SEO Copy Masters

The content of your web page goes a long way in driving traffic to the entire site, and this is one of the signals used by Google in ranking websites in its earch results. In as much as some content don’t actually look great at first glance, Search Engine Optimization (SEO) copywriting can actually make yours stand out from those in your niche.

Creating content that helps optimise your website to rank higher on search results is what SEO copywriting is all about. You might have great content but it still won’t be displayed on the first (or second) page when internet users put in queries related to what’s in the content. But with a little tweaking, your product advertisement or blog post will always pop up when users search for similar content.

In 2017, you will have to keep SEO in mind when copywriting because content is what drives traffic to your site and developing your SEO copywriting skills, and updating to optimize your old content will boost your rankings on search results. Always ensure that your content is engaging, readable, and easily noticeable by search engines. This way your page can be amongst those on the first results getting 33% of the traffic on Google. Even if you don’t there, you can still move up a notch.

Writing Engaging or Compelling Content in 2017

Best Content

SEO copywriting majorly means you have to create content that either engages the consumer or compels them to follow certain instructions. Search engines like Google, take note of the number of outbound links from quality websites that lead users to your page – which also increases your link juice as multiple people click on it.

Furthermore, keyword research helps you get competitive high-ranking keywords into your content when you’re copywriting for SEO. When you have targeted words in mind, it will help you create a great piece of content. Although, you get ranked easier with low competition long tail keywords (for starters) but keyword tools like Google, Answer the Public and Word Stream can help you get the right keywords and phrases with low competition. A website without much traffic or subscribers should use long tail keywords in its content to help widen the brand’s online presence.

You also need to research a lot on the topic you’re writing about before you even commence. This way, you can convert new visitors and keep existing users coming back to your website. Everyone wants to visit a site where they can get information that will be helpful to them, not just any mediocre content that was probably taken off a book or other competitor’s page.

While creating your content, also look for attractive images, videos that speak more on the topic and an eye-catching title (and subtitles). These titles are mostly what search engines display in their results, so people tend to click on yours when it is catchy enough and looks like a solution to their queries. Therefore, the right structure, media files, keywords and outbound links goes a long way in improving your SEO copywriting.

SEO copywriting in 2017 has moved on from the old fashioned method of dumping paragraphs into your content like you’re writing an essay. Digital content shouldn’t be written same way as print is done because readers examine and glance through it differently from how they will read novels or newspapers. Break up your document with subtitles if you want to a reader to easily skim your page while looking for information that’s relevant to them. Besides, shorter paragraphs are also attractive as compared to longer ones. Ensure that the font you write with is also bold enough for readers to see.

While writing, you also need to make the content seem like a conversation. Words like “you” makes the reader feel like you’re talking to them. Sound casual or formal when necessary and maintain it through out the content. For example, you wouldn’t want to use casual slang terms for content directed at business minded professionals. Don’t try to sound promotional as it will make visitors “bounce off” your website. Try to appeal to their emotions but don’t force it either. People want answers to questions, so you can also include some into content and it will display on search results when readers put in their queries.

SEO Copywriting for Rankbrain

Google’s Rankbrain is like machine learning used for processing large amounts of quality content to data which can be understood by their algorithms and the devices readers use for search queries. The Rankbrain tends to encounter queries it has never seen before, because 15% of search queries on Google are relatively new. It then makes a guess of what the user is looking for with the help of similar content or queries.

User Experience displayed on screen

Since the launch of Google’s Mobile first index, phone and tablet users have all penetrated the internet and increased the volume of queries. Therefore, when a user types in a query, the Rankbrain determines the search intent and provides results based on what it already has in its database.

SEO copywriting for Rankbrain has been made a lot easier because Rankbrain can provide results in any language – from Hindi to Spanish and English. Before Rankbrain, Google always had to constantly update and alter it’s algorithms to help make rank websites better in its search results.

Therefore, you can now write without cramping up keywords on every sentence – thanks to this new Google’s machine learning. Focus on using keywords when creating resourceful and high quality content without keeping search rankings alone in mind, because your content is still likely to be displayed if searches related to it are put in by users.

Including internal links to your content also has a way of improving user experience and optimising your website to rank better on search results. You can now write better and add a few long tail phrases that will direct even visitors that use voice search.

As Rankbrain tries to decipher your reader’s intent, you also need to write with that in mind as well. This means that you need to work on your metadata (information that search engines’ mathematical algorithms see but don’t really appear on your web page). In order to drive traffic to your site, you will need to optimize your metadata by improving your SEO copywriting methods.

Generally Improving your SEO Copywriting

Properly blend the outbound links on your page. Links shouldn’t always lead to other sites especially when you have related articles on your site. This way, users are likely to stay on your website and even visit more often – reducing bounce rates.

Misplaced punctuation marks, typographical errors and grammatical mistakes aren’t the only issues you can have with SEO copywriting. When a word is used too often, phrases not aligning with the topic or unnecessary lengthy jargon been included in the content, it harms your search rankings. If you wish to focus on the copywriting, you can get a good editor to “clean up” your posts before you publish.

You can quote an expert to add authority to your post. Back it up by linking to the page where it can be found. If you have to repeat certain important information in that same piece, you have to find subtle ways to include them without sounding repetitive.

Finally, you will have to cultivate, improve and master your SEO copywriting skills if you wish to expand your online presence. Better still, you can hire an SEO copywriting agency to help.




The introduction of the Panda algorithm has been seen as a positive change for some sites and negative for others. If a site has low-quality articles, published purely for search engine ranking purposes, then Panda is going to present a problem. However, whilst Panda has been highly effective at identifying higher quality sites and rankings, it can occasionally penalise a site incorrectly.

If you find that your site has been dealt a penalty by Panda; the best thing you can do is remove the offending article, then follow this guide to keep the site in compliance with the algorithm’s rules.

