Implementing an effective onpage search engine optimisation (SEO) strategy requires the right balance between relevant keywords and native copywriting. Along with this, you’ll need to structure content with effective headlines, an adequate minimum word count, and topical clustering. As you can imagine, even the most basic onpage SEO strategy takes proper resource allocation.
While it may seem like artificial intelligence (AI) can pick up some of the slack, it’s important to note that search engines de-rank duplicate content. This is worth mentioning because AI engines generally can’t differentiate between clients. In other words, if you and your competitors use AI to write articles it’s likely they’ll contain similar information and use a standard structure. This, in turn, can be seen as duplicate.
That said, all good content starts with the right keywords. Read on to learn more about how this relates to an onpage SEO strategy, followed by more on why unique copywriting matters.
Please reach out today if you need SEO support on any of the topics covered.
Generating the right keywords
There are many keyword research tools available, like SEMRush and Moz, which automatically generate lists of keywords. However, without a realistic content calendar and overview of your website’s performance, it can be challenging to know where to start. This is because, when looking at keywords, you’ll see them ranked by search volume.
A content calendar helps you visualise how often you can post new articles each month. With this insight, you’ll be able to then see which keywords are easily attainable by their search volumes. This is because keywords with higher search volumes require more content than those lower search volumes. That said, in addition to frequency, your website’s domain authority impacts how easy it is to rank – the higher the better.
Ultimately, you’re trying to get your content to rank in the top 100 of a search engine. Once the right keywords are selected, you’ll then need to weave them into easy-to-read text.
Onpage SEO copywriting
First and foremost, it’s important to understand that brand copywriting and SEO copywriting are not the same. They serve different functions. Brand copywriting serves to be catchy, quick, and instantly captivating. SEO copywriting, on the other hand, is about playing the long game. In fact, due to how search engines index and rank content, it can take 3-6 months to see results from an onpage SEO strategy.
Also, by nature, SEO copy needs to be long. While the minimum word count is 300, it’s really recommended to aim for at least 500. It’s for this reason that many companies are looking towards AI engines to generate this type of content. However, as mentioned above, it can all be for nothing if a search engine de-ranks your article. When this happens, the content becomes hidden and won’t appear in the first 100 results.
Of course, the right type of copy you use will depend on your audience, and industry. In some cases, brand copy for social media and search engine advertising is highly effective. Where onpage SEO copywriting shines is in industries requiring context and technical information. When most customers read an SEO article, they’re usually looking for additional insight before buying a product or service.
Implementing a custom onpage SEO strategy
This article aims to provide a basic overview of what’s involved with an onpage SEO strategy. Of course, much more goes into implementing a fully customised plan. If you’d like more information on the SEO services offered by Cement Creative, feel free to get in touch.