Copywriting For Google
If you want content to specifically rank in Google, there are a number of ways in which you can do it.
Google now brings up results based on a users intent, not their exact search phrase. This means, if someone Googled 'Tesco Sheffield', chances are they were actually looking for directions and/or a phone number for their nearest Tesco shop in Sheffield.
Google has identified these 'User Intents' are commonly related to one of three main actions:
- Do - Transactional (to buy something)
- Know - Informational (to learn something) e.g. a 'How-To' or 'What is' Guide
- Go - Navigational (wants to know where they are going) e.g. pro's and con's/reviews if after know
You should be writing based on what you think your user intent is when the potential customer is googling the company/products/services you provide. Let's say they search for 'Onion Peeler' - they are likely in the DO stage, wanting to buy an onion peeler, but they could also be looking for KNOW - 'how to use an onion peeler', or GO - 'where to buy an onion peeler'. You should craft your copy accordingly.
When writing your copy, note that long-form text is pretty much always better than short-form (meaning just write longer material). If you can write more than 300 words on a topic, you have a much higher chance of ranking in search.
Similarly, instead of Keyword Stuffing, use RELATED TERMS in your page content, to rank higher in Search. So, for example, if you are a florist targeting 'Florist Sheffield' as a keyword, try using 'Flower Shop in Sheffield' as a RELATED TERM, to change it up a little.