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SEO Copywriting: The Five Essential

Elements to Focus On
by Brian Clark · 135 Comments
When I first started Copyblogger in

free updates
more info → 2006, I was almost militantly against
Enter your e-mail: on-page search optimization. Seems
strange, since I’d been a successful
student of SEO since 2000.
Join!
It was because I saw all these people

127,866 fretting over keywords like it’s 1999,
subscribers
and yet they had no links. Their
content was weak. Their sites weren’t trusted.
59,641 people follow You can’t optimize something that’s dead in the water. So my initial
Copyblogger on Twitter. goal was to get people to focus on content that attracted attention
Join Us! and links first. Only then do you have something you can make better
(that’s what optimize means, naturally).
resources Fours years later, it seems things have swung in the opposite
Content Marketing 101 direction for some. Social media “experts” maintain that SEO doesn’t
matter because search traffic just “happens.” search copyblogger
Copywriting 101
Yes, search traffic “happens” if you produce unique content and don’t Search this website… Go
Copywriting Courses make it impossible to find. But the “right” search traffic doesn’t just
happen, not unless you’re lucky (which simply means you don’t know
Headline Writing popular articles
what you’re doing).
Keyword Research Is Commenting on Blogs a Smart
This article is designed to help you know how to tell search engines Traffic Strategy? 415
Landing Pages what you’re talking about is the same as what people are looking for.
5 Steps to Going Viral on Twitter
That’s all SEO really is.
Online Marketing Advice 276
SEO Copywriting And yet . . .

20 Warning Signs That Your Content
I feel compelled to quickly discuss the things you need to focus on Sucks 209
SEO Software
first. Rand Fishkin of SEOmoz gives us a quick list of the stuff that
must come prior to on-page optimization, so I’ll repeat those here How to Write an Article in 20 Minutes
with my own commentary: 299
Do You Recognize These 10 Mental

Accessibility – If search engines can’t see your content within the
Blocks to Creative Thinking? 254
code, your page can’t be indexed and ranked. This is why Chris
Pearson created the Thesis Theme for WordPress, and why he SEO Copywriting: The Five Essential
obsesses over making it better. Code matters. Elements to Focus On 135
Content – Now that the code structure is right, we come to what Four Steps to Finding Your Ideal
people actually want. Create great content and the people, sharing, Writing Voice 137
and links will follow. And then you hit the bonus round: Google gives
you even more goodness. How Twitter Makes You A Better
Writer 279
User Experience – The easier your site makes it to consume and
Five Grammatical Errors that Make
share your content, the better you’ll end up doing SEO-wise. People
You Look Dumb 725
don’t consume or share content that creates barriers, sometimes
even if only a little. 10 Effective Ways to Get More Blog
Subscribers 345
Marketing – To paraphrase Rand on this one, spreading the word is
http://www.copyblogger.com/on-page-seo/[9/9/2010 2:52:39 AM]

often more important than being right, being honest, or being The 8 Habits of Highly Effective
valuable. I like to say promoting your content is a virtuous necessity. Bloggers 221
Whatever works for you, but do get the word out.
How to Increase Your Blog
Okay, now let’s move on to the five areas to focus on with your web Subscription Rate by 254% 189
page, blog post, online press release, whatever . . . they’re all the
Ten Timeless Persuasive Writing
same in the eyes of Google.
Techniques 208
Five SEO copywriting elements that matter How to Get 6,312 Subscribers to Your
Before we get into this, let me share a few strategic considerations. Business Blog in One Day 153
When I’m building an authority site, I don’t care about optimizing Why No One Links to Your Best Posts
everything I write. I use a lot of metaphors and pop culture (And What to Do About It) 252
references instead of keywords to get people reading and linking to
The 7 Deadly Sins of Blogging 263
build the overall trust of the domain. Then when I want to rank well
for something, like copywriting, or seo copywriting, or landing pages, The Inigo Montoya Guide to 27
my job is much easier. Commonly Misused Words 462
If you’re a news blogger (or newspaper), things are different. You 5 Simple Ways to Open Your Blog
want to optimize everything as best as possible up front, then move Post With a Bang 362
on. Different strokes for different folks.
Do You Make These 7 Mistakes When
That said, here we go. You Write? 392
How to Write Ebooks That Sell 216

1. Title
Whether you optimize up-front or later, you at minimum need to The Two Most Important Words in
know what keywords you’re targeting and include them in the title of Blogging 194
your content. It’s generally accepted that the closer to the front of
How to Be Interesting 255
the title your keywords are, the better. But the key is that they
appear in the title somewhere. 10 Secrets to More Magnetic Copy
173
The original title of this post contained the keyword phrase “SEO
copywriting,” but it was positioned at the end of the title. That’s Why You Can’t Make Money Blogging
because I went with the more compelling headline first and foremost. 268
But I can serve an alternate title in the title tag (which is the snippet
The #1 Conversion Killer in Your Copy
of code Google actually pulls the title from) thanks to a post feature
(And How to Beat It) 191
in Thesis (also available with the All in One SEO plugin for
WordPress). 10 Steps to Becoming a Better Writer
379
So, I can always enter a more search-optimized alternate title later,
such as: Is Your Tribe Holding You Down?
235
SEO Copywriting: The 5 Essential Elements
11 Smart Tips for Brilliant Writing
The emphasis on keywords in the title makes practical sense from a 115
search engine standpoint. When people search for something, they’re
going to want to see the language they used reflected back at them Ernest Hemingway’s Top 5 Tips For
in the results. Nothing mysterious about that. Writing Well 272
60 Ways to Increase Your Influence

