Lesson 86: SEO Copywriting for translation business – what you can do to make your website rank a bit higher
When I was getting my first website and then redesigning it to the existing one I was wondering how to ensure that it ranks high enough to be noticed. If you have a website or are considering investing in one, you must be wondering about the same. For a handful of keywords, my website now ranks on the first page in Google searches and I haven’t spent a penny on paid positioning. One of the reasons for that is because, I have to admit it, I do write a lot. I don’t even want to count the number of words on my website…
But I also attended a few events on SEO and website copywriting where authors shared some useful insights on how to write for humans and for Google robots. I think it should an important part of your strategy if you’re investing in a website, so I decided to finish the copywriting thread sharing a few tips on SEO copywriting for translation business.
The following infographic tells it all (ok, almost). I really like the fact that it underlines the importance of writing for humans. Highly SEO-loaded content (keyword stuffing) doesn’t work anymore and we can safely go back to writing for people. What worked best for me were points 5, 7 and 8.
Apart from these general guidelines, there are some more technical bits you may want to pay attention to.
Though they’re not visible on our pages, they’re most important on-site SEO factors. A title tag is this little description of your page that is displayed on the tab in your browser or as a title in searches. Of course, title tags should be customised to reflect the content as well as possible and include keywords. If you hover over the tab on this website, you’ll see that it displays the post title and my website’s name.
Meta description is the short summary text displayed under the title in searches. Descriptions should match the content on your website and you should try to include keywords in it. We should also try to write in such a way that the reader feels invited to click and read on.
Now this is where we’re getting a bit technical, but if you know a bit of HTML or are using WordPress, you’ll get it quickly. Robots see headings and titles with H1 as the most important on the page (therefore you should use just one and make sure your keywords is there), and H2-H5 as slightly less important (so include secondary keywords there). Of course, this is just a recipe, and as you can see in my own posts I don’t always follow this rule. Readability and ease of access is more important for me.
You’ve probably heard of keywords and the first thing that comes to your mind must be a paid keyword campaign. But keywords are not only about Google AdSense, but also (or perhaps even most importantly) about placing relevant phrases on your website. The simplest explanation is that your website won’t rank for “Polish English marketing translator” in Google unless you mention this phrase on your website (many times). Think and research which key phrases you should be targeting and use them on your website.
This one took me a while to grasp, but now I know that the more links I include between my own articles and pages on my own website, the more coherent it looks for the search robots. I’m still not brilliant at it, but the golden rule is to try to cross-link your own content to provide additional information where available.
Two most important tips that I came across related to images are the following. First, if you upload an image to your website or post, name it using keywords (using a hyphen to separate keywords). Second, use the “alt” attribute (HMTL and WordPress people know what I mean for sure) and describe the contents of an image using relevant keywords again.
To sum it up, if you’re using any Content Management System (like WordPress), a lot of these functions are already built-in, or you can download user-friendly plugins to help you make the most of your website. Anyway, what matters the most is writing useful and engaging content.