While the reaction to your content off-page has become the critical determining factor when it comes to search engine rankings, your targeted keyword phrase should still appear on the page itself. And while there’s little consensus in this area, having your keyword combinations appear throughout the page copy generally helps search engines further identify the relevancy of the page for those keywords.
The good news is, copywriting best practices can create compelling, engaging content that also contains repeated keywords and phrases. You never want to sacrifice readability in the pursuit of rankings, but given that links are more important than on-page keyword repetition, you should never have to.
Here are a few tips for keyword integration in your copy:
The most important place your keywords should appear is in the title tag of the page. The nice thing about blogging software is that your post or page title will be automatically transformed into both title tags and either an H1 or H2 heading tag as well. Remember, your headline should wrap your keywords in a pithy promise that perfectly communicates what the content has to offer.
I’ve always found it useful to repeat the targeted keywords in the opening sentence, as long as it can be done in a way that is appealing to a reader and reinforces relevancy. Since many search engines use this initial copy as the description of the content, you want to make sure you are accurately selling the searcher on clicking through as well.
Another important place that keywords can appear is in subheads that aid the reader in navigating down the page. A resource that matches up well with the targeted keyword phrase will find natural opportunities to restate keywords in subheads, as an introduction to the next topical section of the page. Subheads are typically created using the H3 tag.
4. Related Words and Synonyms
Good copy should naturally result in words that are related to, as well as synonyms for, the keyword phrases you are after. Rather than mindlessly repeating the same words ad nauseam, assume that search algorithms are advanced enough to look for proper contextually-related words that support your targeted keywords.
One of the hallmarks of great copy is specific, descriptive words in lieu of bland general terminology. Specificity aids the reader by clearly demonstrating relevancy, allows for more dynamic copy, and provides opportunities to increase the general on-page keyword frequency. Make sure to employ your specific keywords when feasible within the context of the copy, rather than rely on generic wording.
6. Call to Action
Let us not forget that we want the reader to take some form of action that benefits us. Otherwise, what’s the point? Once again, your copy should conclude with a call to action that prompts the reader to travel down the path you desire. Is it to purchase, contact, subscribe or simply continue reading? Your primary keywords should naturally fit in with the next step you want the reader to take.
The key to good on-page SEO copywriting is crafting content that seamlessly integrates keywords in a way that doesn’t offend the reader. In fact, good keyword-rich copy should never even consciously alert the reader that keyword repetition is being employed for any reason other than his or her own benefit.
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