Having keywords in your title is also important when people link to
Online 130
you. When your keywords are there, people are more likely to link to
you with the keywords in the anchor text. This is an important factor
for Google to determine that a particular page is in fact about a
particular subject. Did you notice how fast this site
is? Copyblogger is accelerated by
You should try to keep the length of your title under 72 characters NetDNA Content Delivery Network.
for search purposes. This will ensure the full title is visible in a search
result, increasing the likelihood of a click-through.
2. Meta Description
SEO copywriting is not just about ranking. It’s also about the
presentation of your content in a search engine. The meta description

of your content will generally be the “snippet” copy for the search
result below the title, which influences whether or not you get the
click.
It’s debatable whether keywords in your meta description influence

rank, but it doesn’t matter if they do or don’t. You want to lead off
your meta description with the keyword phrase and succinctly
summarize the page as a reassurance to the searcher that your
content will satisfy what they’re looking for.
Try to keep the meta description under 165 characters so the full
description is visible in the search result. Again, you can create a
meta description in WordPress right in the posting area with Thesis or
All in One SEO.
3. Content
Unique and frequently updated content makes search engines happy.
But you know that part. For search optimization purposes (and just
general reader-friendliness) your content should be tightly on-topic
and centered on the subject matter of the desired keyword phrases.
It’s generally accepted that very brief content may have a harder
time ranking over a page with more substantial content. So you’ll
want to have a content body length of at least 300 words.
It might also help to bold the first occurrence of a keyword phrase,

or include it in a bulleted list, but I usually don’t get hung up on that.
It’s also debatable whether including keywords in subheads helps
with ranking, but again, it doesn’t matter – subheads are simply a
smart and natural place to include your keyword phrase, since that’s
what the page is about.
Which brings us to . . .
4. Keyword Frequency
Keyword frequency is the number of times your targeted keywords
appear on the page. Keyword density is the ratio of those keywords
to the rest of the words on the page.
It’s generally accepted that keyword frequency impacts ranking (and

that makes logical sense). Keyword density, as some sort of “golden”
ratio, likely does not. But the only way to make sense of an
appropriate frequency is via the ratio of those keywords to the rest
of the content, so density is still a metric you need.
In other words, the only way to tell if your repetition of keywords is

super or spammy is to measure that frequency against the overall
length of the content. A keyword density greater than 5.5% could
find you guilty of keyword stuffing, and your page could be penalized
by Google.
You don’t need to mindlessly repeat keywords to optimize. In fact, if

you do, you’re likely to achieve the opposite result.
5. Page Links
Linking is the fundamental basis of the web. Search engines want to
know you’re sufficiently “connected” with other pages and content, so
linking out to other pages matters when it comes to search engine
optimization.
Here are some “rules of thumb” for linking based on generally

accepted best practices:

Link to relevant content fairly early in the body copy

Link to relevant pages approximately every 120 words of content
Link to relevant interior pages of your site or other sites
Link with naturally relevant anchor text
Again, these are guidelines related to current best practices. Don’t

get hung up on rules; focus on the intent behind what search engines
are looking for – quality search results for people.
Yes, there’s other stuff . . .

There are other elements as well, such as URL structure and
keywords, keywords in image alt files, tags and categories, and
various other minutia (here’s a list of on-page elements and their
varied importance). If you focus on the five areas above, however,
you’re covering the vital elements of effective on-page optimization.
This is an excerpt from a free 28-page report called How to

Create Content that Ranks Well in Search Engines. To get the
whole story, head over to the SEO Copywriting Made Simple page
to instantly download the full updated PDF.
About the Author: Brian Clark is founder of Copyblogger and CEO of

Unglued Media. Get more from Brian on Twitter.
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Comments
Dave Doolin says:

February 5, 2010 at 12:01 pm

Not a ninja by any means, but the effect of alt/title

attributes on image elements seems very poorly understood, and
definitely underused.
I don’t always add appropriate image attributes myself, despite

having written a few articles on how important they are.
Reply
Brian Clark says:

Dave, I try to use good alt image text, but from a

keyword standpoint, I find that it mostly gets you noticed by
Google images more than the traditional serps. I’d love to hear
what others think on that topic.
Reply
Martha Hart says:

Thanks Brian, you’ve got the touch for making this less
formidable to those of us not in the big-biz marketing world.
Reply
Chanda | BizDharma.com says:

It is frequently advised that alt attribute of images help

seo but I am a doubtful about that. Images are generally searches
for the purpose of images and not content .. even if the content
pops up there are very few chances that the user will get engaged
?? Does alt attr words pop up in regular searches too ?
Please advice.
Reply

Oops Too many typos. Hope you dont mind
Reply
Guerrero Ink says:

I’ve been doing SEO for small businesses for a while. It

helps to target the proper term you are aiming for.
Navigation, photos, alt text, etc., ARE important and mostly

overlooked.
Also, using related terms instead of the main term you are
targeting works well.
Reply
Guerrero Ink says:

LOL “instead of”=”in addition to” need more coffee!
Reply
Oleg Mokhov says:

Hey Brian,
I did a search for this article in Google and didn’t see a meta
description. I also looked at the page source and didn’t find it.
Am I missing something? Or have you just not added it yet?
Just trying to look at this article as an SEO example to follow, is

all
Oleg
Reply
JudyAnn Lorenz says:

This is a rave for Thesis. I really like the option of the

Meta title and description. Google is kind enough to use it too.
This taught me to make sure I choose what goes into the excerpt
box at wordpress.com blogs too because Google will use them.
Reply

@Oleg as far as I have read about and experienced SEO

meta description playys almost zero role in SEO of a page. The
reason seems that people try to trick Google with keyword
intensive meta description..Though I might be drastically wrong.
Open to sugestion
Reply
Andrew Stark says:

