Forget About SEO Copywriting

We all want to be #1 in the search engines for as much of our content as possible but people can get so caught up in optimizing their sites for the search engines that they forget their human visitors.

Let's think about that for a sec.  What do the search engines really want?  They want to bring quality, relevant, useful content to their readers. 

So how do the search engines determine that your content is doing that? 

They find out what 'readers' really think about your content.  It's true, the search engines are so much about delivering quality, relevant content that they base the importance of what you write by how readers respond to it. For example, who is linking to your content, bookmarking it and Digging it.

SEO copywriting today is all about crafting content that is compelling and unique. The idea for you as a writer is to get as many people as you can to link back to you, but keep in mind that you won't get those links if the human reader doesn't first feel you are deserving.

On the other hand that doesn't mean you should ignore the critical components of SEO, but when writing your actual content keep your human reader in mind. 

When I was first learning how to optimize my site for the search engines I heard the words 'keyword density' a lot, in fact I still run across sites where they include it in their SEO optimization techniques; however my suggestion is 'forget it'.  Instead just use the words that come naturally to you, it’s what your readers will prefer and it’s a lot easier for you.

Demian Farnworth says it best in his article Killer Online Content, "If you focus on writing clear, concise and compelling copy, you will naturally write keyword-dense copy”.  But what's more is it’s easier than figuring out keyword density and the other non-sense that makes your content uninteresting and often confusing.

That’s not to say that keywords aren’t still important, they are, but the search engines put greater weight on what others think about the content as well as the words they use to describe it in links. They use this as a better indication of relevance and quality.

So how do you get content that is:

 – Popular (others find it interesting and pass it on) 
 – Unique (delivering content that is unique, not found anywhere else)
 – Relevant (content relevant to your site's topic)
 – Consistent (delivering fresh content on a consistent basis)

I've coined it my P.U.R.C. content 😉

I've spent lots of time crafting content on my own and I rather like doing it, but it takes up a lot of my time.  To get around that I've hired ghostwriters but frankly ghostwritten articles can be dull.  They hardly deliver the content that someone would link to let along rave over.

I've pretty much settled on using Private label Rights (PLR).  A good PLR package delivers lots of facts and interesting points so that all I need to do is add my own voice to give it that extra uniqueness.  But here are a few things I've learned about using PLR:

Don't go out of your way to find free PLR. You can certainly use the free stuff to supplement another article or a content page but if it's free you're going to find many others that are using it as well and your 'uniqueness' will be lost. 
I much prefer using paid PLR or better yet a PLR subscription site that offers monthly unique content.  The advantage there is that most of your lesser performing competitors will be looking for free or cheap PLR, if you're using a quality subscription site. you've got an edge for staying unique.  A good PLR site continuously delivers new content so you're better able to deliver fresh content on a consistent basis.

So next time you write using your own articles, PLR or whatever it is, think about what your audience is hungry to know, then think about what will most get their attention and then deliver it focusing on the human person who actually stands to gain the most benefit from what you are writing.

If you're in need of good PLR two of my favorite PLR sites are: All Private Label Content & Easy PLR

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  1. Heather Lloyd-Martin says:

    Good post! Unfortunately, keyphrase density is something that was touted WAY back in the day (we were optimizing for Alta Vista back then.) Today, due to things like off-page factors and how the engines are much “smarter” today, density isn’t as important. You do need to have a good keyphrase strategy and leverage the SEO copywriting “power points.” But you don’t have to worry about hitting a percentage.

    In the 11 years that I’ve talked on stage about SEO copywriting, worked with clients or trained writers, I have never focused on keyphrase density. Keyphrase strategy, yes. Choosing keyphrases that are appropriate to the buy cycle, yes. But never density.

    Question re: PLR – how do you get around duplicate content issues?


    • Hi Heather,

      I never use PLR directly as I get it. I always customize it to my own writing style. Good PLR
      gives me an idea and a few facts. From that I can craft a completely unique article or blog post.

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