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Welcome back! In today’s video post, Heather elaborates on SEO copy editing, specifically addressing how to edit your existing content with keyphrases to drive more search engine traffic to your website. As you may recall from last week’s discussion about SEO editing versus copywriting for SEO, keyphrase editing is a smart strategy for longer “information”-type pages that aren’t crucial to the sales process, such as articles, FAQ pages, old blog posts, and even press releases.
Here are the highlights:
Most of us encounter content that isn’t necessarily optimized for the search engines when it was originally written and uploaded. Our job is transform that content with keyphrase editing to make it more specific and relevant, both for the reader and for the search engines. How, you ask?
Look for “opportunity blurbs” within the copy. A classic example is the common blurb on products pages that simply states: “All products will be shipped within 24 hours.” This is a prime opportunity to insert the keyword “gift basket” so that the copy reads: “Your personalized gift basket will be shipped within 24 hours.” Viola – the content hasn’t changed, the message is the same, but you’ve leveraged the bland copy for both search engine and reader appeal by adding the keyword.
An important side note is to avoid stuffing the copy with keyphrases while editing, just as you would if you were writing the original page. Read it aloud, and if you’re hearing “gift basket…” multiple times, that means you’ll want to tone it down a bit.
Specific guidelines for SEO copy editing are:
• Concentrate on two or three keyphrases per page of copy – it helps you to better focus and hone the content
• Be sure to use your keywords in the headline
• Consider using subheadlines containing your keyword/s, if the content is long enough
• Use keywords in your hyperlinks – liven up that generic “learn more” link with a keyword that naturally fits
• Use keywords when linking to related products and services pages – a FAQ page may link out to a blog post that goes into more detail about a product or service