Hi
It’s very refreshing to see that you have included valuable content
as an area to focus on. I’ve seen far too many affiliate marketing
products based on blogging say to just outsource all the content
and target the keywords and not to worry that it’s just respun
article content.
Very much chicken and the egg, no point getting loads of traffic if
they won’t visit again due to crap generic content.
Andrew
Reply
Jim Murphy says:

As a new blogger and not a “coder” by any stretch of

the imagination, a lot of SEO stuff is over my head. (Reading
Copyblogger articles has helped a lot though.) In this article you
mentioned the importance of links within the blogs. I believe you
mean links in general to any websites, not just your own, correct?
Does it count more to link to websites that are established and
popular?
thanks!
Jim
Reply
Brian Clark says:

Oleg, my reason for writing this post is not to rank (I’m

already top 3 for SEO copywriting). There’s another reason I’m
writing this series, which you’ll see next week.
And even when I’m trying to rank, I never optimize up front, just
like I said in the article. My goal was to get the content out to
you. I can always add a meta description later, but right now, I
want some lunch.
Reply
Brian Clark says:

Jim, it helps to link to trusted sites, which is what you

would want to do anyway. It helps to cross-link your own content.
It can hurt to link to spammy sites. It really is a common sense
thing.
Reply
Todd says:
Thesis is certainly on my shortlist of purchases this

year, but in the mean time the rest of this info is on par with
other stuff that I’ve read.
Reply
Jim Murphy says:

Thanks Brian. And trusted sites by Google are ones that

are established and popular. Got it. I’m a little fuzzy on what it
means to cross-link. Sorry if that’s too elementary a question!
Reply
Brian Clark says:

Sorry Jim, cross-linking means linking to other related

content on your own site (contrasted with out-linking, which is

linking to other sites).
Reply
BrianJUY says:
Hey Brian…
One other easy tip for people to follow is… Use the most relevant
synonyms of the keywords and keyphrases.
One of the easiest ways for people to find they most relevant
synonyms is by using the Google Keyword Tool. Type in the
keyword or keyphrase then sort by relevance…
Google lists in order what they feel the most relevant keywords
and keyphrases are to the search topic.
Reply
Brian Clark says:

Brian, good point. I’ve never had a problem with

synonyms though, because they tend to naturally happen if you’re
writing naturally.
Reply
Michael Martine says:

It’s not debatable whether the keywords meta tag

matters: it doesn’t. Google and Bing have declared they do not
factor the keywords meta tag into their rankings.
The meta description should also have keywords, but be written to

reinforce the idea that the title link should be clicked on in search
engine results pages (SERPs). In other words, write your
description as though it were an ad or a teaser (which, in fact, it
is).
Page links can happen automatically, increasing your rankings and

PageRank for zero effort. WordPress plugins like Crosslinker and
YARPP (Yet Another Related Posts Plugin) help a lot with this.
Reply
Chrystal @ Happy Mothering says:

This is a great overview of SEO copywriting for newbies,

and a great refresher for everyone else. You covered all of the
key points.
SEO has certainly changed over the years. I remember a decade

ago, I could write a page of copy on a website and have it rank
within days. Now that search engines are more complex, it seems
to take a little longer for newer sites to rank well.
My blog has been up for 7 months, but I’ve only been writing
regularly for 2 months and most of my traffic comes from social
networks. I know over time, because I’m following the practices

laid out above, I’ll get more traffic from the search engines, but
for now I’m working on building solid, unique content and gaining
credibility with my readers. And, hopefully getting plenty of quality
inbound links in return.
Reply
Brian Clark says:

Michael, yep. That’s why I didn’t bother to mention

meta keywords… They’ve gone the way of the dinosaurs.
Reply
BrianJUY says:
Brian… Saying “you have a problem finding synonyms

let alone writing naturally…” is like saying “the government
doesn’t know how to spend money…”…
Reply
Lexi Rodrigo says:

Thank you very much for this excellent summary of on-

page SEO!
Just last night, I was explaining to a client how to do all this stuff.
Now I have a place to send my clients, without them having to
buy yet another infoproduct, or me creating my own tutorials for
them.
Bookmarking this right now.
Reply
AndyH says:
Hi Brian – just to add to your point re Alt tags… these

aren’t just for Google, they are for people too. E.g. for people
that are blind that use text-to-speech software when surfing the
web, a good descriptive alt tag explains what’s in the picture
when they are unable to see it.
Reply
Brian Clark says:

Andy, absolutely… That’s what alt tags are for, and they
should always be used for that purpose. My only question was
whether they are also something about in the context of seo. Not
using them was never an option.
Reply
Marlee says:

Brian: Just want to say that I LOVE your

site/blog/insights. Great stuff, you will continue to be a resources
that I use and recommend. Us recovering attorneys must stick
together!
Reply
Brett Henley says:

“When people search for something, they’re going to

want to see the language they used reflected back at them in the
results. ”
Great insight Brian, especially the note on titles and their relation
to searcher behavior. Often left astray in the approach to SEO
copywriting, the usability aspect of these best practices has to be
considered.
I generally reflect a unique page title, specifically the keyword

phrase, in my primary headline (h1) to create a visual connection
for the user. If you think about it from a searcher’s perspective,
when you click on a link from the organic search results and the
(hopefully) engaging headline that smacks you between the eyes
is highly relevant to the link you clicked on, you’ve created a
visual relationship that will likely increase conversion.
Not an exact science in every instance obviously, but if we are

indeed writing for the people at the core of how we approach
SEO, and really any copywriting for that matter, then we have to
be mindful of consistency and relevancy.
Reply
AndyH says:
Brian – I know, and I was slightly off topic, as this is

an SEO post. Nowadays I don’t see evidence of alt tags having an
impact on SEO – but as you say, they can help drive traffic from
Google images… whether it was relvant traffic is another question.
Reply
Der Poker Profi says:

