There’s a little-known element to SEO copywriting that many copywriters don’t understand. It’s the use of synonyms and complimentary terms in relation to your primary subject matter. While not the most powerful tool in the toolbox, using synonyms does do two important things.
#1 – Shows Relevancy – If you know anything about search engine optimization (SEO), you know Google lives and dies for relevancy. That’s their calling card. The use of synonyms helps your copy show more relevancy because it narrows down the topic of your web page.
For example, if someone started out with a primary keyword of “seniors,” Google would have a difficult time determining what the page was about. However, after adding some copy that discussed “retirement,” “Social Security” and used synonyms including “elderly,” “golden ager” or “aged,” Google can see that you mean older folks.
On the other hand, incorporating synonyms and complimentary terms such as “graduation,” “graduate” or “high school,” you change the inherent theme of the page from old people to those about 18 years of age who have completed high school.
#2 – Helps Semantic Engines – The same applies to up-and-coming semantic engines. As this technology continues to develop, copywriters will need to pay closer attention to synonyms and other complimentary words because they will greatly influence how a semantic engine perceives your text.
Make use of your thesaurus. Each time you write a page of copy, toss in a few synonyms that relate to your primary subject. You’ll be helping both your client and the search engines get better results.
