4 Examples of non-SEO copy that are naturally optimized for search

June 10, 2009 •

The following four pieces of copy support a theory I’ve written about in a guest post at Science for SEO. The thrust of that post is that helpful, informative copy naturally contains the elements the search engines look for when assessing relevance. And now that the search engines are smart enough to find those elements, we SEO copywriters can forget about optimization.

In each of the below pieces, I’ve highlighted in yellow:

The most likely target keywords

  • Prominent keywords
  • Subparts / stems
  • Related terms
  • Synonyms
  • Modifiers

Copy Sample 1 – Formit brochure copy (Word doc)

Some comments on this sample:

  • Formit manufactures and supplies rainwater tanks.
  • I’ve categorized as related the materials used in the manufacture of rainwater tanks, and any manufacturing processes. I can’t guarantee that Google would see them as related, but I’ve tried to be reasonable. (Bear in mind that the client is a manufacturer of rainwater tanks too.)
  • It’s also possible that Google is smart enough to know that “AS 4766 compliance”, “AS 4766”, “AS 2070” and “AS 4020” are related terms. Maybe even “rebate”, given that this word would often accompany “rainwater tank” in Australian searches. But I didn’t highlight either of these.

Copy Sample 2 – Divine Pearls straight web copy (Word doc)

Some comments on this sample:

  • Divine Pearls is an online retailer of freshwater pearl jewellery.

Copy Sample 3 – Evolve Pictures straight web copy (Word doc)

Some comments on this sample:

  • Evolve Pictures offers concept art services for feature film, TV and emerging media.

Copy Sample 4 – Perring Group straight web copy (Word doc)

Some comments on this sample:

  • The Perring Group is an executive search firm.
Feel free to comment...
comment avatar
Linda Suttie wrote on July 23rd, 2009

Thank you AGAIN Glenn! As a freelance copywriter I've been frantically reading all I can about SEO to keep up to speed - and frankly it's given me a headache. But your blogs are articulating exactly what has been swimming around in my head. Without over simplifying here are my thoughts - surely once you've identified your key words and phrases any proficient copywriter should naturally weave it into copy anyway. Glenn I've done the same exercise with some of my copy - and you're right - key words just logically fall into place. As long as your web builder is given those key words he/she can work their magic with META tags and TITLES and all that SEO guff.

comment avatar
Glenn Murray wrote on July 24th, 2009

Hi Linda. Yeah, that's pretty much what I'd expect. Good to hear!

comment avatar
Hollister Creative wrote on July 27th, 2009

Glenn, Regarding your comment above, I'm pretty confident that Google can identify terms related to targeted keyphrases. SEO book touches it on a post here: http://www.seobook.com/archives/000657.shtml Thanks.

Leave a Reply

Your email address will not be published. Required fields are marked *