Thank you, this is a very good summary of the most

important SEO-topics to take care of.
I suggest that everyone who wants to deepen onpage SEO to look
at the topics you mentioned in your last point (URL-structure,
image tags etc).
Reply
Patrick Murphy says:

How many links should the average blog, are you

saying one for every 120 words? Do you really think meta
keywords are gone…
Reply
Damon says:
Links out.
They probably influence rankings. But more importantly, sites that

link out a lot tend to get links back if they’re any good.
Reply
Ben says:
Brian, I have a question regarding the description meta

tag. We had an SEO audit done a while back and were told to
utilize the description meta as a call to action, rather than another
place to “stuff” (I know that’s not what you’re advocating)
keywords or focus mainly on keywords. What is your opinion on
using action words up front in meta descriptions to get the clicks
instead of trying to get main keywords up front?
Reply
JudyAnn Lorenz says:

I may be in way over my head here, like some others,

but whether or not SEO loves my meta description, when it comes
up on a search, I like the way I can control what YOU see, not
what some search engine picks out.
Meanwhile, from our twitter lessons, we’ve learned we can say

what visitors need to see in those first few characters. Call to
action from whom about what.
Thesis opened that opportunity and I’m going to run with it. end
of rant
Reply
Brett Henley says:

Ben:
I’m not Brian obviously, but I’ve always adhered to a specific

methodology when it comes to meta description text.
I think you need to have a healthy balance between compelling

text and keywords. Keywords are helpful for conversions because
of bolding in the SERPs. In conjunction with a well-written and
formatted page title, you certainly present the relevancy and
value of clicking on your link versus others. As far as action-
oriented text, it has to make sense in the context of the site,
industry and particular page. For an e-commerce site it makes
sense to me to include a call to action in your meta description if
the page itself lends to a specific conversion that you can easily
convey in your page title and description text. I wouldn’t

recommend a blanket approach, as an about us page for example

may not be the optimal place to include a CTA.
Reply
Brett Henley says:

Let me clarify one item:
SERPs bolding text in the meta descrip certainly can increase the
likelihood, or chance perhaps, of conversions. The more immediate
benefit is increasing number of click thrus.
Now back to your regular programming.
Reply
Ben says:
Thanks Brett, I completely agree about the no blanket

approach and have been using CTAs only if appropriate. Seems to
be working. But most of the meta I work on is for info articles, so
it’s just a lot of “read new study on XYZ”
Reply
Annabel Candy, Get In the Hot Spot says:

I enjoyed reading this post as opposed to the

metaphor-heavy posts and the pop culture ones you mentioned. I
think they’re fun and a breath of fresh air but do sometimes feel a
bit gimmicky. Loving your return to good, old-fashioned writing
that’s chocabloc with handy and actionable tips.
Would that I were an seo ninja, but at least I’m married to one:)
Well, maybe not a ninja but at least a solid karate chopper. I’ve
written a few posts about the odd things people searched for and
then arrived at my blog from. Things like “the best way to steal a
car in day light” which is not a topic I’ve ever broached. Very odd.
But then, there are some odd people out there.
Reply
Chris Stocker says:

Great post that summarizes the basics of SEO in one

spot with enough detail to allow people to understand what to do.
So many times these SEO posts are so difficult to understand and
when I want to share some of them with clients, I can’t, because
they have no clue what is being talked about.
Reply
Nimit Kashyap says:

very good post, and thanks for mentioning about

keyword density.

Reply
Brett Henley says:

Ben:
No problem, I always enjoy sharing insight and war stories with

other writers. I think you’re method is fine considering even the
blandest of industries still have a value proposition (you hope) for
their audience.
I’ve spent thousands of hours writing for deregulated energy in

Texas, so I can relate. But I’ve always treated even the most
convoluted of subject matters with the same intent. You’ll find
that even vertical industries still appreciate consistency.
Reply
Dana @ Blogging Update says:

Sometimes, i just do not use keyword in title because i

need more human title than search engine title.
Reply
Andrew says:
This is a good article.
There’s also a great comment here from a guy who suggests that
the meta description should be used as a call to action. I never
thought of that!
Reply
Jeremy Victor says:

Brian,
Thank you, Thank you, Thank you.
Clear, concise, useful, educational.
If the day arrives when I am able to write a post nearly half this
good, it will be do to the work you are producing here. Extremely
well done. Brian. This is now on my monthly must read list.
Reply
Bamboo Forest - PunIntended says:

Even though SEO gives me gas, this was very

interesting and useful. Good stuff.
Reply
Life Compass says:

February 6, 2010 at 12:46 am

Thanks for sharing these tips. I know I’ve got to work

more on the page links and keyword frequency for the posts on
my site.
Reply
David Raybould says:

I think that i’m starting to get my head around what all

this stuff means in my writing.
SEO becomes a natural addition to writing and referencing. I’m

trying not to get too hung up on it as it can impact the flow of
writing.
It’s not such an issue if you are creating great content. People
sharing and recommending your content because it is great is a
much more powerful method these days. I think of it like word of
mouth vs marketing.
Reply
Rahman Mehraby says:

Fortunately Google understands synonyms. So, you

don’t have to repeat the same word or phrase in an unnecessary
way. Instead, you can make use of other parts of speech from the
same root, synonyms and so on.
Staying focused on what you’re writing and using relevant terms

could also boost your copy for top position in SERP.
Reply
Gillian Reed says:

This was nice and easy to read, and useful for anyone
still getting to grips with on-site SEO. I’ve read somewhere that
META descriptions are becoming less important. I’ve started to
use them less, although I may be wrong. I never bother with
META keywords anymore =)
Reply
Brian Clark says:

