I’ve got an eye-watering statistic for you.
The first three sites on Google’s results page gobble up 66% of all search traffic.
If you want serious visitor numbers, your website needs to appear in those top three results!
The answer lies in cleverly crafted copywriting. It’s words that make Google take notice of you. I’ll show you how to perfect them. But before we dive into the 9 laws of SEO copywriting, you need to learn how Google’s algorithm works.
What Makes Google Tick?
Let’s boil it down to the simple facts. Google are looking for two things:
Google sends out crawlers to find out exactly what your website’s about. Obviously, they want to send people to the most relevant sites. To do this, Google are looking for keywords that describe what you do.
But, they won’t send people to any old website. They want to send people to the best website. So they’re looking for something else: your authority. To determine this, Google look for links to your website. If others sites are linking to you, Google can assume you’ve got something useful to offer.
Check out Moz’s chart that shows you exactly how Google prioritises websites.
So, here are you two goals:
- Lot of relevant keywords
- Lots of authority links back to your website.
Got it? Now let’s put it into action.
Law #1: Write Unstoppably Good Content
Let’s start with a simple fact: you can’t cheat Google (or, at least, not anymore). They’re the smartest company in the world; they can smell fake links and poor content from a mile away!
Your goal is huge, natural reach and popularity. Your goal is hundreds and thousands of shares and interaction. It’s links back to your site. It’s proving to Google that your website is worth visiting.
The trick is balancing SEO science (keywords) with phenomenal content that spreads like wildfire. Trust that Google is smart enough to spot fantastic copy and content.
Law #2 Keyword Research
This is the SEO science. Think of it like building the foundations of your site. Google can only rank your site if it knows exactly what you do. So tell them. With clear, defined keywords.
Start with ONE dominant keyword or phrase. That’s your primary keyword.
There’s an essential tool you can use to help: Google’s Keyword Planner. It’s hidden inside the AdWords program, so sign up, and hunt it out.
Start to search for some keywords in your niche. Let’s try ‘SEO’. The Keyword Planner will now show you some stats about the volume of traffic searching for it:
You can see the ‘SEO’ is searched 673,000 times a month, so it’s a strong primary keyword. Write down your primary keyword, we’re going to use it a lot in the following points.
Law #3 Use Long Tail Keywords
You’ll notice on the Keyword Planner, there are lots of other ‘related’ search terms. These are your ‘long tail’ keywords.
These are all the words and phrases around the dominant word. The idea is to capture people who are using similar search terms. It’s all about casting a wider net.
As you can see on our search for ‘SEO’, there are thousands of similar searches for ‘SEM’ (search engine marketing), ‘SEO tools’, and ‘search engine optimization’. These are your long tail keywords, and we’re going to put them into your copy too.
Law #4 Use These Keywords In Headers, Titles, and URLs
The first place Google looks for your keywords is your headers, your titles, and your URLs.
So, make it easy for them!
Make sure your headers, titles, and URLs are filled with keywords. The earlier, and more direct, the better. When it comes to headers, here’s a general rule to follow:
Primary keyword > Longtail keyword > Your brand name
Just make sure it’s still exciting and clickable. There’s a fine balance here. Take the title of this blog for example:
The 9 Laws of SEO Copywriting: How To Get on Google’s First Page
I’ve got the primary keyword right at the start (‘SEO Copywriting’), and I’ve got a long tail keyword following it (‘Google’s First Page’). BUT, I’ve also made it enticing, and intriguing for human readers.
It’s a fine balance of SEO science and great content.
Learn more about headers and titles: The 9 Secrets of Writing Irresistible Headlines (Used By All The Biggest Blogs)
Law #5 Write Looooong Content
Despite the internet’s desperate need for instant answers, Google actually gives preference to longform articles. Statistics show that articles over 1000 words consistently rank higher than 500 word articles.
Why? Well, longform articles tend to have more in-depth information. They have actionable and useful knowledge that searchers are looking for.
Longform content also tends to generate more shares, more links, and more authority. There’s also more room for keywords. Google can gather a better idea of relevancy.
Longform articles give Google what it wants.
Law #6 Link To Other People
Linking is all about creating a network of relevancy and authority. By linking to other useful websites, you can associate yourself with the right niche. It gives Google a big clue about what you do.
It also shows that you’re a good pool of information in your industry. It shows that you’d rather point people in the right direction to help them, even if means that visitor leaving. Google rewards websites that helps people find answers.
Law #7 Link To Yourself
Linking to yourself isn’t selfish, it’s good SEO practice! First of all, it helps Google get a better understanding of your site. By using your keywords as anchor text, you give Google another clear indication about your relevancy.
If you’ve linked to other sites in the same paragraph, Google will also see that you are associated. And that’s great for your authority ranking.
Lastly, it keeps people on your site and reduces your bounce-rate. Here’s why that’s important.
Law #8 Google Loves User Interaction
Google really cares about your bounce rate. And your ‘time-on-site’ stats. High bounce rates tells Google that users aren’t finding what they’re looking for. It tells Google that your website isn’t very helpful or compelling.
Use your copywriting prowess to keep people on your site. Keep them interested. How? With great content, lots of multimedia and plenty of inbound links.
Multimedia helps keep your readers attention. It breaks up long pieces of content, and adds value. It keeps people on the page. It keeps your time-on-site figures high.
Law #9 Encourage Sharing
The formula is simple:
The more shares you get, the more traffic you get. The more traffic you get, the more likely someone will link to it. The more links you get, the higher you rank on Google.
PLEASE READ! 2 Things You Should Never Ever Do In SEO.
Google change their algorithms regularly, and they’re getting smarter every minute.
But, please remember, Google knows when you’re cheating the system. And if you do, you’re going to get one hell of a Google penalty, which will kill your traffic dead.
So here’s what not to do:
1. Over-stuff your content full of keywordsKeywords are essential, but trust Google to gauge your relevancy. Throw 20 keywords into your introduction, and you’re getting a penalty.
2. Fake linksThe internet is rife with companies that will sell you backlinks. Just. Don’t. You can spot a fake link from a mile off. And so can Google.
Welcome to the first page of Google, friends! Have you got any more tips that have helped you boost your SEO? Please feel free to share them in the comment section.