Write high-quality content

It may be the most common tip, but the importance of writing high-quality content cannot be overstated. The better your website’s content quality, the better your subsequent search engine ranking will be. When writing your material there are a couple of things to keep in mind:

  1. Write longer articles – Retaining the quality.
  2. Write to inspire – Keep your style unique and personable.
  3. Write to solve problems – You want the reader to enjoy the article and find answers.

Make sure you know who your audience is, and what they are looking for. Ensuring that your content is niche specific will go a long way in helping you avoid a Panda penalty.

Remove low-quality items

If high-quality content bumps you up the ranking and increases site traffic, then logic dictates that low-quality material will do the opposite. The worse your written material is, the more likely you are to be penalised by the Panda algorithm. Google is currently taking low-quality SEO writing very seriously and they will drop your site’s page rank or worse, remove your site completely from their listings if you are a regular culprit.

Make sure that you take full advantage of your Google analytics and thoroughly check every article being published on your site. If you see anything with more than an 80% bounce rate, it either needs to be heavily edited or completely removed.

Items you should remove to keep from a Panda penalty

Remove copied content: If you have any copied articles on your site, they should be removed immediately.  Once the content is deleted, don’t forget to use the robot.txt file to stop bots from indexing old or unnecessary content from your site.

Learn basic SEO optimisation: If you truly wish to make sure your site receives a high ranking, you need to keep on top of SEO trends. SEO is a living, evolving thing, which is always developing with new search engines – it’s imperative that you keep up to date with these new expansions and incorporate them into your website’s content creation process.

Use a friendly theme: Make sure that your website theme is clean, user-friendly and SEO optimised. You also want to pay close attention to loading times (take a close look at widget scripts, as they can often take a long time to load). If your website appears too cluttered, or visually ‘noisy’ or suffers from long loading times, then readers are not going to return.

Build backlinks: Building your backlinks has always been an important part of building your ranking on Google – this hasn’t changed. However, you need to make sure that you’re not spamming other sites. If the Panda algorithm notices anything resembling spamming activity, then it’s likely that your website will receive some sort of penalty.

Always remember that Panda is just a set of rules that Google developed to encourage quality websites, and cut down on low-effort websites, lacking in substance. No type of SEO content writing is ever going to be perfect, but following these basic guidelines can massively improve the quality of yours.

Always make sure you keep your site as natural and appealing as possible – it can be overwhelming to write directly for bots that crawl websites, so it’s best to focus on a few SEO rules, whilst keeping the majority of content interesting and informative for your actual audience.

SEO is perhaps the single most used word in the online marketing world over the last couple of years. It is now common knowledge that any online business that is serious about making more conversions must be able to produce good copy for their landing pages, as well as their blog posts.

Copywriting that is good for SEO is about producing smarter content. SEO is considered by some, such as Copyblogger, to be the most misunderstood topic online. However, others like Neil Patel don’t quite agree, insisting that SEO copywriting is not complicated once you know what to do.

What makes SEO complicated in the first place? The problem many content marketers and bloggers have to deal with is they are required to produce content that appeals to readers as much as it does to search engine algorithms. You must understand that the more important factor is those who are expected to read your content. Search engines are particular about putting the right content in front of users, so it only makes sense that you make sure your content is useful to people.

SEO copywriting is all about creating content that both persuades readers and ranks well with search engines. If you implement the tips in this article, you can be certain to see results in good time, as long as you are consistent. But before we dive into how you can improve your SEO copywriting, let’s have a quick at what SEO is.

What is SEO?

According to Search Engine Land, search engine optimisation or SEO refers to the process of getting traffic from the search results on search engines, which are referred to as “natural,” “editorial,” “organic,” or “free.” Essentially, SEO is about making sure you are visible on search engine result pages (SERPs) by ranking as high as possible.

What is SEO copywriting?

Before we answer the question about what SEO copywriting is, we must consider what copywriting is about. Regarded as both an art and a science, copywriting refers to the creation of content that encourages the reader to complete an action, which could be to take a test drive, subscribe to a list, or buy a product/service.

SEO copywriting on the other hand, as puts it, is “quality writing. Period.” It involves producing content that is valuable, persuasive, and useful, while targeting specific keywords in a bid to encourage people to happily share it cross social media. When they do that, the relevance and authority of your content increases, as does your Google ranking for your keywords of choice. So, how do you up your SEO copywriting game?

Tip 1: Make your headlines magnetic

Great headlines are a must if you want to make a killer first impression and get your content read. When you throw in a good measure of effective SEO when you are crafting your headlines, you’ll find your content rocking and ranking better than before. Your headlines should include phrases like “how to” or “learn to,” because people love to learn. Try to pose questions, use powerful action words, clever punctuation, and tell how many (see the title of this post). Also, use suspense to create headlines that leave readers no option but to click, and don’t shy away from away from controversy.

Tip 2: Don’t lose the keywords

These days, about everyone will warn you against using too many keywords if you don’t want to be penalised by search engines. The glory days of keywords might be all but gone, but they are still as important as ever. As long as you keep your keyword use natural, you’ll be fine. Be sure to include your primary keyword in your heading, and make sure your introduction and conclusion have your targeted secondary keywords in them.

Tip 3: Statistics are a no-brainer

Stating the facts is crucial in SEO copywriting because you get to tell you readers that the information you are sharing with them is authentic, and search engines love you for it too. When you back up what you are saying with objective and verifiable forms of evidence, such as statistics, you would be establishing your credibility. From research papers and surveys to influencers, bloggers, and authors, be sure to cite every single source you use.

Tip 4: Fonts matter as much as anything else

It is easy to get lost in the tide of trying to get your backlinks right, makings sure your keyword density is not too high, and so on, but you must be careful not ignore elements like fonts. Your content must be easy to read and with the right fonts, you can affect readers’ emotional reaction positively.

Tip 5: Don’t leave out subheads

Yes, your brilliant headline will draw readers in, but you need quality subheads to make them read the content. Many readers would skim your content before they actually read it and if it is not easy to skim, they could be put off and look somewhere else for the information they need. They are also great for helping search engines understand your content better.

