Copywriting for the web means structuring your text for search engines like google and bing. A google bot and other web crawlers crawl the web by following links from one page to another to find content that matches a keyword or phrase. These are then ranked as snippets for the user to scan.

A snippet looks something like this in a search engine


Guidelines for choosing a focus keyword

  • Choose one focus keyword or phrase for each page or post you write.
  • Make sure it is specific to the subject of your post/page and different from other posts/pages.
  • Check how it performs in search engines before you start writing.
  • When you are happy with your focus keyword weave it into the structure of your text.

Guidelines for structuring text

The focus keyword or phrase for this post is ‘Copywriting for SEO’.

The focus keyword appears:

  • At the beginning of the title (Heading 1)
  • In the url
  • In subheadings (Heading 2-4)
  • In the first paragraph
  • In the main body of text (keyword density)
  • Images: the filename, title and alt tag for images should contain the focus keyword. (Set these in the WordPress media library).
  • Include inbound and outbound links

The structure of your post or page should end up looking something like this (I’ve used latin text as placeholder text):

Guidelines for text structure (Download the PDF)

Measure for organic success

Keep an eye on how your post or page performs in search engines.

Yoast & Squirrly provide WordPress plugins which provide a host of free features to help you deliver on your search priorities. Plugins can upset some of your WordPress theme features so check the plugin is compatible by first testing it with your theme.

This post was written for a workshop on Copywriting for SEO.