I just wanted to clarify the importance of some SEO copywriting matters. This comes from techniques learned using Yoast for my own content publishing projects. Yoast adjusts my SEO score based on edits I do to the copy. So: what to know about SEO in 2025?
Choose a keyword phrase
To get your website found by pre-qualified visitors, you want to assume they’re typing in a somewhat specific phrase. Technically, it could be a more generic word or words. But in that case, you’d be competing for the near-impossible. So if you want to convert sales, you should hone in. Choose a phrase to target. Then search engine optimize your copy and content on that page or post that you plan to publish. Here’s how to do it.
The keyword phrase should be repeated in the following spots on said page:
- The URL itself
- The page title
- The page description
- The meta keywords
- The H1 heading, and maybe 1 or 2 other subheadings (but not more – you’ll score less if you keyword-stuff)
- The first paragraph
- The main image’s alt tag
Other aspects of SEO copy that search engines “like,” and will rank your phrase better for, on that page:
- Short sentences – break up longer sentences that contain one or more comma-separated clauses, into two sentences.
- Use of unordered (meaning bulleted) or ordered (meaning numerical) lists to break up comma-separated paragraphs.
- Use of H2, H3 headings to break up sections – your first heading is H1 – after that use, H2, H3, H4, etc. down the page.
- Inbound links to said page, that contain THAT SPECIFIC PHRASE, from other pages
- Outbound links that go to other, related sites (which open in a new page) – good news, if you sell online, search engines count your PayPal button link as an “outbound” link.
I’m writing this because it’s important, not only for people who create websites on their own, from scratch; but also, for people who hire content writers and then wonder why the wrote the copy that way that they did.
Again, your best guide for creating well-targeted web pages that rank well, is to use a tool like Yoast. Their guidance shows up right in the post or page as you’re typing. It’s really pretty neat.