How to avoid a slap from Google with good SEO copywriting

Copywriting SEO writing for websites

Google’s latest algorithm update, codenamed “The Penguin”, has resulted in a number of websites getting a slap from Google in an attempt to outlaw web spam (for those of you unfamiliar with the word “algorithm”, it’s a kind of formula Google uses to obtain the best results for a search. Google changes their algorithms at whim just to keep everyone on their toes). 

Google’s Penguin update follows their Panda update released last year and reinforces their commitment to improve the search engine experience for users.

Sites affected by Penguin are those that have over-optimised their content, in other words they have used keywords too many times in their page titles, headlines and content to the point that it just doesn’t appear “natural” and written for humans. Add to this sites who have exchanged too many links, possibly through link farming where multiple websites link to each other to improve their SEO, and they’re relegated to the sin bin. 

Apparently Google are trying to level the playing field and people who have overcooked their SEO using the tactics outlined above, are penalised to make room for those websites who provide great content. This is Google’s attempt at increasing the chances of giving searchers what they want, and not, well, annoying them.

Regardless of the commotion “Update Penguin” has caused to some businesses, and the subsequent heated discussions that have appeared on various SEO blog pages, if you follow Google’s guidelines and use White Hat SEO on your website, avoiding any dodgy tactics, your website should not be penalised.

So what is White Hat SEO?  It is an approach to SEO that helps a website achieve a high page ranking for specific keywords using ethical practices, and is the most effective process of website promotion.  If you follow Google’s guidelines, you can’t go wrong.

Here are some tips on White Hat SEO that illustrate the importance of good copywriting to improve your SEO:-

  • write with your audience in mind and what they would find helpful. If what you write about is based on the keywords you want to be found for, you’re not considering your reader and Google will not reward you in SERPS (search engine results page).  
  • use keywords wisely and strategically, remembering to include them in your page titles, headlines and main content
  • don’t overload your pages with irrelevant keywords, AKA keyword stuffing
  • update your content often – keep it fresh and real
  • share content. Include links to social media pages from your website to give visitors more opportunities to connect with you and start a conversation
  • remember to include keywords within your social media posts
  • minimise links to internal pages within your website.
  • make sure links to external sites are relevant and active

Got any questions? Please send us an email – we’ll be happy to help!

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