Tip 6: Use the right links the right way

Unfortunately, many bloggers and copywriters have abused link building, but that does not mean it is not as effective as ever. Limit outbound links to no more than one or two per piece and feel free to connect with other websites that are relevant. Also, don’t have too many internal links in single post. Finally, make sure your anchor text is descriptive and reads naturally.

Tip 7: Don’t ignore meta descriptions

Meta descriptions may not be a direct ranking factor, but when they are well written, they can be extremely useful for prompting more readers to click through your content. This would in turn boost your authority and popularity. Make your meta descriptions stay between 140 and 156 characters, and incorporate keywords naturally.

Tip 8: Include long-tail keyword phrases

Keyword research tools don’t often turn up highly specific long-tail keyword phrases, but they are still important. About forty percent of search phrases are estimated to be made up of at least four words. That is too great a percentage to ignore.

Tip 9: Write long form content

For some reason, we believe people don’t like to read much, and so we try to keep our content short. However, that is not necessarily true as readers are more likely to regard a longer post as being more valuable. Longer content is generally above 1,500 words and it certainly ranks better in search, so be sure to start spinning those longer posts, but make sure every sentence is worth the read.

Tip 10: Good pictures will always sell

Words are great, but people tend to respond better to images as they present an opportunity to better understand and connect with what you are trying to say. Make sure you properly optimise every image you use, without leaving out the file name, caption, file size, and alt text. For a little extra, create an original image for your post with the headline included in it.

Tip 11: Don’t forget to include calls to action

Ultimately, your goal for the content you are creating is to drive readers to complete a specific action. Whether you are trying to get them to download content, complete a contact request form, or make a purchase, use calls to action to point readers in the direction you want them to go. Be sure to let them know what the benefits will be and experiment to see what works best.

Tip 12: Use synonyms to your advantage

You don’t always have to use your primary keyword when there are synonyms you can use, especially since Google focuses on Latent Semantic Indexing (LSI) keywords. LSI refers to synonyms and closely related words, and they are particularly helpful when you are trying to rank for a generic term and need to be clear about what your content is about. This applies to keyword phrases as much as it does to single keywords.

Tip 13: Put your all into the first sentence

Headlines, subheadings, and the entire copy are important, but you must pay extra attention to the first sentence of your piece. As your headline has pulled in your readers, so should your first sentence continue to pull them down that slope of value which you are providing for them.

Tip 14: Short paragraphs are the way to go

While you want to keep your content longer because long-form content does better than shorter content, the same cannot be said for long paragraphs. Successful copywriting is about exciting and engaging readers, and long paragraphs only intimidate and bore them. Stick to no more than two to three sentences per paragraph.

Tip 15: Make the best of title tags

When you use title tags properly, you’ll be making sure your titles rank well on major search engines, including Google. Moz has a comprehensive resource on title tags to help you do it right, but it’s not difficult to do. Simply include your primary keyword, secondary keyword, and brand name. Also, remember to keep all title tags concise and accurate.

Tip 16: Site architecture matters

Google is able to determine which parts of a web page are the most important with help from site architecture. Normally, WYSIWYG editors like what you get in WordPress automatically add header tags when the ‘header format’ option is selected. Try to stick to one h1 tag for every page and keep it descriptive. Check this guide by Neil Patel for more on how to make the best of header tags.

Tip 17: Make sure your messaging is not mismatched

Sometimes, it is easy to go off the rail, so double check to make sure you are not sending the wrong signals in your meta description and title. This is a crucial point because mismatched messaging is sure to result in higher bounce rates. Readers have to find what they expect to find on your page.

Tip 18: Get active

For persuasive writing, you need to make the language feel alive by making it energetic, crisp and direct. That is precisely why you need to use the active voice as opposed to the passive voice which only dilutes your message and makes your copy unnecessarily wordy.

Tip 19: Make power words your best friends

Power words are such an important tool for fantastic copywriters because they evoke emotion. To be able to influence and connect with your readers, you need to leave that “powerful” mark that stirs their emotions well enough.

Tip 20: Speak the language of your readers

Content that readers are willing to engage with goes beyond easy-to-read, digestible content. You might have all the required elements of writing in place, but if you don’t speak your audience’s language, you lose them. Know who they are and use phrases and words that resonate with them.

Tip 21: Never forget to proofread

This is most certainly a no-brainer, but somehow, we find otherwise splendid content with one mistake or two. Errors are not good for your credibility, so always proofread.

Tip 22: Ask readers to share

There is no doubt readers sharing your content across social media is good for business, so don’t be too shy to ask! Be quirky about how you do it and they will gladly share your content if they liked it.

Tip 23: Quote influencers

About every niche has influencers whose advice is trusted and when you quote them and link to them, you would be increasing your credibility.

Tip 24: Video transcriptions help

When you use video transcriptions, you improve usability and indexing while making your content richer with keywords.

Tip 25: Hire a professional copywriter

SEO copywriting is a skill that take time to learn and perfect, so it is better to hire a professional if you want certain results. To have professional copywriters complete your project, you can contact us today or sign up for an account here.

Many writers just create content based on what they feel at a particular moment, without putting themselves in the mindset of the reader. Even experienced copywriters make this mistake. However, try to envisage a visitor reading your post and think of what made them click on your link.

If you find it difficult to figure out, you can easily become a genius at keeping visitors on your website by adhering to these copywriting tips.

Assume that your Visitors are Hunters

Hunters go about looking for animals to capture and make use of. They always go back to a particular area if it has the prospects of providing game constantly. Treat your visitors that way.

Internet users are always hunting for information, products and services. Like a hunter will closely listen and trail an animal that provides quality meat, users follow blogs with quality content and juicy information. Therefore, ensure you provide these – and make it easily accessible. Use bullet points and catchy phrases to keep them reading because no one wants to spend all day browsing through contents looking for one piece of information.

Just like a hunter will makes fast decisions on whether to continue pursuit or go elsewhere for game, visitors also decide quickly – especially if your write up looks too complicated. There are always a lot of other websites they can choose from, that offers similar content. Therefore, find a way to make your post as enticing as a hunter’s favorite animal.

