How to write SEO-friendly copy

Content is at the heart of search engine optimization.

Google search engineToo many SEO professionals over-emphasize how robots will interpret the content of your website, whereas humans should be the real focus. User-experience should be at the heart of every SEO plan.

After focusing on quality content and compelling story-telling or info-sharing, there are a few guidelines to take note of.

  • Ensure that your content and your keyword strategy are aligned. Don’t cram keywords into your story or content, instead focus on building a content strategy ¬†that is in harmony with your keyword strategy.
  • Consider using schema microdata and harvesting structured data, which will contain SEO benefits
  • Use keywords and key phrases naturally within your copy.
  • Use title tags to provide priority over key phrases within your content: H1, H2, H3 and so on…
  • Reference content within your site from other pages using links. Internal linking should utilize your keyword strategy, but it should be designed for humans
  • Plan your website’s hierarchical¬†information alongside your marketing strategy: Your website should be designed with a deep understanding of your keyword strategy and the kind of content your site will have on day one and in the future.

Basics of SEO

Of course remember to focus on the basics of SEO as well. The following is not an exhaustive list of tactics, but simply a few pointers or common mistakes to remember not to make:

  • Do not spam
  • Remember your ALT tags
  • Unique page titles that accurately describe the contents of your page with your keyword strategy in mind
  • Don’t hide text in images–free text from them
  • Make the important stuff prominent
  • Include keywords in your copy
  • Remember to create both an internal link strategy, alongside your external links
  • Disavow bad links
  • Clean code and fast load makes for a happy Google bot
  • Align your page title and headers
  • Don’t spread yourself too thin… Focusing on too many keywords can kill
  • Don’t buy “follow” links or you may pay the price of Google’s quality audits
  • Advertisements, sponsorships and paid links should use rel=”nofollow”
  • Content is the key: focus on quality

The guidelines above are not exhaustive. (Yes, we need to repeat that.) The core principles of SEO are quite simple, but like any marketing strategy, as you focus on refinement and growth, your plan may grow in complexity.



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Ironpaper is a B2B marketing agency and lead generation agency. Ironpaper integrates design, technology and marketing for the web to drive meaningful results for clients. We are based in New York City and Charlotte, NC.