Ben, sorry for the delay in responding. Got busy

yesterday afternoon.
First of all, I’m all for testing out different approaches. It’s one of
the most fascinating areas of copywriting to see how changing a
word or set of words effects human behavior.
My approach with the meta description basically relys on the

headline (title) to be the call to action. You know I’m big on
compelling headlines, so if the title is doing it’s job in the search

results, then it’s going to make a compelling and relevant promise

that makes people want to click.
With that philosophy, I see the meta description as copy that

supports that compelling promise rather than a separate call to
action. It’s a reassurance that what the searcher will get is on
point.
So, for this article, I might go with something like this for the
meta description:
“Effective SEO copywriting optimizes the content of your web page

for better search rankings. Here are the five areas you need to
focus on.”
Anyway, like I said, I’m always open to new approaches. But I’ve
seen the power of a good title work wonders for too long to give
up on that approach easily.
Reply
Jim Murphy says:

I have another question about links:
Where do you draw the line between the value in having out-
links, which increases SEO, yet it takes readers off your site?
thanks!
Jim
Reply
Brian Clark says:

Jim, you’ll notice that a lot of people stick with linking

to their own content almost exclusively. Some say that’s even
better for SEO than linking out, and it certainly keeps people on
your site.
For example, look at my content landing pages like Copywriting

101 – that page is designed to rank for “copywriting”, and every
link goes to a part of the tutorial series or supporting information
that is on Copyblogger.
Reply
Jim Murphy says:

Thanks Brian. It’s tough because my Inner Excellence

blog is new (as is my website) and so there’s not a lot of my own
content to link to.
So as I write more blogs and build my readership, I have to ride

the fine line between putting a link out, which takes readers off
my site, and adding links that make the article more interesting
and SEO friendly.
Anyway, I’ll keep reading your blogs–thanks for everything.
Reply

John @ Reputation Engineer says:

Really explains a lot on how to build a site not for the

sake of ranking it high but on what the visitors are looking for.
We always tend to look things differently whenever search and
traffic is the topic and we forget for what we really are writing for.
Again thank you for this wonderful post, and another insight I can
give to my writers.
Reply
Sean Jackson says:

Jim, from my experience, good links to quality sites

from within your content is an excellent method for building the
authority of your own site. I would not get caught up in worrying
that people are leaving your experience. On the contrary, the
more trust you build with your readers by linking them to quality
information/sites, the more your site gains authority. Just look at
the posts on Copyblogger. They do an excellent job of giving links
to the “right” resources where those links help the reader. I know
I follow those links but I always come back to the source because
I can trust they will only link to the right place to help me.
Reply
Sally Witzky says:

Brian — thanks for this excellent reminder and

clarification of what’s important and what’s not so much when it
comes to blogging properly for SEO. I either write for several
blogs or supervise writing and there is a system to it but certainly
a lot of judgment calls being made with regard to SEO as I either
write, edit or post. I enjoyed some of the comments too. It’s not
as easy as it might seem, and I don’t think most people realize
how difficult it is to continually write effective posts, both for SEO
and — more importantly as you say — for the reader experience.
Thanks again.
Reply

@Jim Murphy – You can always add such outbound links

at the end of your post under “for further studies …” and set them
to be opened in a new page.
@Brian Clark – What you’ve mentioned is definitely enhancing

internal linking structure, which is by itself a powerful factor and I
agree with it as one of the factors helping your ranking for your
keywords.
As a rule, Google helps with your ranking if you link to relevant

sites with good information in them. As always, I believe this
should also be done in moderation, not exaggeration. In this case,
it won’t hurt your ranking anymore.
This is what I’ve tried and experienced with good results. At least

it’s worked for me and some of my clients this way.
Reply
Tammi Kibler says:

Thank you, these tips sum it up so well to share with

clients.
Reply
Curtis Chappell says:

Brian,
After 7 months and 130 posts, I’ve realized how much I’ve learned
about on-page SEO, and just how poorly I understood it in the
beginning.
So now I take a few minute every day to re-optimise my older

posts, and this also gives me an opportunity to inter-link with
newer content I’ve created which wasn’t there when I did the
original post.
Do you know how Google treats updated posts versus new posts?
cheers in advance!
Reply
David K. Enders, D.C. says:

I look at keywords as the honey that attracts your

reader/customer. If at all possible I have keyword(s) in my title.
However if you don’t provide good content, then they will not stay
around long. Linking to other relevent sites (yours or others) is
part of providing that content value. People share what they find
to be of value to them, this results in your site becoming an
authority site.
Reply
Σχολή Χορού says:

Thank you for putting it all together for us, on page

elements are more or less known by most SEO experts but that’s
a very nice quick guide.
Reply
Tamar Weinberg says:

Great posts as always, Brian. Love your SEO series this

week
But I can serve an alternate title in the title tag (which is the snippet
of code Google actually pulls the title from) thanks to a post feature in
Thesis (also available with the All in One SEO plugin for WordPress).

