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Keywords and Copy Optimisation for SEO

So you’ve got a fancy new website with loads of cool animations, but how do you get your content ranking? Here Katie Gee, a Project Assistant at Lattimore and Friends, walks us through how to optimise everything from a page’s meta title to keyword targeting.

1: Identify your target keywords

Break down what keywords you’d like to target; you should have a different set of keywords for each page. These are referenced as ‘Core Tier’ (1) and ‘Supporting Tier’ (2).

2: Optimise your page meta-data

When you’re happy with the keywords you have identified, you want to ensure these core keywords are included within your pages copy, H1, title tag and meta description, across each specific page. This aids in signalling to google what your page is about, improving your ranking within the googles index for the keywords you’ve chosen. 

  • Title Tag (72 Characters or below): HTML specifying your web page title. This is displayed as part of the search snippet on the search engine results page (SERP). 
  • Meta description (150-160 Characters): The small blurb appears under your website and includes information about your page. This brief explanation of your pages content aids in helping Google know if it should rank for a particular search query and how relevant it is for different topics. 

H1 (20-70 Characters): Your page heading is classed as a significant ranking signal by Google. Within this, you want to prioritise your target keywords for the page.

3: Optimise the primary copy

Using your keyword list, you want to ensure both core and supporting keywords are included throughout the copy. You could find this has happened organically if your keywords are correct. Usually, around 500 words or more, including your target keywords, is suitable, but the more concise, the better. However, we want to avoid keyword stuffing.

Tips on avoiding keyword stuffing

  • Consider the reader; your copy needs to be coherent and flow. If a keyword doesn’t work in the sentence, remove it. Ask yourself- does this sentence/ section make sense, and is it adding something to your page.
  • H2’s and H3’s help structure your page and establish hierarchy; use target keywords in sub-headings as much as possible but do not duplicate headings.
  • Run your copy through a natural language processing tool, and you want the same relevant terms appearing as top keywords. 
  • Synonyms are sexy and reduce repetition; we want variation as it’s vital for making your copy engaging. Synonyms/ related phrases in SEO helps Google understand the context of the pages. In turn, this increases ranking opportunities.

Additional optimisations

  • Use FAQ’s on your page to target featured and People Also Ask (PAA) snippets.
  • Link, link, link. Link between related pages using target keywords as anchors. 
  • Calm down with the CTAs. They lose impact when overused. 
  • Use imagery and subheadings to keep your content engaging. 
  • Do some research, look at who’s ranking in the area you wish to target, and work out why. 
  • Think about search intent and the motive behind the user’s search. You want your page to include keywords in line with the search intent for the targeted topic.

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