In the United States, many businesses and publications use the “AP Stylebook” (The Associated Press Stylebook) as their standard for public communication. While AP Style provides a foundation for effective public communication, search engines require an additional layer of SEO-focused guidelines. At Rebrandery, we recommend combining AP Style with SEO best practices to create high-quality, search-optimized content that resonates with both audiences and search engines. Following our SEO Copywriting Guide will help your content perform well in search rankings while maintaining a consistent brand voice and journalistic integrity.

Target Keywords

Choose one primary keyword and three to five supporting keywords for each page. Avoid using the same target keywords across multiple pages, as this can confuse Google’s understanding of your site’s structure and content. A focused keyword strategy ensures Google can identify the most relevant pages for each keyword, preventing keyword cannibalization and boosting overall search engine optimization.

Main Headline

Incorporate your primary keyword into the main headline (H1 tag) of each page. The headline should clearly include the primary keyword you want the page to rank for, along with supporting keywords, if possible. Avoid duplicating your meta title in the main headline to keep each element unique and engaging.

Sub-Headlines

Create informative sub-headlines to structure your content. Sub-headlines improve readability, organize content for users, and enhance search engine optimization by helping search engines understand the page’s structure. Include the primary keyword in at least one sub-headline in addition to the H1 tag. Where appropriate, integrate value propositions and benefits to capture reader interest.

Formatted Text

Highlight key information using bullet points, tables, and emphasized text. Special formatting like bold and italics helps guide readers to essential information and signals key content to search engines. By highlighting terms like “SEO copywriting guide,” you provide a helpful indicator for search engines regarding the importance of specific content.

Content Readability

Write clear, concise paragraphs, typically between 75–100 words. Break up complex information into simpler sentences to improve readability and retain reader attention. This practice can also improve the readability score of your webpage, which Google considers a ranking factor. High readability benefits all audiences and aligns with SEO best practices.

Keyword Variation

Place keywords naturally throughout your copy without overemphasizing keyword density. If your content is relevant to the topic, it will naturally include related keywords and synonyms, improving readability and relevance for search engines. For example, using variations like “inbound strategies” for “inbound marketing” adds diversity to your content while sounding natural.

Internal Links

Embed internal links that target relevant keywords on other pages of your site. Internal links improve navigation for readers and help search engines understand your site’s content hierarchy. Use anchor text that reflects the keyword focus of the destination page, such as linking to “SEO Tips” from related content.

External Resources

Link to reputable external sources to add value and enhance credibility. External links to trusted websites support your arguments, improve the clarity of your content, and signal to Google that you’re creating valuable, well-researched information.

Calls to Action

Include clear calls to action (CTAs) throughout your content. Whether inviting users to download a resource or sign up for updates, CTAs guide readers to take specific actions. Placing strong CTAs at the beginning and end of your content can help drive engagement and encourage conversions.

Meta Data

Incorporate your primary keyword early in the meta title, and create a captivating meta description. The meta title is the first impression users see on search engine results pages (SERPs), so it’s essential to include the primary keyword to attract clicks. Although meta descriptions don’t directly impact rankings, they play an essential role in encouraging users to visit your page.

Staying Updated with SEO Trends

To succeed in SEO, it’s important to stay informed of trends and algorithm updates. SEO is a dynamic, evolving field, and search engines regularly adjust their ranking factors. At Rebrandery, our SEO agency in Stamford CT ensure clients stay ahead of these changes with the latest SEO strategies and best practices.

Let Rebrandery Guide Your SEO Copywriting

Need help adhering to SEO content writing best practices? Our Stamford CT SEO consultants are ready to support your growth. Rebrandery has helped numerous clients increase organic traffic through strategic SEO and copywriting. Whether it’s selecting the best keywords for a new blog post or optimizing content for voice search, Rebrandery can help you achieve results. Connect with us today!