7 SEO and conversion tips for copywriters and editors

Good texts want to be read. In online marketing in particular, they are an important part of search engine optimization (SEO).

In order to be visible in search engines such as Google & Co., it is worth turning a few screws so that the next text is a success. A look into the SEO toolbox shows 7 SEO and conversion tips on how to shine with your web text in the search engines.

  1. The target group is always in focus
  2. Good texts convince with information
  3. Uniqueness is a competitive advantage
  4. Entertaining and focused texts are popular
  5. WDF & IDF are success factors for SEO
  6. Structure brings order to the content
  7. Content and appearance go hand in hand

Tip # 1

The target group is always in focus

The first maxim of SEO writing is: Write for the user, never just for the search engine. Before writing a text, it is advisable to know which target group the text is intended to reach. What search queries do visitors use to come to the website and what are their intentions? Questions that can indicate the direction of a text, especially at the beginning. The writing style should also be based on this. Knowing what information they are looking for is part of the supreme discipline of all website operators. Helpful and valuable content makes not only the users, but also the search engine happy.

Tip # 2

Good texts convince with information

Information is the flagship of good web copy. Those who convince visitors with up-to-date, well-founded and reliable information in their online research will also be rewarded by the search engines. Understandable for everyone and prepared accordingly, the texts that get the user quickly to the goal of their search score particularly well. In addition, you stand out from the competition with studies, white papers or expert interviews. In the end, relevance is shown by the one that offers the customer the greatest added value.

Tip # 3

Uniqueness is a competitive advantage

Who wants to be a copy? Web texts shouldn’t be patched together carelessly from different sources, but should come from your own hand. The more individual and enticing the content, the better the ranking. Unique content asserts itself entirely in the interest of Google, because the search engine wants to offer users varied and unique content. So it is worth investing a little more time in your texts.

Tip # 4

Entertaining and focused texts are popular

Monotonous texts with dry technical language should stay where they belong – in the textbooks. The digital lives from the emotional and varied. Website visitors want to have fun reading without getting bored. For a good copywriter this means: visual language and precision are required. A sentence with a strong message, good readability and relevant information is worth more than three sentences that don’t get to the point. Respect for users’ valuable time is part of the good form on the web today.

Tip # 5

WDF & IDF are success factors for SEO

In the past (so much earlier) it was said to include as many keywords as possible in the text. Since Google does not want to offer users any texts overloaded with keywords, the WDF (within document frequency) and IDF (inverse document frequency) have proven to be positive factors for the ranking in the search engines. They are more interested in text quality on the web than the keyword density that was prevalent until recently. In the WDF * IDF analysis, the keyword and similar terms that appear on the page are compared to other websites that rank with this keyword. Common WDF * IDF tools then point out keywords that appear too much, too little or not at all in the text. In order to achieve a good “average”, you can optimize your text based on the knowledge gained. 

Tip # 6

Structure brings order to the

What applies to large online projects also applies to online copywriting. Without a structure, the solid framework that was so laboriously built up in the search engines collapses. A meaningful structure with a red thread can be the key to success. A short and meaningful H1 title with the most important keywords arouses interest in the search results. Correctly formatted subheadings and paragraphs guide the user through the text and at the same time help Google to sort the content.

Tip # 7

Content and appearance go
hand in hand

Is the text ready? Class! Then it can go to the fine-tuning. Images, graphics and videos that match the topic round off the text visually and increase the added value of the text. Jump marks help the visitor to find their way around the article. Here and there a list, bold words or a highlighted quote loosen up the text. Finally, useful internal and external links set the course for the next steps in the customer journey. Before that, the user should still be able to comment on what he has read or share it on his social media channels.


Creating good SEO copy and optimizing web copy is not difficult. If you have a sense of language and an eye for what’s important, you can make a big contribution to optimizing your content. With informative, relaxed and appealing texts, the users come by themselves and happily come back. If you know the most important steps and basics and use keywords in a targeted manner, you will help your texts to achieve successful top rankings in the search results. Now all you have to do is try it out and become an experienced SEO copywriter!

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