SEO content should primarily target Evergreen Topics—subjects that remain consistently relevant and valuable to your audience over time. However, incorporating trending keywords (seasonal or timely topics) enhances your site’s relevance and drives immediate traffic spikes.

• Evergreen Keywords (80%):
  Topics people will always search for, such as “how to build a website,” “SEO best practices,” or “time management tips.” 
• Trending Keywords (20%):
  Short-term, trending searches, such as “latest Google algorithm update,” “holiday marketing strategies,” or “new product launches.” 

This balance ensures consistent long-term traffic growth while capitalizing on immediate opportunities.

Understanding your ideal audience (buyer persona) is fundamental for effective SEO copywriting. Create detailed personas to tailor your content to your audience’s interests, search habits, and preferences:

• What would Jane Doe be searching for?
• Which keywords would attract her attention?
• What type of Call-to-Action (CTA) would Sara engage with?
• What type of imagery resonates most with your target audience?

Align your keywords and content strategy directly with your personas’ needs, desires, and search behaviors, improving both traffic quality and conversion rates.

Your page’s metadata—specifically the Meta Title and Meta Description—is crucial for search engine visibility and click-through rates (CTR):

• Meta Title: 
  • Keep it between 40–50 characters.
  • Include your primary target keyword.
  • Make it enticing, clear, and relevant.
• Meta Description: 
  • Aim for 120–130 characters.
  • Incorporate your target keyword naturally.
  • Clearly convey the content’s value to entice users to click.

Remember, metadata must attract search engines and compel human readers to click through.

Organize your content effectively for readability and SEO:

• Headers (H1, H2, H3…):
  Each page must have one primary heading (H1), preferably under 6 words.
  • Include your primary keyword prominently in at least one heading.
  • Utilize secondary headings (H2, H3) to integrate related high-value keywords.
• Body Copy Length Guidelines: 
  • Main category and product pages: At least 500 words.
  • Blog posts and informational content: At least 1,200 words.
  • Formatting for readability:
    • Use bullet points for clarity.
    • Apply bold or italics to highlight critical points.

Longer, in-depth content typically performs better in SEO, as search engines favour comprehensive and informative articles.

Images are powerful for engagement and SEO—but only if optimized properly:

• Image Titles: 
  • Use unique, descriptive titles incorporating target keywords.
• Alt Text (Alternative Text): 
  • Include target keywords naturally.
  • Limit alt text length to around 120 characters.
  • Clearly describe the image to support SEO and accessibility for visually impaired users.

Optimized images improve keyword relevance, drive traffic through image searches, and enhance overall page accessibility.

✔️ Keyword Ratio: 80% Evergreen | 20% Trending
✔️ Buyer Persona: Tailor keywords, CTAs, and visuals directly to your ideal audience.
✔️ Metadata: Compelling, keyword-rich, and appropriately sized for titles and descriptions.
✔️ Content Structure: Clear headings with targeted keywords, longer-form content, and formatting enhancements.
✔️ Image Optimization: Unique image titles and descriptive alt texts with targeted keywords.

By consistently applying these five checkpoints, you’ll significantly improve your content’s search engine visibility, attract quality traffic, and ultimately drive conversions.