Updated: Aug 13, 2020
SEO is an acronym for Search Engine Optimisation. That may sound like frightening technical jargon, but it's quite simple—at least the concept is, not so much the execution sometimes. Is when you make your webpage easy to find for your potential audience. For example, if you have an online store that sells handmade vegan dog collars, you want people who type 'handmade vegan dog collars' into Google, Bing or another search engine to find your online store easily.
To make your online store easy for potential customers to find, you must optimise the copy throughout your website. In the context of SEO, optimising content and SEO means adding search terms, both specific and broad that are relevant to the titles and text of the pages of your website.
SEO content writing, then, is the writing of the copy that is optimised for keywords that are relevant to the products, services or information that you provide.
When you use relevant keywords throughout your page, it helps search engines know that you provide the information that your customers are searching for. It's not enough, however, to just stuff keywords into your copy. In fact, there's a term for putting too many keywords in your text: 'keyword stuffing'. Stuffing keywords into your writing will actually make you harder to find for your audience! That's because search engines like Google recognise this tactic and penalise websites by decreasing a keyword-stuffed website’s rankings on search engine results pages (SERPs).
How do you use SEO to your advantage?
The best way to implement SEO into your website is through a combination of high-quality writing and targeted keyword research. Keyword research is done through a campaign before you begin writing your optimised content. The keyword researcher will find specific keywords that target your particular audience; they may even target keywords by region so you can narrow in on your potential customers. For example, if you sell handmade vegan dog collars in Dubai, then one of your SEO keywords could be 'handmade vegan dog collars in Dubai.
SEO best practices
Whenever you want to optimise your web content for search engines, there are some critical components you should keep in mind for SEO
Meta content or metadata is information about your website that doesn't actually show up on your website on-page. This data most often presents in two forms: your page's meta description and meta title, the latter also referred to as the meta tag or SEO title. The meta description is the short, approximately 160-character strip of text that shows up on the search results page and provides a summary of a website's content or purpose. While meta descriptions don't much impact search engine rankings, they are essential because they can encourage searchers to click through to your website. If you don't write a meta description, the search engine selects a string of text from your website to use. However, since the text is not explicitly formatted as a meta description, it might be a partial or cut-off phrase, and this could negatively influence the way searchers react to your page.
The meta title is the most important way to tell search engines what your page is about. It should be no more than 60 characters, including spaces, and it should be unique for every page. Your meta title should contain your primary keyword as close to the beginning of the title as possible.