Chapter 10: 10 Super Easy SEO Copywriting Tips for Improved Link Building

Editor's Note: Writing for the web is different than writing for print. Readers consume content differently online. Copywriters who can write for both types of audiences will have a definite advantage in today's world, where eBooks, blogs, iPads, and PDFs are as popular as their print counterparts. In this post, which was originally published on The Moz Blog on May 3, 2011, Cyrus Shepard shares simple tips copywriters can use to increase engagement with their online content and, in turn, increase shares and attract links.

Compare the two following posts, both written by the exact same SEO expert and each containing around the same number of words. Without knowing the subject, can you guess which post earned more links?


Try 378 to 6. In addition to its visual appeal, the left post was more timely, useful and informative—all hallmarks of copywriting grace.

The “secrets” of copywriting have existed since before the ancient Greeks. Generations of Don Drapers have perfected the craft. Today we use computer analysis and data mining to uncover the most effective SEO practices. The Moz biannual Ranking Factors ( explores many common data points. My colleague Casey Henry conducted a study of link-worthy material that included elements such as title length ...

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