SEO Keywords are Your Topics
Is it your time to put SEO keywords into your web pages?
The tricks to good DIY copy are to know which SEO keywords work in your industry and know where to put the keywords. The best place to learn about Search Engine Optimised copy and web pages are to look at larger companies. Find out how the professionals combine appropriate language with topics that buyers (consumers or leads) recognise.
Even if you do not plan to write your own SEO copy, having the knowledge of “on-page SEO” will prevent you from being taken by SEO scams.
The idea of SEO keywords have become more sophisticated over the years. If you place the words your customer uses into the correct locations in your web page, your page will be sorted into the correct categories. For those of us old enough to remember libraries with card catalogs, you are doing the same cataloging but in an online format.
Years ago, I saw an excellent example of on-page Search Engine Optimisation (SEO) on Westpac Bank’s website. Look at how this Australian bank makes information on self managed super funds (self managed retirement investments) easy for an ideal customer to find.
Where to Put SEO Keywords
Before you start writing, use 1 to 3 of your SEO keywords in an outline. Find 1 to 2 pictures that fit your topic. Put your keywords into the:
- Web page title and subtitles (formatted as Heading 1 and Heading 2)
- First 1 to 5 sentences on your page
- In the URL (web address for your page)
- In the Meta Description (170 character summary of your page)
- In the file name of the pictures on your page
Think about why your ideal customer buys from you. When he or she lands on your page, what do you ask for? Write phases, questions and sentences to:
- Explain why that ideal customer wants your product or service
- Asks him or her to take the next step to get your product or service (Call To Action or CTA)
- Provides 2 to 3 links to more information related to your product or service (internal links)
1. SEO Keyword in the Titles & 2. First Sentences
3. Web Address (URL) & 4. Summary (Meta Description)
5. SEO Keyword in Image File Name
Your Ideal Customer’s Words
Choose keywords that your customer uses, even if the keywords are not accurate. If you are particularly bothered that your customer uses the wrong terminology, use this page as a chance to educate your customer. Using both the customer’s words and your corrected words may help you get indexed for both terms.
Google and Bing are machines. They tend to pattern match starting with the most literal spellings (and misspellings). Take a look at the repeating words on Westpac’s page
- DIY Super
- DIY SMSF
- Self Managed Super Fund
Ideal customers are the people you gain the best business from. Either they are the most profitable type of customer, the quickest to buy your product or the highest volume of people you work with. If you have multiple types of ideal customers and they have different reasons why they buy from you – learn each group’s “lingo” and “why.” Choose the words and pictures that fit a single customer and write separate pages for other customers.
Asking a Customer for a Sale
Writing the SEO keywords too many times in the copy looks creepy or childish. Notice how Westpac’s web page transitions between the reasons why a customer wants a SMSF, related topics like fees and gently asking the customer to buy?
Sit down with a thesaurus and pick action words. Start statements (not full sentences) with these verbs. Notice how the copy implies “you” before the verb? These are “Calls To Action” (referred to by marketers as CTA).
- Self manage …
- Take control …
- Call us …
- Open a …
Think about your ideal customer’s next questions like, “How much does it cost?” Customers will likely want to know what their other options are or how to compare your product to other products. Use these questions to write supporting pages around these related topics.
The SEO keyword does not need to be embedded in your CTA or your supporting pages. In fact, you gain additional readers by setting up your related pages around SEO keywords that are not the focus of this page.
1. Your Ideal Customer’s “Why”
2. Call to Action
3. Sharing Related Information (Internal Links)
Learn SEO Copywriting
Many people can write the best copy for their own business. The SEO copywriting is not difficult, but parts of the work are detailed. You might wonder how to find your customer’s keywords. Or, you might want to combine your SEO web pages with an advertisement or social media campaign.
There are lots of “experts” selling self-lead courses and instructor-led webinars. I recommend an online, instructor-led webinar. Here’s why – most people don’t finish the self-led courses and the interaction with the instructor helps motivate you. The instructor can customise explanations to fit your industry, too.
If you want to ensure you finish the self-led course, I urge you to partner up with 1-3 people and do the course together. Keep each other committed and accountable (like a Mastermind Group).
SEO Copywriting Courses
Copywriting Master Class
Online by Belinda Weaver
In-person in Australia
The Clever Copywriting School
Online by Kate Toon
Content Marketing Institute
Online by multiple instructors
Don’t have time?
Don’t have time to take a SEO copywriting course? Busy and need a few pages written with your SEO keywords?
Recently published SEO writing for travel and consumer services. Also writes copy on Australian industrial and management topics. Penny has a worked with business development, HR and mining jobs.
Australia: +61 411 220 592 / (08) 6102 5141
Agency copywriter who will introduce you to a full-service digital agency. Get Liz’s on-page SEO combined with agency ads, landing pages, email marketing, blogs, graphics and code.
Shauna McGee Kinney
I write Search Engine Optimised web pages for engineering, construction and software companies. Work in collaboration with me, edit my SEO copy or ask me to train you to edit your existing website. My contact details are at the top right and bottom.