Question about that, actually, since I haven’t figured it out. If I’ve

been using All in One SEO for a few years and then go to Thesis,
does Thesis inherit the All in One SEO data? I worry that when I
switch over to Thesis, if I disable All in One SEO plugin, it will lose
all the info I have stored (and even in the opposite direction, for
example, if I have to make changes to Thesis and revert to an
old theme for a short while).
Any ideas if this is the case?
Reply
Brian Clark says:

Hey Tamar, good to see you!
Check out this post to see how to do the transition (for newer
versions of AIO SEO, there’s a link at the top of the post).
I could have sworn someone wrote a plugin for this, but maybe
I’m thinking of something else.
Reply
Weight Lifting Training says:

Great SEO content ideas. I like how you layed it out in

easy steps that i can use when im blogging. Its hard to write
content at times and it bugs me but i know if i work hard i can do
it.
Reply
Maren Kate says:

Hi!
So I am finally starting to read your blog, I’ve been blogging for 6

months or so but I have always been intimidated by
CopyBlogger… but alas, I got up the guts and added it to my
blogroll… so far, so good I got through this post with ease. N. 2
was a bit confusing but I’ll study it and get it through my non-
techy brain.
Just saying hey & thank you!
Reply
Tamar Weinberg says:

Cool – thanks so much for that!
Reply
GlennH says:
Excellent information. I am documenting a blog

development project within a blog. This information very helpful in

keeping me focused on writing style and keyword placement. I

think I need to change the titles to some of my posts.
Reply
Aglo says:
It’s a good information, though sometimes a blogger

often forget the good content and interesting. They are more
interested in advertising than creating the content.
Reply
NetSuite SEO says:

Quality Content is an important thing for get good

ranking in search engine because if your content is come in copy
scape,then there is no value of content in search engine and your
content is useless.
Reply
Gordon Rowland says:

Many thanks Brian, for explaining the complexities of

SEO in language I can understand.
Reply
Kiesha @ Highly Favored says:

I installed and activated the All in one SEO plug in for

WordPress and already I’m seeing some pretty amazing results. I
feel like a complete nincompoop for just now finding it.
Thanks for sharing
Reply
Suzanne McDonald says:

Leaping from newspapers 18 months ago, I believed

SEO was intended to be a vast insiders’ secret. Now that I
understand it, I realize it wasn’t exclusively an effort to withhold
information but more likely lack of ability to explain it. I’d love to
hear other opinions …
Here’s to helping non-techies grasp and appreciate SEO for the

benefit of connecting people with the information they seek … well
done!
Reply

Suzanne,

I understand what you mean as the majority of SEO related

content is written based on the assumption that the fundamental
concepts are known by everyone.
When some years ago, as a beginner in SEO, I was learning it

and sharing it with others, everyone’s face turned into a question
mark!
For this very reason, I’ve started a blog since last year and
publish SEO in simple language and try to keep away from the
technical terminology. Other posts about copywriting, social media,
blogging and so on are also written in a very simple language so
that the newcomers to the industry could realize them. It’s them
who need it.
Reply
Joshua Black says:

Don’t forget that the length of your page title and meta
description matters as well. The more the content is honed in to
the specific keywords, the more that Google will like it. Each word
in your meta description and page title needs to be gone over
with a fine-toothed comb. The shorter and closer to the keyword
the better, yet you still have to make it something that the user
would want to click on.
-Joshua Black
Reply
Donna Raagas says:

I received the link to this post from Denise Wakeman.

She really knows what to put out there! I’m still learning so much
about how to write and promote my blog so that it actually gets
read. Your tips are valuable to me and your writing style is easy
to understand, which I appreciate.
Reply
Jacob Stoops says:

Great article. As a professional SEO, I spend a ton of

time on these 5 areas – all of which can have huge impacts on
rankings and traffic if done correctly. I also like the fact that you
talked about “other stuff” as there is an endless amount of criteria
that goes into a good SEO campaign.
Reply
Patrick Murphy says:

Hi Brian,
What is a good way to generate so many comments!
Thanks
Patrick

Reply
Roberto Mazzoni says:

I was not really familiar with SEO optimized writing,

while on the other hand I have been writing a lot. This primer is
perfect for me to get going with an important aspect of the
optimization of my blog. Thank you!
Reply
Russell Jamieson says:

Brian, Thanks for the excellent article.
I would add a sixth area to focus on, which I think is equally

important not just for good SEO but also for the human reader. It
is a technique that you have employed effectively in this post: use
of headings, namely h2 and h3 tags.
My recommendation is to break up the content with headings that

contain keywords but are still natural.
The headings help the reader understand the content by breaking

it down into manageable chunks.
The headings also help the search engines understand what the
article is about and have greater weight than text in paragraphs.
The headings are also useful when writing the article as they help
the structure.
So my amended approach is
1. Title
2. Description
3. Headings
4. Content
5. Keyword Density check
6. Links
As a final note, when outsourcing articles I will do steps 1 to 3

and provide instructions for steps 5 and 6. This gives the external
resource a pretty good idea of what is required and also gives me
less work to do in the final editing phase before publishing
Reply
Sean says:
I think backlinks as of now holds the most importance

with Google page rank.
I’d suggest to fix the alt text in the images as well. But the 5 you
mentioned up there matters big-time.
Reply
Rezdwan Hamid says:


Some of those who are new to blogging do ask me what

is SEO and how to do it. This post makes it so much easier to
consume. The five essential elements does make simple sense and
it doesn’t have to take too much work.
My policy has always been to write for the human readers first
and search engine second. I guess there’s nothing wrong if you
can do both at the same time simply by tweaking (a little bit) how
you write a blog post.
Reply
Jimmy Dillon says:

Great comments and very helpful information here. I

just installed Scribe™ into WordPress.
Wow, what a relief! As a newbie blogger, Scribe™ will save me

loads of time and enables me to focus on my core vision. It “just
makes sense” to use this plug-in, for ANY blogger.
Brian, thanks for this AWESOME plug-in!
Anyone who’s not using Scribe™ yet, here is the link

http://bit.ly/9ssmGV
Reply
The Communication Cycle says:

March 3, 2010 at 12:35 pm
As I read my way through this article I repeatedly went

back to my last post and made changes. This is probably because
I am an action learner, I need to do things in order to get the
hang of them and inbed them into my mind. It was a useful
exercise. The results will show just how useful. I will try to
remember to post again in a month’s time.
Reply
Drew says:
March 4, 2010 at 9:59 am
Should the relevant outbound links be nofollow links?
Reply
Brian Clark says:

