I’m a massive WordPress supporter and plenty of others are too. In fact it’s downloaded over 10 times every couple of seconds according to this fun download counter. Web developers are flocking to WordPress and it’s the preferred content management system for millions of businesses.

So these days, when I’m writing copy for a website, it tends to be in WordPress.

But where does SEO come into the copywriting + WordPress equation?

When is SEO important?

Often, you’ll want your customers to arrive on your website through a Google search. Usually you’ll want them to stay long enough to carry out an action. Buying a product, phoning you up, engaging with advertisements, or learning something new – they’ll need encouragement to stick around.

SEO isn’t the only way to get noticed but you’ll need it to be found in Google and other search engines. That doesn’t mean it has to be obvious or get in the way of your brand’s message.

The last thing you want is to put your customers off with bloated pages stuffed with keywords or unengaging text just for the sake of SEO. Take a look at one of my favourite illustrations of truly bad web copy:

Bad copy example
Source: Macworld

The article speculates on the iPhone7 and is written with the sole intention of getting Google traffic to the site for search terms including “iPhone7” and “iPhone 7 launch date.” The site uses two very obvious black hat techniques: keyword stuffing and heavy linking to other pages.

How can copywriting + WordPress + SEO work together?

At the time of publishing this blog post, I found that article above on page one of Google for its targeted keywords. That’s good. But it’s really terrible to read. After clicking on the link in Google, any reader will pretty quickly realise the article didn’t give them the answer to their query.

SEO is important but there’s little point of using it in isolation if your customers arrive to find irrelevant copy and leave your website right away.

Plus, Google is constantly getting smarter and will often penalise bad SEO techniques like those above.

So, heavy use of keywords isn’t the answer.

Instead, you’ll need:

Together, these elements mean the right audience will find you in search results and you’ll keep their attention long after they’ve clicked through to your website.


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26th May 2015

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