Post by Hayley Wolfcale, SEO Specialist
Welcome to Part II of my series on SEO copywriting! So far I’ve covered long content and the benefits of keyword research. For the purposes of this post, we’ll be exploring short content.
I consider “short” content to include product pages, category pages and other shopping or research/navigation pages.
When I say “short” I don’t mean that these pages shouldn’t have a lot of words on them, just that the intent of the page is to impart very specific information in an easily digestible way. Short content pages are often geared towards conversions and call-to-actions as opposed to long content pages which usually convey more complex information. Short content pages may be organizational – housing links to product pages – or shopping pages, where the goal is to convince visitors to hit the “Add to Cart” button, among other things.
Keyword Research for Short Content Pages
The best keywords for short content pages are usually short and sweet.
I’ve also been pleasantly surprised that many brands’ products do have search recognition, even for product names with lots of letters and numbers or odd spellings. It just goes to show that it’s always worth checking every variation in the Google AdWords Keyword Planner.
What If There’s Just No Search Volume?
I’ve worked with brands in very niche industries whose products, and even broad categories of products, simply have no search volume (or virtually no search volume). I spend a lot of time on keyword research to ensure that I haven’t overlooked opportunities, but if there really is no perfect option, it’s best to just use the most accurate term. It helps to see what type of language competitors are using, too.
Often in niche industries, people who would normally search for a product online already have established relationships with companies that make them. When this is the case, it might pay to focus on fostering relationships through social media, blogger outreach, or other similar person-to-person interactions. You can still optimize the site by ensuring that its META tags and body copy use accurate industry terms as well as clear and consistent language and tone. When people do search for a brand’s products, the site will be ready for them.
Some short content pages are very short indeed. If a brand’s product page consists of an
When copy is particularly short and a brand isn’t interested in expanding it, I tell writers to do their best to fit the keywords in wherever they can, preferably as close to the top or beginning of the page as possible. Keyword density doesn’t have to be a hard goal but rather a guideline – use keywords where possible and logical above hitting that density percentage.
Be on the lookout for Part III of SEO copywriting: META Tags!