How to write for Search Engine Optimisation

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Search Engine Optimisation (SEO) has to be one of the most talked-about aspects of online marketing. Search engines, for example Google, have unique processes for deciding on which web page appears first in their lists of search results.

There are many technical ways of improving your position on this list but two of them relate specifically to copywriting:

  • Keyword optimisation, and
  • The hierarchy of content on a web page.


When somebody searches online, one of the ways that a search engine knows that your page is relevant to the search requsest is that the same words appear on the web page as in the search term that was used. Therefore, the more frequently these ‘keywords’ appear on a web page the more relevant that page will be to a search engine for the query that was made.

Content hierarchy

Another way that a search engine identifies relevant content is by analysing content areas on a web page. Some areas are valued above others in terms of importance. For example:

  • A searh engine considers the main page header (the H1) to be more important than sub-eaders (H2, H3 and H4).
  • Similarly, it will consider sub-headers to be more important that a paragraph of body copy.

Therefore, if your chosen keywords appear in these important places, such as in your page’s main header, a search engine will see the page as more relevant for search queries relating to that keyword.

To refine your style of web copywriting, answer the following questions:

  1. What is the purpose of this platform?
  2. Who is the audience?
  3. What content do they want?
  4. What action do you wish them to take?

How to write for your website

Your website is the public face of your brand and therefore needs to contain content that is both general and informative. It has to appeal to people who know ofthing about your company but who are looking for a solution to a problem that your product is designed to solve.

Your website also has to provide valuable content for those who already know your offerings, since it is extremely valuable to encourage repeat visits. Think of your website as your office’s reception: what do people need to find and learn?

Your website will consist predominantly of short copy that is written to encourage an action. Remember that your home page is your first, and possibly only, chance to make a good impression. A visitor who arrives on your page wants to know exactly what is available and what is valuable on your page. This means that you need to pont them directly to the best content. This is a vital part of creating a smooth user experience.

Your contact page

Make sure that your contact page is kept to a minimum by displaying your details clearly and separately. Don’t include any text which is not directly related to your contact details. This page must be as thin as much as possible.

Your navigation

This is the row of links at the top of your page, which takes visitors to other parts of your website. The row must be extremely clear and obvious. Try to avoid obsure page titles as your visitors are much more likely to leave your site as opposed to spending a long time browsing for what they need.

Your about page

Customers who visit your aboutr page are usually looking for two types of information:

  1. Your business credentials, as well as
  2. Your company’s history.

Provide both by providing a brief summary of your origins and services (don’t go into too much detail here  – save it for a dedicated page) and also include a lengthier but non-compulsory story of how your business came about. Using a personal angle is engaging and demonstrates that you are real, trustworthy person to do business with.

Get in touch with the Digital School of Marketing

Want to know more about web copywriting best practices? If you do then you should really do our Digital Copy Writing and Content Marketing Course. For more information, please follow this link.

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