SEO is arguably the most important marketing strategy in existence. With “93 percent of online experiences beginning with a search engine,” law firms want to do everything possible to climb the rankings and appear for targeted keyword phrases.
Although there are numerous ways to accomplish this, SEO copywriting should be a top priority. The way you structure and format your content can maximize your SEO impact and give you that “extra oomph” you need to beat out the competition.
Here are some particular SEO copywriting hacks to incorporate into your content.
Make Full Use of Subheaders
Modern readers don’t actually “read” content, they scan it. In fact, the vast majority of your words will simply be glossed over, and readers will navigate their way through an article by looking at the subheaders.
Therefore, you want to include plenty of them. More importantly, try to incorporate targeted keywords (naturally of course) into those subheaders whenever possible.
Use Short Paragraphs
If you want to send visitors running, just use massive blocks of ugly text. This looks utterly revolting to the human eye and renders your content virtually indigestible.
The far better option is to use short paragraphs ranging anywhere from 1-3 sentences to properly break up ideas and transition from one topic to the next (like this).
This makes it much easier for readers to absorb your content, which can lower your bounce rate because visitors will be inclined to spend more time on your site. With many experts speculating that a high bounce rate hurts SEO, this is a smart move to make.
And if you look at some of the most respected authorities on SEO such as Brian Dean and Neil Patel, you’ll notice that they use this writing style.
Be LSI Conscious
LSI is short for latent semantic indexing and is “a mathematical method used to determine the relationship between terms and concepts in content.” Long story short, it’s the practice of incorporating relevant synonyms, keywords, variations, etc. to fully address a topic and answer common questions.
This way search engines recognize that a page is about a particular subject rather than a single keyword. It’s the opposite of keyword stuffing and is used to describe a topic within a larger context. So rather than using the same keyword over and over, try to use relevant variations.
It should make your content read more naturally and improves SEO at the same time. The LSI Keyword Generator is a great free tool that can help you with this.
Throw in Internal and External Links
SEO thrives on links, and they serve as the primary currency. What you want to do is get in the habit of peppering in both internal (pointing to other pages on your site) and external (pointing to outside resources) links throughout your content.
This provides readers with relevant content they may find valuable and makes for a more robust link profile.
Writing with search engines in mind requires a slightly different approach than what conventional logic might dictate. It’s much different than what you would read in a book or an offline publication. But using these SEO copywriting hacks should help your content go farther in search engines and give you an edge over competitors.
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