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

June 10, 2009 • Glenn Murray

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.