Types of Microcopy
Meta tags are an essential type of SEO copy. Believe it or not, meta tags are still important. While not as important as fifteen or twenty years ago, two of the three meta tags are still required. Except for the keywords tag, which is of dubious value, the meta tags serve a function in SEO. Roughly put, your title and description tags must have an appropriate copy to reinforce the website’s SEO.
Secondary SEO Microcopy
SEO snippets of copy, like the description of pages, their title, and other snippets, like for instance rich media copy, need to be filled for each page and post of a website to be SEO-optimized. This is to say that you must have a grand SEO scheme, covering the whole of the website, and on top of that, you must have a page SEO plan.
The individual on-page SEO of your website’s content must be customized for each page and post in particular, at the same time, the on-page SEO of the individual page must fit inside the grand SEO scheme of the whole website reinforcing the SEO of the whole site.
A mistake when filling the metadata of individual pages is overlooking the conflicts that the SEO tweaks you apply to it create with the SEO optimization of other pages on your website.
Tertiary SEO Microcopy
Copy that is meant to build the content that you’ll use with web app integrations, like rich media, is another SEO copy that you shouldn’t overlook. While it may be less important than the two other it should be customized to be appropriate for each of the integrations in which the microcopy is going to play a part.
Take, as an example, website back-end plugins that add have fillable fields for Google’s rich snippets and or Facebook’s OpenGraph. One of these plugins may give the option to copy the page’s metadata verbatim to use as the copy for those integrations. That is a nice feature to have, but at the same time is not a one-size-fits-all solution.
Image if you have different SEO strategies employing different keywords for your website and the social media channels for which you’ll use the integrations. In that case, copying the metadata of the page to the integrations isn’t good, since we want to employ the keywords of a different SEO strategy.
If you need copy for push notifications, don’t believe that anyone can write them because they are negligible in size. The shortest the copy, the more optimized it has to be for the length in words to serve a purpose effectively. Given that push notifications are extremely short, it’s not easy to create an actionable copy in such a short space.
Microblogs are short pieces of copy or content that are meant to be shared as updates, or used as entries on microblog sites. Like in the case of push notifications, microblogs have the potential to become difficult to produce when the space is limited and they must follow an SEO scheme.
I haven’t found a consensus on how many words a microblog is, or after what number of words it ceases to be a microblog and becomes a blog post. I would propose these lengths as a guideline:
1.~120 to ~300 words: microblog
2.140-280 words: SEO-optimized microblog
3.300+ words: blog post
4.600-1000 words: SEO-optimized blog post