How to Optimise Web Copy for Better Rankings

a content marketer writing a product description on a laptop

Brilliant web copy compels visitors to take positive action, i.e., buy a product/service, sign up for a newsletter, explore social media pages, and so on. Brilliant web copy also leaves a great first impression on visitors, so much so that they feel compelled to return to a website.

This is a great way to build a loyal audience and get out of the one-time visitor rut.

While writing engaging, value-added, and audience-centric web copy is important, it’s not enough. If you fail to optimise your web copy like a seasoned pro, your rankings won’t really budge.

In 2023, you should have a razor-sharp focus on ranking high on Google SERPs. High rankings mean sweet traffic, enviable conversions, and consistent business growth.

In this blog, we’ll help you understand how you can shape up your rankings through web copy optimisation strategies. Let’s begin!

1. It’s All About the Keywords a web user exploring keyword-optimised products on a mobile-friendly website

Keywords are considered a game-changer, and it’s easy to see why. By incorporating high-ranking keywords into web copy, you can significantly improve your visibility on SERPs. However, incorporating keywords into web copy is very different from incorporating keywords into web content.

When you’re working on your “Home” page, “About Us” page, “Service” page, or any other web page, the copy must be to-the-point, fluff-free, and non-promotional in nature. It can often become difficult to sneak the right keywords into web copy without making it sound salesy.

Work with professional web copywriters who can retain an air of professionalism without neglecting keyword density and placement. Add short-tail and long-tail keywords to the copy. If you’re working on a local page, add local keywords to rank high on Google SERPs for local search queries.

A robust keyword research plan will help you give your web copy the visibility it deserves on SERPs. Make sure you also incorporate keywords into the page title, meta description, image filename, image alt text, URL, headings, and subheadings.

Recommended Read: Keyword Ranking: How to Choose the Right Terms

2. Optimise for Mobile

According to research, Australian smartphone usage is expected to reach 23.6 million by 2026. As a business owner, you have the golden opportunity to reach web users via their mobile devices. Unfortunately, many brands fail to launch mobile-friendly websites and apps.

If your site is only accessible to desktop computer and laptop users, you’re leaving a big chunk of your demographic out. Start by launching a mobile-friendly website. Once you’ve checked this box off the list, carefully optimise your web copy for mobile users.

Google now has mobile-first indexing; it ranks mobile-friendly sites higher than sites that aren’t accessible on smartphones. Your web copy should appear seamlessly across smartphone devices without any text or graphics being omitted.

Recommended Read: Should You Create a Mobile App for Your Business

3. Add High-Quality Images and Videos

a business founder selecting high-quality images and videos for their website

Well-written web copy is powerful on its own. However, graphics help web copy perform even better.

Incorporate high-quality images and videos into web copy to elevate its performance on SERPs. Choose engaging, visually appealing, high-resolution, and relevant images and videos that help web users pass through the sales funnel seamlessly.

The goal is to make your brand look better. If you’re adding media to your “About Us” page, add a behind-the-scenes video or timeline-style photos that capture your journey as a brand. If you’re working on a “Product” page, add professionally shot images that display the product from different angles and a product video.

Visual content is immensely powerful; web users love it, and, as a result, Google loves it. Not only will you manage to engage a wider chunk of your audience, but you’ll also enjoy higher SERP rankings.

4. Update Your Copy Periodically

Many businesses believe that only web content should be updated, not web copy. This is a common misconception. As new audience interests, buying habits, and trends emerge, your web copy should reflect these changes.

Make sure you revisit your copy and tweak the keywords, links, and even the text itself based on industry developments, audience preferences, and other key factors. Web copy should be evergreen, not stale. You’ll have to rework your copy every 3–4 months to ensure it performs optimally.

This will also have a positive effect on your rankings. Google wants to supply relevant content to web users. While you may offer a great product, it can easily plummet on Google SERPs if the copy is outdated and irrelevant. By routinely reworking your copy, you’ll ensure that you meet user intent to a tee.

5. Demonstrate Expertise

a content marketer writing web copy that demonstrates expertise

Google has confirmed time, and again that expertise is a significant ranking factor. Your web copy should demonstrate a high level of expertise and credibility. Instead of simply highlighting a product in a few sentences, add more detail that helps users understand why they should buy from you and how your product can benefit them.

If you run a B2B business, this is more important than ever. Your web copy should be more nuanced and comprehensive. This doesn’t mean you add a big bulk of text to your web pages. Instead, provide small paragraphs of text and additional drop-down style copy for web users who require more insight from you.

Expertise can help speed up the buyer’s journey. As we mentioned earlier, it’ll also neaten up your rankings. This is the ideal win-win situation.

Ready to start implementing these web copy optimisation strategies? At TocToc, we provide professional content marketing services to clients across Canberra and Sydney.

With a strong focus on quality, our team goes the extra mile to write engaging, value-added, and optimised web copy that resonates with your target audience. We start by reviewing your current web copy. Our team devises a set of alterations or suggests new copy.

We tackle everything from copy research to writing to optimisation to marketing. Once you approach us, you can rest assured that your web copy will appeal to your audience and get green-flagged by Google.

Call us to get started. We also specialise in digital marketing, search engine optimisation (SEO), social media marketing, web design and development, app development, and email marketing.

Get Started Today!

Get in touch with us with your ideas and needs. We will come up with a web copywriting strategy that works for you.
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