transmission Repair?
- The Most Common Car Repairs Drivers Need
You get the idea. Take an existing keyword and think of what kind of search a consumer might make that would involve this phrase. Your content shouldn’t be self-serving, however. You want to provide value to the reader by offering advice, helping them solve a problem, or otherwise providing them with useful information that will benefit them.
When scrolling through the options in a search engine results page, the first thing your potential audience will notice is the headline. This is one of the most important components of your on-page ranking, and should have some thought put into it.
The more relevant that your headline is to the user’s query, the more likely it is to pop up. So include your keyword within the title tag of your chosen platform. Just make sure to keep it natural and succinct – the best headlines are typically around 70 characters.
Whenever possible, try including a call to action at the end of your article. Don’t be afraid to ask for what you want, whether it’s signing up for your email newsletter or signing up for a complimentary consultation.
Include a link to spots on your website where they can learn more about your services, call out your social media channels, ask them to leave a comment, pose a question – anything that probes further and encourages them to reach out. You’ll see your engagement grow.