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The Ultimate SEO Guide: More Than Just Website Copywriting

If you manage a brand or are a marketing manager, you’ve surely heard the term Search Engine Optimization (SEO) before. SEO is often used to measure a business’s organic presence in a search engine and across multiple platforms, usually i

Author: Michaela Price

September 22, 2020

If you manage a brand or are a marketing manager, you’ve surely heard the term Search Engine Optimization (SEO) before. SEO is often used to measure a business’s organic presence in a search engine and across multiple platforms, usually in Google. 

Creating a stronger brand presence in Google is as easy as increasing your SEO. But how do you do that? While it may sound easy to increase your SEO, almost all of the work is done behind-the-scenes. Let’s dig in. 

Does SEO Keyword Research Matter? 

Before you can even consider updating your website or another digital listing, you need to do some research. Find out what keywords or phrases your customers are searching for. Are they searching for just a product or are they searching for a service-based business to install the product? What words are they using to find products or services like yours? You can use third-party tools to help you do this. By researching keywords, you know exactly what to add to your website so Google knows your relevance compared to your customer’s search.  

Competitor Keyword Research

Discover the keywords that are important to your industry. Researching your competitors allows you to gain insight into which keywords they think are important. Use those target keywords by listing them in website copy, using them in your Google My Business listing, or even advertising on them. Each of those areas are factors that Google considers before showing a listing during a customer search. 

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On-site SEO Optimization 

Now that you’ve learned what your customers are searching for, it’s time to put this information to use on your website. On-site search engine optimization is exactly that—it’s optimizing all content, links, backlinks and code-related words to more relevant keywords. On-site SEO aids Google in knowing that you are a reliable source for the keywords you’re using. Here are a few specific areas to make sure your relevant keywords are used in:

  • Page titles and meta titles (Include your location in your meta title to show up in Google maps for local listings.)
  • Headlines and other H1 content
  • Subheadings 
  • Image file names, descriptions and alternative text (alt) tags

On-site Linking and Backlinking

While it might seem like common sense, you’d be surprised how many businesses don’t link back to their own relevant content. On-site linking and backlinking to other relevant sites are yet another way that you can establish credibility with Google. Any time a new page of content is added to your website, look for ways to link to other relevant content on your site. For example, if you have a product-specific page, link back to a product overview page. When linking, use keyword relevant copy instead of just “click here”. 

When it comes to backlinking, there can be other sites that have more “credibility” on a topic or product so make use of them! If you install a product, like Kohler generators for example, make sure to link to their site. Hit two birds with one stone by linking to that company in your page copy and also writing a blog about those specific generators. 

For more detailed information on copywriting for SEO and backlinking, view our “How to Write Copy for SEO” blog post. 

Off-site SEO

You guessed it. Similarly to on-site SEO, off-site SEO is based on any digital listing related to your business that is not your website. Once your website is optimized for targeted keywords, follow a similar process to update other digital listings: 

  • Google My Business
  • LinkedIn
  • Facebook
  • Yelp
  • Other partner agency listings 

Add in any relevant product or service areas, include keywords in the bio sections, and add links where pertinent for maximum results.  

SEO Results 

As you are updating your digital presence it’s important to take note of the changes that are happening. Before making changes, view where your site and other listings rank in Google. Then take inventory as you update each area. These changes most likely will not produce fruit overnight but will compound over time. 

Remember, as you begin to level-up so will your competitors, so this search engine optimization process is not a one-time fix. This process will be repeated often to maintain maximum relevance to your customers. 

As some have experienced, it’s easier to get to the top than to stay there. The same is true with SEO. Download our free SEO Cheat Sheet to start reaching more of your customers. 

Download the SEO Cheat Sheet

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