Incorporate keywords naturally.
SEO doesn’t just happen, and neither do good SEO writers. Learning SEO copywriting is like conversation on first dates – awkward, clunky and unnatural, but you get better with practice (hopefully). Here’s an example I saw recently on a site: “Our Atlanta meeting room is an obvious choice for your meeting in Atlanta.” Wait wait, so this meeting room is in Atlanta? Don’t try to cram too many keywords into one sentence or paragraph.
On the flip side, don’t create meaningless copy simply for the purpose of having more space for keywords. Here a real-life example I received from a professional writer for a hotel website: “Given the status of Iquique in this region of Chile, lodging here is popular for businesspeople and groups. With the Free Trade Zone in town, there is always a lot of business going on near our Iquique lodging. To accommodate this business and all the large groups that flock here, hotels in Iquique, Chile offer facilities for them to meet. But few hotels in Iquique offer meeting accommodations like the [brand] hotel’s.” What the what? This is nonsense! A professional, experienced SEO copywriter weaves keywords into copy in a seamless, natural manner.
In a nutshell, this is what it takes to be a good writer. Be logical. Use common sense. Put yourself in your reader’s shoes. Don’t waste anyone’s time. Get that down, and you’ll be good to go!