Close this search box.

How to Improve Your Website SEO through Writing and Keyword Strategy

The need for strategic search engine optimization (SEO) isn’t going anywhere. It’s a huge part of getting your website found on Google and Bing.

At Creative Arcade, we always implement SEO best practices in the websites we build but don’t always get to touch website copy. The words you write can help or hinder your SEO success.

That’s why we created this guide for people working on content for a website. You should keep it top of mind whether you’re writing a new website or you’re sprucing up an existing one.

While SEO rules and recommendations continue to change, here’s the latest ways to use copy to make your site search friendly in 2021 and beyond.

First, let’s answer a central question:

What is Search Engine Optimization?
Search engine optimization, known more commonly by its acronym SEO, is the practice of making your website easily found by search engines like Google and Bing.

There are a lot of moving parts to perfecting your SEO, but don’t let that overwhelm you. You can break it down into these key areas.

Keyword Research
The first step to improving your SEO is to focus on keywords across your site. This starts with researching keywords and understanding what you want to rank for.

As a HubSpot partner, we lean on their Keyword Research Worksheet when starting keyword research.



It sets you up for SEO success. Connect with us to do a step by step walk through of the keyword research worksheet.

More clicks. Less competition.
One of the keys to competitive keywords is focusing on long tail keywords. These are search terms that go beyond simple one to three word phrases. These staple words are extremely hard to rank for while using more detailed search terms can give you an edge. Long tail in this instance isn’t referring to length but to the shape the search results made on a graph.

For example:


Keyword Terms

Fat Head: 1-2 word keywords that are highly searched and super popular

Example: Improve SEO

Chucky Middle: 3-4 word keywords that are often searched but aren’t overwhelmly popular

Example: How to improve SEO

Long Tail: 4+ word keywords that are less commonly searched but are less competitive

Example: How to improve your SEO with keywords

You can use the following keyword research tools to find the right long tail keywords for your content.



Use Keywords Strategically
Once you’ve laid out the keywords you want to rank for, it’s time to incorporate them across your site. This comes down to making sure they appear in several spots. These locations help search engines crawling your site understand its context and relevance.

Here’s an example of keyword placement in WordPress.


We’re trying to be found for website development. Therefore, the heading is Website Development and these same keywords appear in the first paragraph.

Your WordPress setup may look different than ours depending on what plugins and tools you’re using for page building. No matter how the page layout appears, keep the following in mind.

According to Backlinko, your keywords should show up in these spots:

  1. URL
  2. Title tag
  3. H1
  4. First 100 words
  5. H2


Use Keywords to Inspire Content
Need ideas for blog content? Look no further than your established list of keywords. Check out what is ranking high for those keywords and build something similar. Then make it better than the competition. Spruce up content with videos, infographics, and links to relevant pages on your website.


Bring on Backlinks
Another way to build authority is to get backlinks to your site. This will really help your ranking. Backlinks are links from other sites to yours. This is a bit more work but can pay off well in your ranking. Start by reaching out to people or organizations that would be interested in linking to your content.

Let’s Up Your SEO Game

Want to rank higher on search engines? We can help. Reach out today.

Interested in learning more about SEO. Keep reading. 

Citations & Further Research