March 4, 2010 at 10:23 am
Drew, no, not unless you don’t trust the sites you’re
linking to, or they are paid sponsors. And if it’s not a respectable
site, you probably shouldn’t link to it in the first place.
Reply
Daz says:
March 8, 2010 at 10:24 am
Hi Brian,
This is a very pertinent topic for me, especially within the context

of the last comment you gave back to @Drew.
I have just started to rebuild our company website using Thesis

theme, and already we are getting comments and trackbacks that
look, well, poor quality (to put it nicely).
Should I be trashing these trackbacks or should I be modifying

them to add a ‘nofollow’?
So far, I’ve trashed every single one.
Reply
Kelley Edwards says:

March 8, 2010 at 3:47 pm
You are very right, it is important to make sure that

your content is both meaningful and constantly updated. Just
repeating a bunch of terms doesn’t get a company anywhere when
it comes to SEO. In terms of content, what is written not only
should it be insightful it should encourage the user to do
something or take an action. Audience involvement is key. Good
post
Reply
Deven Pravin Shah says:

March 10, 2010 at 12:38 am
Brian – Very insightful post.
Content is more important than ever. It provides so much

ammunition to establish the credibility.
-Deven
Reply
Kalia says:
March 10, 2010 at 4:18 am
This is a very great post. I do some SEO consulting and

this will help me out not only in my personal projects but for my
consulting work as well.
Reply
content creation company says:

March 14, 2010 at 3:23 am
A fantastic pillar article Brian!
It is so interesting to see how the emphasis of what is important

for article writing SEO changes over the years. To me the title
really just kills everything else. If your title is bad it doesn’t
matter about the rest.
Thanks for the inspiration, again.
Reply
Chris says:
March 22, 2010 at 8:44 am

These are all great points.
I really like what you said about building relevant content that
attracts people. This is very true…the better your content, the
more eyes that will come and look at it.
SEO companies like to create great content because it helps build

links. People might read your articles and want to post them on
their site or blog. This creates a link back to your website. The
more links the better!
Reply
Jim says:
March 23, 2010 at 2:34 am
Thank you very much for the article.
Reply
Guaranteed Web Traffic says:

March 29, 2010 at 2:31 pm
Nice post. Funny how when it comes to writing copy, it

always comes down to mastering the same elements.
Almost every professional will tell you how important these few
points are.
Reply
Chris says:
April 5, 2010 at 6:21 am
This pretty much gives a good background about SEO.

Another important point is having a lot of content…good content.
The more content that one has on their website, and the higher
the quality, the better the search ranking will be by Google and
other search engines.
Reply
Social Networking Company says:

April 6, 2010 at 4:58 am
These are the very basics of SEO. On-page is the first

step for a good website to succeed and it should never be
neglected.
Reply
Business Computer Services says:

April 20, 2010 at 9:05 am
Just to add to Brian’s great work. Content should

always be written for your targeted visitors. Search engines do
take into account how long visitors spend on your site. The longer
the visitors stay on your site the better.
Reply

Copywriter says:
April 23, 2010 at 5:22 pm
I like how your post points out NOT to get so hung up

on rules. As a freelance copywriter, I have many clients who
become fixated on the ‘keyword density ratio’. I’m a strong
believer in the fact that it’s all about your online visitors. If they
are engaged and stay on your site, this is what matters most –
not the number of times your keywords appear on any given
page. If you’re writing about a particular topic in detail, then most
likely the targeted keywords are popping up on a regular basis…
naturally.
Reply
Swabi says:
April 23, 2010 at 7:59 pm
Excellent job Brian, You explained it pretty well. When i

first started mywebsite, I didn’t know about anything, no mata
tags, no discription, nothing at all and that was the reason my
website was on the very last pages. I would recommend this
article to every one who is a beginner webmaster.
Reply
Article Writer for Hire says:

April 30, 2010 at 2:50 pm
Content writing is indeed important. But the content

should be of high quality and should be included in on page and
off-page SEO tactics. Keywords should always be well integrated
in the content. There should also be a balance between keywords
and content. I think that many people overlook the importance of
On-Page SEO and simply begin with their Off-Page. This is often
counterproductive. If your site is not optimized correctly the link
building will be in vain.
Reply
Increase Traffic says:

April 30, 2010 at 3:07 pm
These are great recommendations. When I first started

Internet Marketing I was quite overwhelmed at trying to find ways
of increasing traffic to my sites. When I learned SEO tactics and
the importance of adding quality content to my sites I realized
there was no better way to rank well in SERPS and to bring in
quality visitors to my websites. Good for you, for putting this
together.
Reply
Nicola Connolly says:

May 13, 2010 at 4:41 am
Great tips here for successful on-site optimisation.

Getting the balance right between writing for SEO purposes and
ensuring your content hits the mark for the real people who are
viewing your website is the key.
I have to agree with your comment “I go with the more

compelling headline first and foremost” – remembering your end

user at all times when optimising is very important.
Reply
Joe Bulger says:

May 15, 2010 at 12:49 pm
One of the best Special Reports I’ve ever seen.

Great information and strong relationship/trust builder.
I came away feeling more knowledgeable, somewhat overwhelmed
and eager to move forward with Scribe.
Reply
Antoony says:
May 16, 2010 at 5:22 am
Actually I wonder why just talk about on page SEO?