Instead of having high bounce rates – where users leave your page for another, due to unexciting content – spice up your articles with great headlines, images, short paragraphs, informative details, and so on. This will make them go through what you’re offering and not just glance through.

The Most Important Information should Come First

The way content is written for a web page, is different from how it’s written on paper. In an essay for example, your most important information is in the conclusion part of it. This is because you need introduce the topic of discussion, and then provide a literature review which takes about half the space explaining research and other factors. While in a web page, it’s almost the exact opposite.

Your content should contain information on every paragraph – emphasis on bullet points. Important information should be made available right from the first 5 sentences. For example, if you are looking for a copywriting agency in the that provides Search Engine Optimisation (SEO) services – all you would want to see immediately on the entrance page is information about SEO services. Secondly, you would want to know how and where to get it, how much it would cost and so on. If by the second or third paragraph you haven’t found the information you seek, you are likely to go elsewhere. That is how visitors think as well.

Make sure that a simple statement of what you do or what you offer is provided at the beginning. It’s important to visitors on your website because that’s how they can easily understand the need to stay glued to your page. Once they have an idea of what you are into, they tend to seek more details – like background information and so on.

James Cummings – the founder of Daily Posts – calls this method of writing “the skyscraper technique”. He further stated that “not only should you provide information first, provide it all through the content”. In magazines and newspaper articles, background information always comes after the catchy and news worthy information. Journalists call it the “inverted pyramid” method – because even after going through the first and second paragraphs, you will have an idea of what the entire article is about.

Apply this method to your writing. Let your visitors know what you do and how you can help them – just at first glance.

Trying Too Hard is a Turn Off

Only very few readers will recall every single word or phrase you wrote. They hardly have that time – because like hunters, they just after the best meat without going round and round through a maze. If your content is seems too abstract because you’re trying to be creative or clever, a visitor is likely to bounce off to the next game arena – amother website’s content. There are a lot of competitors offering what you do, therefore do not be an option. Provide information straight to the point.

“I should be able to understand what a post is saying when I read through. Nobody wants to waste time trying to decipher vague phrases and concepts. A self explanatory content engages the mind of a reader and often brings them back for more”, Cummings said. Clever phrases means the reader has to think. Readers are hunters, they are only after available and simple information. That’s what your post should be able to provide.

Write like you are explaining the entire text to a 10 year old. Avoid use of bogus words and unnecessary vague phrases. Make your content easy to follow. Do not make jokes only you will laugh at, it only bores your readers the more.

On the other hand, if you know a particular field is not your forte – hire the services of a writer. For instance, you may need to write on topics that has to do with medicine and health. You could save yourself the stress of understanding or using medical terminologies, and hire the services of a medical copywriter to carry out the job.

Write for Those Too Lazy to Read

The fact that a hunter really wants to catch a nice bounty, doesn’t mean they are ready to put in all efforts towards that. Therefore, no matter how important it valuable your content is – web page readers really don’t want to go through so much hassle to read it.

Here are some simple ways to make your text easy to read: use paragraphs that have not more than 6 sentences; avoid the use sentences that are too long – an average of 10-15 words per sentence is fine; skip words that are not necessary or important to the text, and avoid repeating the same phrases.

Other ways to make your content easy to read for lazy people include: shorten your texts; avoid the use of jargon and passive tense; then most importantly, address the visitor like you are speaking to them directly – use the “you” word.

Cummings suggested that having a run off on sentences – just to meet word count – will actually displease the reader. Therefore, shortening your text will not only provide readers with needful information but also increase your conversion rate. He added that many people hardly read web pages, they simply glance or scan through while others click on outbound links that interests them.

A research once showed that boy up to 20% of web visitors read a content word for word. This means you have to write for the remaining over 80%. With that in mind, you need to ask yourself certain questions like – what message does your title pass on to the reader? Does the image shown on your content make sense? Can the reader sum up what you mean through your subtitles? Do your bullet points actually hit the mark?

While hunting for information, an average web page reader glances through at first – before deciding whether to stay put it bounce off. Keep the bounce-offs in mind when creating your content.

Use Keywords they can Relate to

In the hunt for fresh engaging content, web reader are easily drawn to keywords that speak to them. As they scan through your web page, they see, click and act on phrases or links they relate with.

Imagine you need a good copywriter for an eBook you intend to sell in the UK – and make profit from. You will probably be searching for: copywriting agencies in the UK; copywriting agencies; or where to get good copywriters. Google’s algorithms will definitely focus on “in the UK”. The search results will show more links for agencies in the UK.

People look for keywords because it makes them feel their being considered by a fellow human and not some bot. In as much as you would want to sound professional, formal and smart, your web visitor wants to feel like you care about them. That way, they will stay put because your content makes them believe that they are in the right place, and answers to what they seek will be provided.

Let Readers be Able to Find You from Anywhere

Yes you have loyal customers, but can potential customers find you easily? You can make it easy by attracting them with useful information. That’s pretty much how SEO works. You can simply answer questions been asked by potential customers, and every landing page should be talking about an important topic or product. You could also include outbound links to authority sites or even another of your landing page. Ensure that keywords are used and your FAQ page actually answers Frequently Asked Questions.

Different people access your web page from different parts of the world. Loyal customers already know where to go to find certain things while those you are trying to convert are still scanning and trying to make up their minds. They could be accessing any page or part of your content. Therefore, you need to treat each page like an entrance page. You can use Google Analytics to find out how many people arrived on your page.

Every landing page should be clear on its purpose and provide readers with the much needed information. There should also be a Call-to-action (CTA), telling the reader what to do, where to go and what information is there. Do not cramp up everything in your menu bar. There should be a link on each page telling the reader what their next course of action should be.

Visuals are Important to the Reader

Find a way to naturally include web designs into your web copy. There’s no way you can be creating bullet points, composing paragraphs of sentences and writing keywords without considering how the page should look like. People are attracted by what they see. Images speak a thousand words and has a way of enticing the reader.

