Step 4: determine your secondary (H2) SEO keywords
We are almost at the point where we can start writing. Now you have defined your H1 keyword, you still need to decide which supporting keywords you need to include in your SEO optimized text.
In our example: "recruitment strategies" and "recruitment software" were expensive but easy keywords. If we are writing a blog about recruitment it is certainly advisable to discuss these two topics and to place the keywords in a sub header ("H2" or Header 2).
Search engines assume (correctly) that related keywords often occur together. Google therefore will consider it as confirmation that your blog about "recruitment" offers answers to frequently asked questions concerning recruitment.
Make sure that you use your SEO keywords in your text as well, but don't go overboard. Google doesn't appreciate it, and neither will your readers.
Step 5: SEO copywritings is ultimately about human readers
Killing it at SEO copywriting sounds easier than it is. A text that does well in search engines has to be easily found , and people have to click on it, as we saw above.
But it must also be content that provides value to the reader: search engines check your bounce rate and the amount of time visitors spend on your site. If many visitors click away from your site almost immediately , your place on the rankings is in danger.
(We discuss storytelling elsewhere on this blog.)
Your SEO copywriting needs to be sufficiently informative - and therefore long enough. As a rule, assume that an SEO optimized text is at least 500 words long, but highly ranked content is more often between 1500 and 2500 words in length.
Step 6: Create a web of SEO texts
Don't stop at just one text. Create a real mini-web of SEO optimized texts on your site: content that is all linked to each other and with which you don't only talk about certain keywords but a broad topic in all its facets.
For recruitment for example:
Job Application Procedure
A good place to start are your "H2" secondary SEO keywords, which you spin out into separate chunks of content.
Step 7: monitor your SEO scores in Google Search Console
Aftera week or two you should see your new content rising in your Google Search Console (at "Queries").
Pay special attention especially to:
Average ranking: indicates how high your content is scoring on average (the end goal is: 1.0, of course)
Impressions: indicates how frequently someone saw your content in their search results. Ideally this will be around the search volume you found on Ubersuggest.
Clickthrough rate: probably the most important metric. Indicates how often people, as a percentage, click on your content when they see it in the search results. This is [(number of clicks)/(number of impressions)]. Google is wonderfully predictable: content that more people click on will rise to the top spot. Assume that you will rise CTR is than 15 - 20 per cent. Lower than 5% is a problem - check your title, URL or summary.
If you're getting your SEO copywriting right, you will automatically see your rankings rise for your secondary keywords too. That would be the perfect time to give them their own spot on your blog.