Here’s my philosophy on writing copy for webpages: Think straightforward, then think technically, then think simply.
Here’s what that means:
If you need copy for a page (or blog post, or newsletter) to begin with, you have something you want to say. That’s the straightforward part: figure out what you want to say, how you want to say it, and what its purpose is. Use that for outlining ideas.
Thinking technically refers to making your copy easy to find, both for users and for search engines. You’ll find millions of pages advising you on the best way to write copy for search engines, but there are a few key points to keep in mind (including focusing on a keyword and making the copy long enough) that should be heavily considered. You can’t worry about every little detail, because…
When you think simply, you come back around to what makes a website great. Your users want information, answers, and insights. They don’t want blocks of keywords, fluffy language, and five links in every paragraph of text. And Google, behind all the intricacies of its search algorithm, is doing the same thing. They adapt their formula to look for sites and pages that appear to be what Google users want.
Long story short… don’t write for search engines. Write good copy for your audience and Google will find it.
When I write copy, this is my thought process.