There are different ways to create a lasting visual impression. With videos that are easy to watch and top quality photos, you can replace lengthy texts and leave the rest to the imagination of the visitor. Use large font sizes because there are more people who glance at texts than those that read word for word – besides, zooming reduces user experience and increase bounce rates. Increase the credibility of your content by including quotes from both experts and customers.


Other ways to entice readers with visuals include: the use of italics, capital letters, bold texts and underlines. You can also break a long title into subtitles attached to the main headline. Use more bullet points and do not pack all the information into one lengthy paragraph. For the reader not to feel like your article is noisy or untidy, follow these guidelines.

Keeping visitors on your website and making sure they read content – without getting bored – is really easy. What’s difficult is writing simple and important web copies. Cummings said “if you think all web visitors just read anything they come across because it sounds smart, then you are in for a big surprise. Because too much vocabulary will only put them off – except that’s the sole purpose of creating your page”.

Focus on your niche and don’t try to be a jack of all trades. Instead, try to be an expert in your field, as it helps you stand out and rank better in search results. Be bold, clear and specific – so you don’t only keep readers engaged but your site will drive more traffic than you ever expected.

If you need more information on copywriting advertising tips – click here and let professional copywriters guide you through.



Every year, Google makes hundreds of updates to its various algorithms; either to enhance the ranking software, penalize sites with erring backlinks and generally improve user search experience.

Some of these updates are announced ahead of time, while others fly under the radar- like an impromptu audit. Whichever it is, many sites usually end up with a weakened SEO ranking after a Google algorithm update. This leaves webmasters scurrying to make amends and reinstate their websites in the aftermath of the exercise.

The usual suspects are three major algorithms; Panda, Penguin and Hummingbird (although there are dozens more). As SEO-copy experts, we are already familiar with the functions and effects of these three, so we create content accordingly.

But in October 2015, a new sheriff came into town and changed the structure of Google’s ranking process as we knew it. That sheriff was Rankbrain.

What is Google RankBrain and how does it work?

Understandably, Google is ‘closeted’ when it comes to sharing the specifics of its search engine algorithms. Total disclosures in the past led to abuse of the system by unscrupulous webmasters. This filled the internet with low-quality content caused by:

  • Link selling
  • Text hiding
  • Keyword stuffing
  • Spammy backlinks

However, what we know about RankBrain is that it is a machine learning ranking program, also referred to as a Google “top ranking factor”. In fact, it is Google’s third most important ranking algorithm. This Artificial Intelligence system works with other relevant algorithms to enhance user’s search query.

It does this by using mathematical processes and a complex understanding of language semantics to study how and why people search, and use those answers for future search results. This makes it more advanced than most algorithms we are used to.

Another factor that sets RankBrain apart is that it updates itself. This means, without warning, you might notice significant changes to the ranking position of certain pages on your site. Even the most professional copywriters must always be at their SEO best. But there is nothing to worry about. If you maintain all the rules for writing quality content- and some, your site should be in good order.

How to write copy specifically for RankBrain

There is no doubt that good content is one of the most essential features of SEO in general, or that RankBrain is enhancing the value of quality content. Although it has been touted as one of Google’s most complex algorithms, the SEO community has had more than a year to understand its operations.

Here are some tips to guide your SEO copywriting for RankBrain:

  1. Create powerful snippets

Ensure that you improve the organic click-through rate of your pages to increase the chances of success. This advice was recommended by Larry Kim, the founder and Chief Tech Officer of WordStream. This is because he believes RankBrain’s “Relevance Score” may be akin to AdWords’ “Quality Score.”

If your click-through rates are not that great, work on improving the snippets on Google’s Search Engine Results Page (SERP). Ensure the page titles and meta descriptions resonate with the searcher’s needs, and stand out from other results to lure the user. Also, streamline the URL to boost its value to users and Google web crawlers.

  1. Benchmark professionals

Google recognises certain site as authorities in their niche and automatically ranks them favourably. Therefor it is worth looking at these sites and mimicking their copy process. Please note that the emphasis is on “process”. Do not duplicate their copy, or you will fall foul of RankBrain, which is antithetical to the aim of this post.

In the financial webosphere, Google recognises sites like BankRate and Investopedia as authorities. It might be worth studying the structure of their site and modelling yours after them. For instance, keep your topics niche, because largely diverse topics confuse RankBrain for which audience needs them.

  1. Reimagine the use of keywords (stop stuffing)

In the early days of SEO, when keywords were the “order of the day”, many sites were guilty of stuffing their posts with keywords to mislead web crawlers. This resulted in content that was written specifically for robots, not humans. The quality was poor and it made readability almost impossible. When Google got wind of it, the Panda algorithm was revamped.

Unfortunately, many sites today are guilty of the same practice. RankBrain works in a more sophisticated way, so it immediately detects the slightest hint of keyword stuffing. Try writing a semantic kernel of your targeted keywords, their variations and other related words.

  1. Write in a conversational way

The danger of writing copy strictly with algorithms in mind is that it leads to incomprehensible content. Write first for your audience, then with some SEO consideration. The easiest way to do this is to write as you would talk to someone in a diner with you. Make it casual, conversational and clear. Avoid technical jargon because even those can sound ambiguous to bots.

Focus your attention on delivering a better user experience by analysing your audience behaviour and making corrections accordingly. Don’t worry if you don’t have that writing knack, you can contact professional copywriters with SEO skills. If people deem your content relevant, so will the algorithms.

  1. Understand the primary ranking factors in your industry

The founder of Moz, Rand Fishkin has said there is no on-formula-fits-all when it comes to ranking factors. I couldn’t agree more. The whole SEO landscape has evolved and Google algorithms now target ranking based on niche industries. RankBrain seems to be doing exactly just that. According to Fishkin, it weighs various ranking factors based on industry, search intent, and so on, as suggested by the query.

This means that although we may not be able to optimise for RankBrain, we can still optimise our content with RankBrain in mind. Do more research for your SEO strategy; find out what signals or keyword group RankBrain prioritises in your industry.

