SEO Copywriting Tips for B2B Copywriters
At a very high level, SEO is comprised of linking, on page/meta data content and other website mechanics (e.g. redirects, trusted URL, etc.). This post speaks to the page content element that B2B copywriters need to know.
Start by examining your keywords…
Many B2B companies underestimate the importance of this exercise. From a marketing standpoint, nailing your keywords and phrases is the foundation for your online marketing communications and content strategy. If you need to coach your marcom team on how to develop effective keywords, here’s a link to one of my newsletters on keyword selection where you can download a worksheet to help you decide on the most effective keywords. Make sure you vet your keywords and phrases through a keyword tool such as Google or Wordtracker.
On-page SEO copywriting…
Optimize your website pages for the keywords and phrases—and not all on one page. Group your keywords and phrases so that any given page is optimized for 3-5 keywords. Make sure that your meta title tags and description include the 3-5 keywords/phrases for which you’re optimizing a given page. For more about on-page SEO copywriting, see my article on boosting natural page rank.
Natural SEO copywriting works for blogs too…
Apply these same rules to your B2B blog and watch page visits increase. Include keywords in your blog titles for two reasons… one, it’s good for on-page SEO; and two, the keywords in the title usually become part of the URL (especially if the keywords come at the beginning of the title). That means another boost for natural search.
Then, make sure the keywords in the title are also in the body of the blog. And if your blog post is lengthier (500+ words) break it up with H2 or H3 header tags that include a keyword if possible. But remember, keep it natural. Don’t force keywords in at the expense of good copywriting flow and tone. Start with good content and then see if you can work in a few keywords while keeping the tone and flow natural.
Connect with SEO experts…
Follow them on Twitter and subscribe to their blog posts. I’ve started a Twitter list of SEO folks so go to @copywriter4u/B2B-SEO-pros to follow the list (it’s not comprehensive by any means, but gives you a good start). The following websites have SEO news and information to which you can subscribe:
Again, there are many more resources on SEO. I culled the list above as I was learning SEO copywriting and thought you might find it helpful for starters. If you have other resources feel free to add them here.
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