Then where talks about the off page? Then I realized that this
article was entitled: On Page SEO – Five Areas to Focus On for
Effective SEO Copywriting So this article really focuses on the
on page SEO.
This is off topic, I really want to know, can we get a good rank
from google only with Effective SEO Copywriting without backlink
building? Sorry if this question looks silly
Reply
Brian Clark says:

May 16, 2010 at 11:35 am
Antoony, at the bottom of the post in a yellow box is a

link to a 28-page free report that explains the entire SEO
copywriting process, from on-page, off-page, keyword research
and link building. Take a look at it, should answer your questions.
Reply
Antoony says:
May 16, 2010 at 11:48 pm
Brian, I apologize for not thoroughly reading your

articles above. Yes, you are right, at ‘How To Create Compelling
Content That Ranks Well in Search Engines’ there is the answer to
my question. I will read it repeatedly to get the core essence.
Thanks for all.
Reply
SmilesDoc says:
May 18, 2010 at 7:31 pm
Until I found this blog, I thought SEO coywriting was

dull… Now I see it as a worthy game of ruthless optimization.
Joe
P.S. I just bought Thesis based on your validation.
Reply

Webbabe at koninklijkgoed.nl says:

May 29, 2010 at 7:41 am
A great article, very inspiring!
Reply
Vern says:
June 7, 2010 at 8:18 pm
OK cool site love all the info here. New to your site I
just tripped onto you the other night. Only been Blogging for a
short time and developing a strong appreciation of the content
here. Trying to get into the SEO part of things and your article
answered some points I had questions about. I got started with
the make money now thing but really enjoy the community aspect
of Blogging. Hey thanks for the read and your great points.
Reply
ProbusinessGuy says:
June 14, 2010 at 2:23 pm
One Thing i have always thought of about on page seo

is how do you get it to go popular, We all know that alot of pages
do well but how do you make it link bait ready? Questions like
these need to be found if i want any success in internet
marketing.
Reply
Jamie Graham says:

June 19, 2010 at 9:33 am
With regards to meta descriptions I’ve noticed a few

times that even if I stick within the character limit, Google
sometimes uses the first line of text from the relevant web page
rather than the meta description I’ve written.
Has anyone else experienced this?
Reply
Peter says:
June 29, 2010 at 9:40 am
Very good point about being spreading the word! getting

more people to see what you’re up to is key, but at some stage
the quality has to be there, what comes first the great content, or
the authority, the former for me.
Reply
Eugene says:
July 2, 2010 at 4:04 pm
Just an amzaing post. Tnx a lot!
Reply
Nick Stamoulis says:

July 22, 2010 at 6:03 am
You’ve hit on some major points here. It is so important

to focus on Meta Tags, Title Tags, Meta Descriptions, Content and
even yes the format and navigation of the site and I too could go
on, but executing some of these initially will allow your site to
gain naturally over time, and that is the best way to gain
popularity in the eyes of the search engines. You never want to
force anything, especially when it comes to link building, try to
stick to a white hat approach making sure to build relevant links
whether they are internal links or external, always keep quality in
mind over quantity.
Reply
Roschelle says:
August 4, 2010 at 12:05 am
All this information is great stuff and you know it Brian.

I can do every bit of it and get pretty good results.
The one thing I battle with more than anything is the title. I know
the title needs to be and should be keyword relevant. But I get
caught up in wanting my titles to be something catchy…you know
those titles that leave you saying, “dang, I wish I had thought of
that” or “what a catchy phrase”.
I guess if you choose to do it that way you’d better have some

heavy hitting stuff in the body of the post
Reply
SD3RD says:
August 9, 2010 at 10:16 am
Brian,
I didn’t read the 133 comments listed above due to time
constraints, therefore excuse me if this question has already
asked. On page 8 of “How to Create Compelling Content …” you
mention an Appendix, “I’ve got a more extensive guide to
keyword research for you in the Appendix to this report.” This
Appendix is NOT included in the 28 pages I downloaded. How can
I get a copy of the Appendix?
Reply
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SEO Copywriting: The Five Essential

When I first started Copyblogger in

It was because I saw all these people

SEO Copywriting And yet . . .

Do You Recognize These 10 Mental

http://www.copyblogger.com/on-page-seo/[9/9/2010 2:52:39 AM]

How to Write Ebooks That Sell 216

60 Ways to Increase Your Influence

http://www.copyblogger.com/on-page-seo/[9/9/2010 2:52:39 AM]

It’s debatable whether keywords in your meta description influence

It might also help to bold the first occurrence of a keyword phrase,

It’s generally accepted that keyword frequency impacts ranking (and

In other words, the only way to tell if your repetition of keywords is

You don’t need to mindlessly repeat keywords to optimize. In fact, if

Here are some “rules of thumb” for linking based on generally

http://www.copyblogger.com/on-page-seo/[9/9/2010 2:52:39 AM]

Link to relevant content fairly early in the body copy

Again, these are guidelines related to current best practices. Don’t

Yes, there’s other stuff . . .

This is an excerpt from a free 28-page report called How to

About the Author: Brian Clark is founder of Copyblogger and CEO of

Copyblogger runs on the Genesis Theme Framework

Take advantage of the 6 default layout options, comprehensive

Find out more about the framework features

http://www.copyblogger.com/on-page-seo/[9/9/2010 2:52:39 AM]

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Dave Doolin says:

http://www.copyblogger.com/on-page-seo/[9/9/2010 2:52:39 AM]

Not a ninja by any means, but the effect of alt/title

I don’t always add appropriate image attributes myself, despite

Brian Clark says:

Dave, I try to use good alt image text, but from a

Martha Hart says:

Chanda | BizDharma.com says:

It is frequently advised that alt attribute of images help

Chanda | BizDharma.com says:

Oops Too many typos. Hope you dont mind

Guerrero Ink says:

I’ve been doing SEO for small businesses for a while. It

Navigation, photos, alt text, etc., ARE important and mostly

Guerrero Ink says:

http://www.copyblogger.com/on-page-seo/[9/9/2010 2:52:39 AM]

February 5, 2010 at 12:35 pm

LOL “instead of”=”in addition to” need more coffee!