Writing search engine friendly text which is keyword-rich and actually readable can be a tricky thing. It’s helpful to take a step back from focussing on the technical side of SEO, and concentrating instead on the real reason you’re writing your copy: to communicate with website visitors. Don’t ignore opportunities for crafting a search engine friendly sentence, but remember that copywriting has been around for a lot longer than search engines, and the best copy has always been based on clear, persuasive communication.

Focus on what you want to say, and work out how you’re going to say it. If you’re struggling, there’s a treasure trove of advice on numerous blogs and websites dedicated to the business of SEO copywriting. They all agree on the basics…

Keep in mind your client’s needs, identify the correct tone for your copy, and be ready to edit and redraft.

It’s at this editing and redrafting stage that you should really focus on your keywords and keyphrases. Copy that fits your client’s needs should be easy to optimise. Exact match keywords (brand name, product name, etc) should be in place already. A review will throw up opportunities to balance keyword density, removing them from areas where they seem too numerous, and fitting them in where there’s the opportunity.

The kind of long-tail keyphrases that can significantly improve your search reach may not have appeared fully formed in your copy. Some research, however, should identify related words and common queries that existing/potential visitors are combining with your keywords when they search. Alter your existing copy to include these phrases; you should be able to identify opportunities for placing them in a way that benefits your copy. Keep it balanced, with the focus on communication, but don’t be shy about using your keywords.

Remember that when you’re using keywords and keyphrases, you’re communicating with your visitors using the same language they’ve used to find you. They expect to see your client’s name, the name of their product or service, and so on. It’s an SEO copywriter’s job to repeat without seeming repetitive; it’s every copywriter’s job to engage, persuade and communicate.