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Copy editing samples

More copy edits across sample brands: an intro rewritten for search intent, and title tags and meta descriptions rewritten for two different brands. ← Back to work samples

Copy Editor

An intro rewritten for search intent

Target keywordhow to descale a kettle

Related topic: limescale removal. Sample brand: kitchenware shop.

Tracked changes

Kettles have been a kitchen staple for a long time, and descaling a kettle is something many people put off, so in this article we are going to explain how to descale a kettle the right way so your kettle looks and works like new. To descale a kettle, follow your maker’s instructions or fill it with equal parts water and white vinegar, bring it to a boil, let it stand, then rinse well and boil fresh water before use. This guide walks through each step, and what to do if scale stays behind.

Clean, keyword underlined

To descale a kettle, follow your maker’s instructions or fill it with equal parts water and white vinegar, bring it to a boil, let it stand, then rinse well and boil fresh water before use. This guide walks through each step, and what to do if scale stays behind.

What changed. The old intro opened with history and said "kettle" four times. The new one answers the search in the first sentence, uses the keyword once in plain form, and previews the rest of the page so the reader knows what comes next.

SEO checks
  • Answers the search in the first sentence, then previews the rest of the page.
  • Uses the keyword once, in natural wording, with no repeated phrases.
  • Makes the same promise as the title and description: three steps, plus what to do if scale stays behind.
  • Stands on its own, since Google builds most snippets from the page content.
Copy Editor

A title tag and meta description, rewritten

Target keywordhow to descale a kettle

Same sample article as the intro

Tracked changes
Title tag · 91 to 34 characters Kettle Descaling: Tips, Tricks, and Everything You Need to Know About Descaling Your Kettle How to Descale a Kettle in 3 Steps Meta description · 149 to 130 characters Looking for kettle descaling tips? Our kettle descaling guide has kettle descaling tips, tricks and more. Read our guide to descaling a kettle today! Mix vinegar and water, boil, let it stand, then rinse: the three steps to descale a kettle, plus what to do if scale stays behind.
Clean, keyword underlined
Title tag · 34 characters How to Descale a Kettle in 3 Steps Meta description · 130 characters Mix vinegar and water, boil, let it stand, then rinse: the three steps to descale a kettle, plus what to do if scale stays behind.

What changed. The old title ran to 91 characters and repeated the topic. Google sets no length limit but shortens long titles to fit the screen, so the new one puts the task first and the number of steps after it, in 34 characters. The description summarizes the page in a readable sentence instead of a keyword list, and it mentions leftover scale so a reader with that problem can see the page covers it.

SEO checks
  • Descriptive and concise, with the main keyword first and no repeated phrases.
  • Unique to this page and accurate to what the page covers.
  • Title, description, and intro make the same promise: three steps, plus what to do if scale stays behind.
  • Pairs with an H1 that uses the same wording: "How to Descale a Kettle."

Based on Google's guidance on title links and snippets. Google may still write its own snippet from the page, so the description is a suggestion, not a guarantee.

Copy Editor

A title tag and meta description, rewritten

Target keywordhow to unclog a drain

Sample brand: plumbing company

Tracked changes
Title tag · 92 to 45 characters Drain Unclogging: Tips, Tricks, and Everything You Need to Know About Unclogging Your Drains How to Unclog a Drain: 4 Methods to Try First Meta description · 148 to 134 characters Looking for drain unclogging tips? Our drain unclogging guide has drain unclogging tips, tricks and more. Read our guide to unclogging drains today! Try a plunger, hot water, or baking soda and vinegar first. Learn how to unclog a drain at home and when it is time to call a plumber.
Clean, keyword underlined
Title tag · 45 characters How to Unclog a Drain: 4 Methods to Try First Meta description · 134 characters Try a plunger, hot water, or baking soda and vinegar first. Learn how to unclog a drain at home and when it is time to call a plumber.

What changed. The old title ran to 92 characters and repeated the topic. The new one puts the task first and previews what the page offers, in 45 characters. The description lists the simple fixes to try first and says when to call a plumber, so the reader knows the page covers both, instead of repeating "drain unclogging" three times.

SEO checks
  • Descriptive and concise, with the main keyword first and no repeated phrases.
  • Unique to this page and accurate to what the page covers.
  • Written as a readable summary, not a keyword list, and it ends by pointing to the next step.
  • Pairs with an H1 that uses the same wording: "How to Unclog a Drain."