Serendipity Online Marketing

SEO Content Optimisation

SEO Content Optimisation

The most important SEO aspect of all are the words on the page itself

The question therefore must be ‘what words will increase the chances of a page getting a good rank’ and how can you maximise traffic to that page.

Finding the right words

‘Standard SEO’ centres on understanding the keywords you want to target (this information being gleaned from the keyword research phrase). The page is then optimised (Titles and Headers etc) and the content written.

It is this content that then needs to be optimised, it being necessary to know all the words that are ‘missing’, at least from Google’s perspective. Once these words are known, it is possible to weave them into the text, the result being a page that looks ‘better’ and is thus far more likely to get a good rank.

Of course, just stuffing the page with these missing words would not help. What you have to do is to use the words as a part of a good sentence, one that is commonly used elsewhere if possible. This makes the inclusion of the words look natural, this being a vital part of the whole process.


We can help you gather and interpret data from your website you can use to make critical improvement decisions.

Such reports require special software and the experience to understand the results.

But when this data is used by a good copywriter, the results can be quite remarkable.

Maximising traffic using long tail keywords

If we consider that Google ‘feeds’ off words, it is obvious that the more words used on a page, the more likely that page is to be listed for at least one search phrase, especially one using 3 or more words. These bigger search terms are called long tail keyword phrases.

One of the advantages of being found for a long tail phrase is that they are often used by people towards the end of the buying cycle. For example:

Searching for a HD TV

First Search

“HD TV” = 6,580,000,000 possible pages (a bit too many to check don’t you agree?)

The user notices that Curry’s is listed, so checks out the site and finds that they like the look of JVC TV’s, so they search for:

Second Search

“JVC HD TV” = 76,500,000 possible pages (lower, but still far too many)

That takes them to where they decide on a Full HD version with a size of 40 – 49 inches.

Looking at the TV’s on the page, they decide on a JVC 40 inch HD TV and decide to see where they can get the cheapest deal:

Third Search

“Buy JVC 40 inch HD TV” (5,510,000 searches)

Searching through the sites listed here, one TV takes the user’s fancy.

Fourth Search

“40 JVC LT40C750 Full HD 1080p Digital Freeview Smart LED TV”

The fourth search for this term gives just 2,690 pages, quite a bit different to the 6.5 billion for the initial search.

In this example it is virtually impossible to rank against the ‘big boys’ like Curry’s and Argos for the initial set of phrases, but as you see the number of pages you are ‘fighting against’ drops dramatically when you start trying to get listed for longer phrases.

We should also mention that in the instance of the fourth search that the searcher is very likely to buy once they find the right deal.

One of the ideas therefore is to target phrases at the end of the buying cycle, once you know them, or where necessary have a good guess…

However, just getting found for a related phrase also works, as in such instances you have the reader on your site and therefore get a chance to ‘sell to them’…

I've just spent the afternoon being blown away by Graham's SEO knowledge and insight! Not only is he a lovely guy, - he seriously knows his stuff. He has given me a really comprehensive report about what's working and what's not on my website. If you are looking to generate more business from your website, I seriously recommend that you sit down and have a chat with Graham.

Jo Richings

Business Coach

Another Way of Targeting Long Tail Phrases

The system above relies on you knowing what the search phrase is going to be (at least approximately), but there is another way, well two actually…

Taking the standard approach first

This method depends on writing very long content, that is 1000 words plus. The content must be written in a manner that will excite, inform or entertain the reader.

It should not be written for the search engines.

When this is done correctly, it will ‘automatically’ contain a whole host of phrases that people are using every day, without you even trying. You can see how this works by looking at the Google Search Console data, this showing the search phrases that Google associates with any given page.

This example shows just some of the phrases associated with a page on a solicitors site about defending personal guarantee claims:

unenforceable personal guarantee

how long is a personal guarantee valid

challenging personal guarantees

unenforceable personal guarantees

how to get out of a personal guarantee uk

personal guarantee solicitors

personal guarantee case law

personal guarantee validity

personal guarantee law

personal guarantee advice


how to get out of a personal guarantee

personal guarantee uk

personal guarantee help

personal guarantee legal advice

directors personal guarantee

getting out of a personal guarantee

how long is a personal guarantee enforceable

is a personal guarantee enforceable

how to get out of personal guarantee

As you can see these vary quite a bit (around the central theme), demonstrating the power of a well written page and how it can get listed and get traffic, for many different search phrases, all without them being specifically targeted.

And the Other Way of targeting long tail phrases

Whilst just writing long copy can be very effective, if you actually knew what these long tail phrases were, then you could do an even better job at writing the content.

This is just what our special software does, it allowing you to understand what long tail terms are being used, before you write a word.

Better still, the software can even tell you what phrases have the least competition, which makes getting listed for them easier.

We do hope you can see why the words on a page matter so much and that getting them right leads to success.

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Serendipity are very different from the average SEO agency. Let us show you just how much we can help your business become an online success.