You’ve crafted a beautiful website, your branding is on point, and you’ve got content that speaks directly to your audience—so why isn’t your web copy ranking on Google?
It’s frustrating when you put in the effort but see little return in the search results. The truth is, SEO isn’t just about stuffing keywords into your content and hoping for the best. There are plenty of behind-the-scenes factors at play that determine whether your web copy will climb the rankings or remain buried in the depths of page two (or worse).
The good news? There are proven web copy SEO fixes that can help. Whether it’s refining your keyword strategy, improving site structure, or fixing technical errors, small changes can have a big impact. Let’s dive into the most common web copy SEO pitfalls—and, more importantly, how to fix them.
The hidden SEO pitfalls you might be overlooking in your content
Many businesses assume that simply having a well-designed website with compelling copy is enough to rank highly in search results.
However, SEO is a constantly evolving game, and what worked a few years ago (or even months ago) may no longer be effective. Algorithms change, user behaviours shift, and new competitors emerge—all of which impact your website’s ability to stay visible.
One of the biggest mistakes businesses make is thinking that SEO is a one-time task rather than an ongoing strategy.
Writing keyword-rich content is great, but if your competitors are consistently publishing fresh, optimised content while your website remains stagnant, they’ll eventually outrank you. Google favours websites that stay up-to-date, provide new value to users, and refine their content to align with changing search intent.
That’s why fixing your copy, from an SEO perspective, isn’t just about keywords. Smart clients look at the entire ecosystem of high-quality content, technical performance, and authority that work together to improve your rankings over time.
Understand this now: why search intent matters more than ever
A critical but often overlooked factor in SEO is search intent. Google’s algorithms have become incredibly sophisticated at determining what users actually want when they type in a query. If your content doesn’t align with that intent, it’s unlikely to rank well—no matter how many keywords you’ve optimised for.
There are four main types of search intent: informational, navigational, transactional, and commercial investigation. Understanding where your content fits within these categories helps you craft pages that truly serve your audience.
If someone is searching for “how to improve SEO rankings,” they likely want an in-depth guide—not a sales page.
On the other hand, a query like “best SEO agency near me” suggests the user is ready to make a decision, meaning your content should be more conversion-focused. Aligning your pages with the right intent improves rankings, engagement, and, ultimately, conversions.
Here are some examples of those four types of search intent:
- Informational: The user is looking for answers or educational content (e.g., “What is SEO?”)
- Navigational: The user wants to find a specific website or page (e.g., “Google Analytics login”)
- Transactional: The user is ready to make a purchase or take action (e.g., “buy SEO services”)
- Commercial Investigation: The user is comparing options before making a decision (e.g., “best SEO agencies in Melbourne”)
When optimising your web copy, consider what type of search intent your target audience has.
If you’re writing a blog post, your audience is likely looking for informational content, so your focus should be on providing in-depth, valuable insights. If you’re optimising a product page, you need to address transactional intent by highlighting features, benefits, and calls to action.
Ignoring search intent can lead to poor rankings and high bounce rates because your content isn’t fulfilling user expectations.
Always ask yourself: “Is this the answer my audience is looking for?”
Content length: does it matter for SEO?
There’s an ongoing debate about how long web copy should be to rank well on Google. Some claim that short, concise content is best because it keeps users engaged, while others argue that longer, more detailed content performs better in search rankings.
The truth, when it comes to web copy SEO fixes and content length? It depends on the topic, industry, and competition.
Studies have shown that longer content (typically 1,500–2,500 words) tends to rank higher in search results. Why? Because in-depth content naturally includes more relevant keywords, provides comprehensive answers, and keeps users on the page longer—factors that Google values. However, this doesn’t mean you should stretch your content just for the sake of hitting a word count.
Instead, focus on content depth rather than just length. If your topic requires a detailed explanation, take the time to cover it thoroughly. If a concise, 500-word post fully answers the question, don’t force it to be longer.
A good rule of thumb: Research the top-ranking pages for your target keyword. If they’re all long-form content, you’ll likely need to match or exceed their depth to compete.
Can I fix things from an SEO perspective when my content isn’t ranking?
When it comes to SEO, there could be a whole range of reasons why your site isn’t ranking. From a poorly designed website back-end to your on-page copy, the possibilities are endless.
But one thing’s for certain: if the words and language you use on your website – most commonly referred to as ‘copy’ – isn’t designed with SEO in mind, you’re missing out on valuable leads and rankings every day of your business’ life.
What are the common reasons for poor SEO performance?
It’s certainly true that many websites struggle with rankings due to weak keyword optimisation, lack of high-quality backlinks, or, most commonly, poorly structured content. Understanding these issues is the first step toward fixing them.
How does Google determine rankings?
Google ranks websites based on relevance, authority, and usability. Factors like content quality, page speed, and mobile-friendliness influence your position on search engine results pages (SERPs).
Why is keyword research so important for rankings?
Without proper keyword research, your content may not align with what users are searching for. Finding the right keywords ensures your content reaches the right audience.
How does targeting affect Google Ads performance?
Effective targeting ensures that your ads are reaching the right people at the right time. Google Ads allows you to target users based on their search queries, location, device, and even their interests. The more refined your targeting, the more likely your ad will resonate with potential customers, leading to better conversion rates.
How to fix web copy for better SEO rankings
When it comes to web copy SEO fixes, think of it like fine-tuning an instrument—every note (or keyword) needs to be in the right place for Google to play your song at the top of the charts. If your content isn’t hitting the right SEO notes, search engines (and your potential audience) might skim right past you.
