20 SEO Copywriting hints

April 28, 2008 // seo

1. Research your keywords – use online tools to check search volumes and competition. The higher the search volumes the harder it will be to rank well, but the more traffic you will get if you rank well!

2. Make sure your page content matches your Title descriptions and Meta data. The titles and Meta data should be as accurate as possible to describe the content.

3. Ensure your H1 tag contain your most desired keyword.

4. Make your H2 and H3 tags contain other important keywords that perhaps you could receive long tailed traffic from (must be relevant to industry).

5. Highlight occasional keywords and phrases in bold to add emphasis for visitors.

6. Look at your source code, see what content the spiders will see first and add value to this content, for example; if it’s a link – add a keyword / phrase, if its copy – add keyword or phrase to sentence.

7. Add keywords to your link descriptions within text copy, avoid “click here” and “read more” descriptions, but again make it relevant to the destination.

8. If you use any references to external websites also provide a link pointing to the source, this adds credibility to the content.

9. A sales page will not help you rank for a keyword, be informative and provide good detail on a page, include a click to action to your sales page if necessary.

10. Do not over use keywords in your individual page content. I have seen pages include a 3 keyword phrase more than 30 times on a single page and be placed 3 pages behind websites with 10-15 keywords on.

11. Make your content readable for your users not just the spiders, after all it’s the users you want to impress.

12. Include your targeted keyword and phrase in the first sentence – although there is no real proof this helps I personally believe it does.

13. When writing around images or using images to backup your copy, give an accurate description of what the image is for or what it refers to.

14. Be sure to add your companies address on the site, either on the contact page or elsewhere.

15. Don’t use text under 8pts to write your main copy – no one enjoys squinting (yes I know my text is quite small).

16. Use recognisable fonts – not everyone has the same font’s as you!

17. Make sure you don’t duplicate content throughout the website; each page should be unique, excluding the navigation etc.

18. Include keywords in Alt descriptions of images but don’t stuff them silly people!

19. Use http://validator.w3.org to check your website once the copy is added.

20. The best way to write good SEO friendly copy is to use your common sense more than anything. Be your own judge on what you think visitors will want to see, at the same time remember that spiders and bots do need to see your target keywords to make you visible in the searches!

Matt Ridout

About the author

My name is Matt Ridout, I've been working in digital marketing for 9 years; worked for agencies and currently Head of SEO at fashion startup called Farfetch. Try to test my own theories.


  1. lots of stuff to look out for. I’ll take the time to go through youir other posts. Hope to learn more.


  2. Good points, Matt.

    Re:#14, it’s good practice to always have your address and contact info visible on every single page. Just like the “call to action” thingy.

  3. These are awesome tips! Thank you for sharing! I will surely have this tips handy..^^

  4. Awesome tips! I’m definitely going to have to revisit a few sites and apply some of the knowledge! The validation tool is a must-have tool. I added you to my Blogroll.

    Thanks again!

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  8. hey

    thanks for tints

    will keep that in mind and try to use in practice


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  10. Matt, great stuff, fella!

    I’m sure you’ve written about each of these points individually before, so why not add in some links to each?

    Then you’d have yourself a golden article, which people will really want to share!

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  12. Some excellent tips given for beginners.It has really helped me as I’m a copywriterc and get loads of SEO articles to be written.

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  14. Your hints are right on target. They are simple and concise enough that even seo newbies can grasp the ideas… I couldn’t agree more with the no.10 & 20 tip. SEO Copywriting means writing and catering to your readers’ needs, yet also strategizing to be noticed by googlebots. Spamming your content leads to nowhere.

  15. Thanks Matt, your angle is very special in some points.

  16. Fantastic list of tips. I think tip 10 is one of the most important. It is very easy to overuse a keyword and suffer in rankings as a result.

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  18. Very good article that once you make it very useful for me. Nice to meet you.

  19. hi

    very useful article that you have given

  20. Great tips, I hate copywriting so this should really help

  21. Wow… These are all excellent little tips. I run a SEO company and I already using most of them but it is really worth an effort to put them all together and several people can benifit from these tips.

  22. Really good tips!
    Extremely handy and easy to apply.

  23. Great tips. Now just have to implement some of them.

    But thanks again.

  24. thanks for the tips. Really need to change and go through our images to name them properly as in your point 18.

  25. alt images one is a very important one as it adds extra keywords without ‘adding’ them

  26. I loved these tips! They are easy to follow even for a SEO newbie…

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