Guides and Templates

On-page SEO and copywriting template

A template for content editors and reviewers

 Who is it for?

This template gives a step-by-step process of 10 success factors to follow for content creators, editors and reviewers who aren’t SEO specialists but need to know the basics of which factors they can influence to rank higher in the search results. They may also be looking for more details on how copywriting can be used to increase ranking.

Our main reason for developing this guide for members was the need to improve standards of copywriting for SEO in teams in medium and larger organizations where several people who aren't usually SEO specialists need to create and review web pages.

How is it structured?

The template is in two parts. Part 1 recommends 10 Steps to follow to give a structure for content writers to think through when planning and creating content for a page. In time, they can become second nature.

Part 2 gives more specific guidance on individual ranking factors. You may want to combine some of the detailed factors with the first part if you want a single list.

How will template help me or my business?

This resource is a practical template aimed at helping content editors to improve how they create and update copy for web pages to improve their ranking in the organic search results while keeping the copy persuasive for human readers.

It’s aimed at improving the consistency and use of advanced on-page SEO techniques.

The template is in Microsoft Word format so that it can be amended to add notes or examples to tailor it for your own in-house copywriting guidelines to make it more relevant for your industry, agency.

Resource Details

  • Authors: Dave Chaffey, Smart Insights
  • Format: 5,000 word, 10 page A4 page Word Doc structured around 10 steps to improve ranking within Google with detailed best practice guidance and examples.

About the author

Dr. Dave Chaffey

Dave ChaffeyDave is co-CEO and co-founder of Smart Insights. He is editor of the 100 templates, ebooks and courses in the digital marketing resource library created by our team of 25+ Digital Marketing experts. Our resources used by our premium members in more than 80 countries to Map, Plan and Manage their digital marketing.

For his full profile, or to connect on LinkedIn or other social networks, see the About Dave Chaffey profile page on Smart Insights. Dave is author of 5 bestselling books on digital marketing including Digital Marketing Excellence and Digital Marketing: Strategy, Implementation and Practice. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing.


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