There’s something I love when writing website copy, and that’s sprinkling in an extra dosing of SEO copy. While there are all the obvious SEO copy quick-wins (header tags, meta descriptions and all that jazz), there are some less-than-obvious extras that can give you a real boost. And the best thing? Most of the time, these additions actually improve your website copy as a whole, making it an all-around better experience for your audience.

In this blog post, I’ll share 5 ‘hidden SEO gems’ to add to your website next time you refresh your copy. 

1. Your footer – the unsung hero of SEO!

It’s easy to forget about the humble website footer. After all, it is nestled riiiiiiight at the bottom of your website. But this area is a fabulous opportunity for succinct, search engine-optimised copy.

Whenever I write copy for clients, I always make sure they have clear footer copy that says who they are, what they do and who for. It’s like a mini version of their ‘core message’ down there, but also includes their primary keyword (usually the service they are known for, and the service their audience is searching for on Google).

Tip: your footer should include key links to important pages and your contact details. While this isn’t directly linked to SEO, you want your footer to be really useful for your ideal client – as this adds to a positive user experience (hello, more Google point scorin’).

2. Your 404 page – turn frustration into fun

Does your 404 page return a generic ‘oops’ message? After all, it’s hardly top of your priority list when writing website copy. But here’s the thing, a short snippet of SEO-rich copy can solidify your message to Google, and to any potential clients. And why not capitalise on that opportunity?

Hopping back to user experience, a great 404 page that helps potential clients navigate back to the right place (assuming they clicked on a broken link, for example) adds to a positive user experience. And could be the difference between losing a lead and converting one.

Tip: your 404 page could be your opportunity to show your fun side. How about a light-hearted message about getting your website user back on track? 

Above all, your 404 page doesn’t need much copy. But a succinct keyword-rich paragraph, and clear prompt (and hyperlinks) to get them back on track is definitely a really good move.

3. Contact page – not just a contact form

While I truly believe a contact page should be strictly functional (after all, if your prospect is on there, they simply want to contact you – don’t overwhelm them!), there is always an opportunity for a little added helpful detail that can also boost your SEO.

Here’s what I’d recommend

• Make sure your location is clear (include nearby cities, counties, states and any areas you cover if you’re a location-dependent business)
• Not location-based? Use copy that explains where you work (worldwide, with clients across the UK, USA and Australia, for instance). 
• It never hurts to ensure your primary keyword is on this page. Instead of just ‘contact us’ and a form, why not have one simple line of copy underneath to reiterate your services. You could even opt for a short section of copy that reassures your prospect what happens when they contact you. 

Perhaps you’re like me – while not location-dependent, some clients value where you’re based! I’ve had clients hire me because they like that I’m local (a copywriter in Cheshire, UK). But some of my clients are as far as Chicago, USA! Therefore, I opt to mention my location on my contact page – while also making it very clear that I work internationally.

4. ‘Eyebrow’ or ‘teardrop’ copy

Confession: I never knew what this was called – I have always called it ‘mini explainer copy’. So thank you to the fab copywriters who have given this vital piece of copy a technical term.

So what is it? Sometimes—not always—it is beneficial to have a short snippet of copy above your main heading. In a way, it’s like a subheading, but it acts specifically to contextualise your heading. And I pop it in there for SEO reasons.

It looks like this:

EYEBROW COPY

Heading

Subheading

Copy

This does the ‘double-whammy’ again at improving your keyword density in a natural way (no, we don’t keyword stuff!), but it also largely improves user experience, as it reinforces your website navigation and contextualises any headings for your user. Furthermore, it’s short and sweet and sits on its own, like a heading.

Tip: always ask, does this help the user? Does this make life easier for them? Don’t be afraid to test your copy (and design) out to answer this.If it doesn’t help, then leave it out. 

5. URL – you can edit them, and you should!

Whenever I write website copy for a lovely client, I always suggest what their URL should be. Often, this is pretty standard—/services or /about, and that is fine. It’s universally helpful, so don’t try to reinvent the wheel here.

But for more specific pages – like sales page copy and landing page copy – I’d always suggest thinking about your URL. Of course, you don’t need to overcomplicate this – keep it short, sweet and highly relevant. The highly relevant is where your SEO comes in…

Let’s take this example. You’re launching your hotly anticipated new antenatal course and you’ve come up with a wonderful name for the course. It’s Mama Can! Now, tell me, what’s the best URL here

madeupbirthcompany.com/mama-can

Or

madeupbirthcompany.com/antenatal-course

The second one, of course. While I love that you’ve come up with a fun, easily-identifiable name for your course, you want to keep your URL keyword relevant – to help you on those Google ranks.

Plus, if you change anything down the line, you’ve won’t need to change your URL name – which ensures a better user experience and a better page authority (aka how long your page has been around, rather than creating a new page). 

Wrapping up the SEO gems

So here you have it! 5 SEO hidden copy secrets that can make a real boost to not only your traffic coming through Google, but your user experience (aka prospective clients).

Partner with an SEO + website copywriter

I hope this helps. If you’re looking to partner with a website + SEO copywriter (one who knows allllll the intricate details to get things chefs kiss) then get in touch today. I can’t wait to hear from you!