  1. Write content for a specific audience

RankBrain is designed to help Google retrieve more appropriate results, so your content should be tailored towards a specific audience. Remember, I said that websites with many diversified topics (like “How To” sites) are in danger of being unranked because RankBrain finds it difficult to determine which group of people search for them.

Keep your topics focused on a niche. If you serve the travel industry, ensure your content revolves around such topics as travel, adventure, flight, hotel accommodation and the like. This tells RankBrain to pull up your site for someone making “vacation” related queries.

  1. Make your content more detailed and longform

Steve Baldwin (not the actor) of says, RankBrain uses co-occurrence to serve users with the most relevant results. Co-occurrence is the number of times certain terms or related groups of words occur in a specific material.

So, if someone is searching for articles on “increasing conversion rate with CTA”, Google, in collaboration with RankBrain will produce results that contain related terms.

The best way to increase co-occurrence of your “keywords” and thus probability of a high search ranking is to write meaty, longform content. This ensures proper distribution and strategic placements of terms that matter. How long is long? Consider 2000 – 3,500 words and above.

  1. Include references from white papers, case studies and authoritative website

RankBrain’s key objective is to refine search so that users can get subjects most relevant to their query. It therefore equips search engines with an advanced ability to read in between the lines. Google search engines, with help from RankBrain, can determine whether a user who types in “conversion” is searching for sales conversion or the transformation of something to a different state.

To make RankBrain work in your favour, do include references from sources with high-authority. For instance, if you are writing a case study for your animal park, quoting references from National Geographic will go a long way to boost its online visibility.

  1. Use Longtail Keyword Phrases

If you have been scouting the web with a fine tooth-comb for single word keywords, you should stop. RankBrain has changed the game with its advanced understanding of language semantics. Instead of the usual tight knit keywords like “travel”, and “destination travel”, it identifies relevant terms as a group of related words.

Use longtail keyword phrases and be specific in your content. Avoid stuffing too because it doesn’t help. Consider an article for an article about Apple tech products. All it takes RankBrain is to recognise related words such as Apple Watch, iPhoneX, Tim Cook or a phrase like “The cost of an iPhone 8 in Deutschmarks”, to know that it should present it in an Apple query.

  1. Optimise your web copy for schema markups

Let us assume that the keyword “professionalwebcopy” appears in your blogpost. The search engine does not recognise “professionalwebcopy” as a Rank Tracking Tool, but as a random word tossed into the blogpost.

However, if you surround the word with the appropriate schema markup, the search engine will identify it as a Rank Tracking Tool. Schema markup is available for the following:

  • Testimonials
  • Products
  • Events
  • Meta-descriptions

The list goes on. One easy way to implement a schema markup is by tagging the HTML code directly on your web pages. This can be done with Google Tag Manager. It is free! Marketers can use it to update or add tags, even with rudimentary coding skills.

  1. Optimise your content for voice search

Many marketers have been focused on text search for mobile and desktop, but have you considered what a voice-search optimised content would do for your search rankings? If you didn’t already know, voice search application is growing at a very fast pace. About 55% of teens and 41% of adults are using it every day.

With the production of more sophisticated smartphones, voice search will only increase in application. How do you optimise for voice search?

  • Focus on long tail keywords (naturally)
  • Optimise for microdata
  • Write an FAQs page

If it sounds confusing, don’t worry, you can contact an SEO copywriting professional to voice-optimise your content.

  1. Write edifying and intuitive content

Besides the technical aspects of crafting amazing content, keeping a focus on content that is properly researched and informative is vital to earning SEO and ranking recognition. Content that overcomes objections and triggers emotions in users are often perceived as valuable and deserving of high ranking search results.

The article should be thoughtfully written to interest the reader. For example, Ecommerce sites should consider writing FAQ pages that answer shoppers’ major concerns about delivery policy and other issues.

  1. Write content that is error-free and easy to understand

RankBrain, like most Google algorithms, is sensitive to the quality of content on a web page. Content filled with grammatical mistakes and typos automatically loses its credibility. The bounce rate for such pages will be high, thus flagging it as below quality standard.

Ensure you proof read your content before publishing it live on your site. Some useful copywriting tools such as Grammarly® can help improve your content by suggesting better construction and highlighting mistakes.

  1. Unique content is extremely important

How original is your content? From the point of view of quality page, duplicate content is an indicator of low-quality. Boilerplate text, that is, unsourced material with credibility concerns, is another sign of low quality. If your website is fraught with these practices, it will not be picked by RankBrain.

  • If your page has duplicates elsewhere on the web, it is non-RankBrain compliant
  • If you have online material with bogus claims, it is non-RankBrain compliant
  • If you have questionable backlinks, it is a big no no.

  1. Create mobile-optimised content

This may sound more like a design than copywriting tip, but it is also necessary. Since more search is now being performed on mobile, you want site visitors to get the best UX from your web page. Instead of writing text in large blocks, consider breaking them up in short readable paragraphs.

How is the font size? Hopefully, not too small that it is illegible. Consider bold titles and sub-headings. Other tips include:

  • Scrolling from top-down, not left to right
  • Use bullet points to emphasise points
  • Place call to action buttons at the right position
  • Make the site-design generally easy to look at.

Hire a professional today

If you are looking for professional copywriters to write high-quality, RankBrain-friendly copy for your business, get in touch with DailyPosts, or sign up here for an account.


Keywords, Keyword stuffing

In the practice of SEO writing, ‘keyword stuffing’ is the (bad) habit of fitting as many of the relevant keywords into one article or page as possible. In the early days of SEO this was something that worked well and could help to get a ranking boost, but this is no longer the case. If your website is caught with keyword stuffed articles, then Google is likely to punish you.

What are the dangers in keyword stuffing?