What’s the secret sauce? A mix of keyword integration, seamless structure, and engaging, value-packed content that doesn’t just tick the SEO boxes but also resonates with real humans—because at the end of the day, ranking high means nothing if your audience bounces in seconds.
To truly optimise web copy for better SEO rankings, start by weaving in relevant search terms naturally—no keyword stuffing allowed! Structure is your best friend, so break up text with clear headings, bullet points, and short paragraphs to keep readers (and Google) happy. Internal linking strengthens your site’s authority, while compelling meta descriptions act like an irresistible shop front display.
And don’t forget: fresh, well-researched content keeps your rankings from gathering dust. The best web copy SEO fixes don’t just chase algorithms—they create content worth reading.
Let’s delve into our clients’ most frequently-asked questions when it comes to SEO web copy fixes for web copy:
What is the best keyword strategy for SEO?
Use a mix of high-volume, low-competition keywords and long-tail phrases to increase your chances of ranking. Place them naturally within headings, subheadings, and body text.
How should you structure your web copy for SEO?
Organise content using H1, H2, and H3 tags, keeping paragraphs concise and incorporating bullet points where necessary. This makes your content easier to read and crawl.
What role does readability play in SEO?
Search engines prioritise content that is easy to read and provides clear answers. Avoid jargon, write in an engaging tone, and use short sentences for clarity.
The all-important technical SEO factors that affect content rankings
When it comes to SEO, content might be king, but technical SEO is the architect that builds the throne. Without a solid technical foundation, even the most brilliant web copy can be left languishing in the depths of search results, unseen and unloved.
From page speed to mobile optimisation and crawlability, these behind-the-scenes factors determine whether search engines can actually find, understand, and rank your site. Neglect them, and your website might as well be whispering into the void.
The good news? You don’t need a computer science degree to get these technical SEO factors right. With a few smart tweaks—like tightening up your URL structure, improving site speed, and ensuring a seamless mobile experience—you can transform your website from an SEO liability to a ranking powerhouse.
Let’s break down the all-important technical SEO fixes that make all the difference.
How does page speed impact SEO?
Slow-loading pages result in higher bounce rates. Use tools like Google PageSpeed Insights to identify areas for improvement, such as image compression and caching.
Is mobile optimisation necessary for rankings?
Absolutely. With Google’s mobile-first indexing, websites that aren’t mobile-friendly will suffer in rankings. Ensure your site is responsive and loads quickly on all devices.
What are the best practices for URL structure?
Keep URLs short, relevant, and keyword-rich. Avoid unnecessary parameters and use hyphens instead of underscores for readability.
The importance of backlinks and internal linking in when fixing content for SEO best practice
Ah – and what about those all-important backlinks?
Tracking and refining your Google Ads for maximum conversion
Google Ads aren’t just “set and forget”. To maintain high-converting Google Ads, it’s important to continuously monitor and refine your campaigns. This involves tracking performance, adjusting targeting, and making data-driven decisions to improve results. Here’s how to keep your Google Ads performing at their best.
What are backlinks?
Backlinks are like digital word-of-mouth recommendations for your website. When another site links to yours, it’s as if they’re vouching for your content, telling search engines, “Hey, this is worth checking out!”.
The more high-quality backlinks you have from reputable sites, the more credible and authoritative your website appears in the eyes of Google. Think of them as upvotes for your content—except instead of winning a popularity contest, you’re climbing the search rankings.
How do backlinks influence SEO?
High-quality backlinks from authoritative sites signal trustworthiness and relevance to search engines, boosting your rankings.
What’s the difference between internal and external links?
Internal links connect your site’s pages, improving navigation and SEO. External links provide additional value by referencing reputable sources.
How can you earn high-quality backlinks?
Guest blogging, creating shareable content, and reaching out to industry influencers are effective ways to gain quality backlinks.
The most common content mistakes that hurt SEO
Why is duplicate content bad for SEO?
Google penalises duplicate content, as it confuses search engines and reduces credibility. Always create unique, valuable content.
How does thin content affect rankings?
Thin content lacks depth and provides little value to readers. Aim for informative, well-researched content that thoroughly answers user queries.
Can poor grammar and spelling impact SEO?
Yes. While Google doesn’t directly penalise poor grammar, it affects user experience and credibility, leading to lower engagement and rankings.
A final thought on how to measure and improve your SEO performance through SEO content fixes
The most important thing? Remember that regular content reviews, audits, and updates are the key to keeping your content relevant and competitive. SEO isn’t a one-and-done process—it requires ongoing refinement to ensure your website stays optimised for search engines and, more importantly, for your audience.
Start by monitoring key performance indicators (KPIs) such as organic traffic, keyword rankings, click-through rates (CTR), and user engagement metrics like bounce rates and time on page. These insights will help you determine which pages are performing well and which may need improvement. Aim to refresh high-performing pages every few months by incorporating updated data, emerging trends, and additional insights that align with your audience’s evolving needs.
Beyond individual page updates, conduct regular SEO audits to identify technical issues, such as broken links, slow-loading pages, or outdated metadata, which could be hindering your rankings. A well-structured, user-friendly website with strong internal linking can significantly enhance your overall SEO performance.
If you’re unsure where to start or need expert guidance to elevate your content strategy, our experienced team is here to help. From SEO audits to strategic content updates, we can ensure your website remains competitive in an ever-changing digital landscape.
If you need some help with improving your content, rest assured that our incredible team is ready to help. Reach out today.