While it was once a ‘white hat’ tactic, keyword stuffing is now purely seen as a ‘black hat’ tactic which is no longer viewed kindly by Google. In fact Matt Cutts, of Google, has stated:

“We are trying to level the playing field a bit. All those people doing, for lack of a better word, over optimization or overly SEO – versus those making great content and a great site. We are trying to make GoogleBot smarter, make our relevance better, and we are also looking for those who abuse it, like too many keywords on a page, or exchange way too many links or go well beyond what you normally expect. We have several engineers on my team working on this right now.”

The basic danger here is if you are seen as SEO writing or keyword stuffing, Google will lower your Page Rank, or worse they could remove your website from their listings altogether. That said, there’s nothing wrong with focusing on keyword density and working with it, but content should be unique, natural and informative – not just forcing keywords in for the sake of having them there.

Another major downside to keyword stuffing is that most customers will not stay on a site that encourages the practice. Whilst the general internet user won’t recognise it as an outreach tactic, they will notice that it makes content unwelcoming and, frankly, unreadable in many cases. When a customer feels uncomfortable with your website, they’ll immediately leave, taking their custom with them.

Keyword Optimization that works

Using keywords is still an important part of SEO writing, as long as it is done responsibly. While it can be disheartening to hear that Google is cracking down on keyword stuffing, with harsh penalties, it’s no reason to be scared in submission or ditch keywords altogether. You need them, in order to fit into SEO algorithms.

Think of keywords as you would some of life’s finer things: moderation is the key to a healthy lifestyle – the same applies to your website. Stop focusing on the SEO bots that crawl your site and think instead, about your human audience. Create content that is rich, unique and personable; always speak to your readership in a natural manner, not a robotic, keyword heavy tone.

How to make sure you balance keywords safely

Other than keeping a natural flow to your content, how can you use keywords safely? Many will tell you that there is no magic number for keyword density, whereas others will tell you it is between 2% and 5% of an article’s total word count.

One way of using assuring your keyword allocation is not seen as stuffing is to use synonyms (words that are different but hold the same meaning). Why not go straight to the source? Google’s synonym database is filled with relevant and useful replacement words. This digital thesaurus helps to differentiate between meanings, which aides in narrowing down site searches and shows the difference between, say, a baseball bat or a flying bat.

Using Google’s own synonym database is also a clever way to keep up to date, as the Google staff are always updating and expanding their content. To keep your site higher in search results, make sure you are using the database to your advantage wherever possible.


As long as you remember to follow these basic guidelines to avoid keyword stuffing and create unique content for your site, you should both avoid any punitive measures, and notice an increase in your website’s traffic.

Everyone knows the importance of a good website but it’s often harder to make yourself visible in those essential rankings. With most searches, people don’t often venture into the 4th or 5th page, so if your business isn’t up there in the top 3 pages, you are more than likely being bypassed by potential customers.

So what steps can you take to make sure you are visible to your target audience? Well first you need to find out exactly where you rank. Select a few important search terms that you know you need to incorporate into your website and simply search for them. Before you see how to improve your site, see exactly where you stand first.

Google crawl

Secondly find out if your website is being properly crawled by Google, if you have an error, meaning your site cannot be accessed, you stand no chance at all of being seen. Go to your search bar and type in “” (replacing ‘my website’ with your url). This should bring up a list of your pages that Google has scanned and recognised. If you see your website listed, then you’re on the right track but if no documents can be found, then you have a problem and need to delve a bit further.

If your website isn’t showing up, you need to pay a fast visit to the Google search console and add the url of your website. Just visit “” and enter the main url of your site. Then sit back and wait for Google to crawl it, adding your web pages to their search.

Low rankings

If your website does show up but the rankings are poor, then you need to take a different route. Consider the words you are searching for, are they too generic? If your company has a certain word or unique selling point then maximise this. There are a lot of companies out there and a lot of standard search terms to compete with.

Consider the keywords you are using to optimise your site, are there search terms you might be missing out on? Take a look at “”, this is a keyword explorer, designed to help and suggest terms that might help bump your site up in the rankings. Content marketing is vital for your online identity, so ensure you’ve covered all angles and all possible major search terms.

A word of warning; when checking your search rankings. Google often personalises the results it shows you based on your personal preferences. So when testing your results, use various browsers, try incognito searching and also get others to repeat the same searches and view the results they achieve.

Writing, Story telling

If you have a vast knowledge of your specific industry and think that you should be seen as an expert, based on your experience and knowledge; you can become an authority via industry article writing. Even if you have no experience in article writing and have never considered yourself a writer, you can take that knowledge of your given business and turn it into informative, interesting articles. These pieces of writing will not only provide readers with new ideas or concepts, regarding your field, but they will also create awareness for your name, business or brand.

Article writers always look to get their writing published in order to make a name for themselves, but aside from submitting ideas and articles to trade magazines, newspapers, or websites you can also create a blog or website specifically to share these ideas. By using certain digital writing techniques, like search engine optimisation (SEO), your blog may begin to garner serious attention. However, whether you decide to go through trade magazines or just want to start industry writing via a personal blog, the quality of the content must be high in order to establish yourself as a credible source or authority.

 Research the Field and Specific Topic

Ken, an expert in Internet Marketing for real estate agents says “Even if you think you already know your subject and field inside-out, you should always carry out more research on your topic and industry as a whole. Having information at your fingertips when you begin writing will smooth out the whole process and help you create the best quality content possible. Researching and figuring out what you want to put in and leave out of your article will allow you to be better organised and lead to a well-thought out and properly structured piece. Organisation also ensures that all of your article’s information is useful, rather than being stocked with filler content of no value.”

 Find and Use Industry Facts and Figures

As you carry out your research, collect facts and figures that back up any ideas or trends you’re discussing in the article. These statistics will not only provide your readers with solid information regarding the industry but it can also break up the text of the article. To add some visual flavour to your writing, you can add these figures in the form of charts, graphs, or diagrams. ‘Infographics’ such as these help to retain a reader’s attention – blocks of texts can be off-putting, and sometimes even more confusing than a simple chart.

You should also conduct interviews with established industry authorities – this will provide you with insightful quotes, which can speed the actual writing process along. Additionally, since you’re talking to an expert, the quotes from the interview can be their own source of information and research. Often times, interviews supply writers with idea, stats and perspectives that they might otherwise have missed out on and may also grant an opportunity for creating a new contact.

Create High Quality Content for Publication

In order to create high quality content, as you tackle industry article writing, you have to make sure that your material is flawless. You’ll want to write in an appropriate tone and use professional, maybe academic, language. The degree of formality in your writing should be based upon the publication you’re trying to submit to, rather than your personal tastes. If the publication in question uses a more technical tone, you should follow that pattern but if you notice a more friendly and interactive tone then opt for that. You should also match the language they use: if they steer clear of industry terms and jargon, then write your article in simple language befitting their style.

When the writing is complete you absolutely need to proofread your article. You should look for spelling, grammatical, and structural issues that you may have missed during the writing process. Don’t rely on a computer’s spell or grammar check, either; these programs can miss errors like word confusion (‘your’ vs. ‘you’re’, ‘affect’ vs. ‘effect’, etc.) or missing words. By making sure your copy is free of errors you’ll have a better chance of getting published and establishing yourself as the industry authority you want to be.

Website Promotion

You spent the last six months painstakingly creating the perfect website. You’re finally ready for the big unveiling; you want to create a buzz to reach as wide an audience as possible.

To do this, you must promote your website successfully, this means increasing your website’s visibility, and increasing daily traffic from people who are interested in your products. The good news is that you have dozens of tools at your disposal, the bad news is that in a world of tweets, pings, tags and shares, it’s very easy to lose focus and go overboard, which may prove to be detrimental.

Below is a list of five common mistakes to avoid when promoting a website.

  1. Social Media – Overload

While it’s great to tweet and update Facebook, LinkedIn, Google + etc. regularly, there is such a thing as an overload of information. Don’t lose followers because you’ve flooded their newsfeed with too many irrelevant updates and tweets.

Your focus should be quality versus quantity. You want people to care about what you’re saying, not tune you out.


  1. Disregarding SEO Rules

I cannot stress enough how important it is to follow SEO rules, by disregarding rules such as not using proper meta-tags, buying bad links or using too many keywords, you run the risk of having your website delisted or banned.

This can also mislead your visitors, which may gain you a dishonest reputation and result in the loss of a client or subscriber.


  1. Unsolicited Emails

In the virtual world, nothing is quite as irritating as an inbox flooded with unwanted emails. It is important to distinguish the fine line between good customer service and being overzealous.

Emailing at regular intervals with promotional news, monthly newsletters or following up with a client on the service they received is good customer service.

On the counter side: sending endless emails and junk to people is just begging to be filtered out and ignored. The fastest way to gain a bad reputation and ensure that a customer never wants to lay eyes on your website logo again?

A barrage of unsolicited emails.

  1. Unprofessional Presentation

Your posters, business cards, ads or social media paraphernalia are all introductions to your website and your business. They are reflections of who you are and your company’s culture.

Therefore, all promotional items should be professional, tasteful, attractive and appealing at first glance. Avoid using unnecessary pop-up ads on your website itself.


  1. Lack of Effort

Promoting any product or service is a never-ending job, which requires continuous, never-ending work. Don’t make the mistake of stopping after one big push, otherwise, you may be pushed to the side-lines and soon forgotten.

You have to remember that the online and social landscape is forever changing and trends are constantly shifting. If you want your business to keep growing, make sure that you are always in the loop and adapt accordingly.

Avoid these mistakes and you may soon have everyone talking about your website!

Google Penguin

It’s the dawn of a new era of SEO content writing and Google page ranking. ‘Penguin’ is one of the search engine’s new algorithms, which is always on the job, ready to warn you if your site doesn’t comply with the new rules. It can be confusing when you are hit with a Google penalty or ranking devaluation as a result of Penguin’s new regulations, but you can quickly have your website back on track by following these simple rules.

Were You Hit?

The first thing you want to ask is, how do I know if I’ve been targeted or punished by Penguin? The easiest way to tell is to review your site’s traffic, particularly after April 24th 2012. If you noticed a drop in search traffic then it’s very likely that your site was relegated.

Take care of your links

You need to keep an eye out for bad backlinks; Penguin will take no prisoners with your website, if it’s filled with what many are calling ‘rotten backlinks’. If your site falls into this category, and is being punished for use of poor backlinks, then there are some easy steps to eradicate them and restore your credibility.

Find them

Gather a complete and comprehensive list of all backlinks that you have for your site. You don’t have to do this manually, there are plenty of tools out there than can produce a full list, including Google Webmasters’ suite which is completely free to use.


Once you have a full list of the backlinks, you then need to locate bad ones. Unfortunately, you do need to do this stage manually, which can prove to be quite time consuming. Essentially, you are required to look at each and every link, then decide on its quality. Once you’ve developed something of a routine, and criteria for good/bad links, you’ll find the process begins to go by much quicker.

Send your requests

Set up a template email in advance in order to save time. Once you know which backlinks are low quality, send your template request to the webmasters of the associated sites. Make sure you are candid about the penalty you have received and ask politely if they will remove the links. When asking, make sure you supply the URL and anchor text information to make it easier for the webmaster.

Make sure that you follow up and repeat as needed, with each request.


While you are going through the process of removal, keep records of your actions. Ideally, you want to be able to show Google some concrete evidence of when you sent the removal request emails, and who you sent them to. Some links may still be up and running (perhaps due to an unresponsive webmaster) but having this documentation as proof will at least show Google that you’ve made the effort.

Watch false positives

Penguin is far from perfect; there is a chance that you may notice some false positives in your research, which you could be penalised for. If this is the case, then don’t hesitate to report it. The reporting form will be listed somewhere under your Google Webmasters tools.


The waiting is, perhaps, the hardest part of the cleanup process, after being hit by the Penguin algorithm. However, if you have done your search, submitted all of your link requests and cleaned up your SEO content then the only thing you can do is wait. It may take some time but the improvements will be noticeable, and you should begin to see an improvement in site traffic and search engine ranking before too long.