Copywriting is imperative for long-lasting search engine placement and web site visitor retention. Quality copy written content drives other business websites to point link to your site which is an essential step for cost effective website promotions. The ability of write original content for a website that reads well for a page viewer while featuring specific keywords and phrases that best describes the business and website offers.
There is definitely an art to optimizing copy written material so that the website reads well and ranks well for the specific key terms that describe the business niches best. If you were to repeat a keyword forty to fifty times on a page, you would be significantly risking your rank for most of the search engines. The search engine discourages key-word spamming therefore your search engine placement results will be compromised if you cross the line. It is imperative that your website presents original, informative and well-written content that drives customers to respond to a call for action.
Web-Site Copywriting Content is Key for SEO
Search engine Copy-Writing, AKA writing for the search engines or SEO copywriting, is the process of weaving keywords and key phrases into your web page copy. It requires a lot of pre-planning because the rewards of good SEO copywriting are two-fold.
- The search engines will position your site higher in search engine results; and
- Your prospects will receive valuable information that is customer-focused and persuasive with a clear and concise call to action in a quick, convenient and easy to read format. Web-Site Copywriting Content is Key for SEO
When writing web copy, make sure it isn't stiff sounding—the flow of readership has to be smooth. While you are writing for the search engines to boost your rankings, you still need to make it so it's appealing to the human audience that's making the buying decision. If your content isn't appealing and easy to scan, the purchasing decision could quickly become a "NO". When people get onto websites, they want to be able to quickly get what they need. They're not going to spend a lot of time reading, which is why it's important that your message is easy for them to scan and that it provides a clear and concise call to action. You need to tell them what to do with the information they just received or they won't know what to do. Then, they'll leave your site, and you get no profit out of their interaction with your site.
This is a general guide of the planning stages involved with SEO copywriting that should help you determine what you need to say to make your message clear and get better search engine visibility.
- Know your audience. You need to know who your target audience is and anticipate what they want out of your website. You can't write informative and persuasive content without knowing what your visitors' needs are.
- Research the keywords and key phrases you want to highlight on the page using trusted industry research tools (see Effective Keyword Research). Some phrases are popular but are grammatically incorrect. You'll also notice that there are also some misspellings that rank well with the search engines. DO NOT include these or you look amateurish and untrustworthy. Chances are, you'll find a grammatically correct workaround that gets the necessary visibility by putting a word like “a”, “and” or some other word like that that search engines ignore.
- When writing your copy, focus on 3 to 5 key words or key phrases. Any more than that will dilute your keywords too much, and they'll rank poorly with the search engines. Sprinkle these strategically on your page, preferably in a heading tag, bolded text, anchor text (text inside a web link), or in an ordered or unordered list (numbered or bulleted list).
- It is recommended that your pages have at least 250 words per page. Search engines love content-rich sites and reward them with higher placement. But remember, your content has to be easy for your readers to scan. Make your headings stand out from the content. It helps break up the page and give the reader's eyes a place to pause. Plus, it provides a quick outline of the message you're trying to convey. Bolded, italicized and bulleted items also help quickly and effectively communicate your message.
- Set up a blog. Search engines love blogs and blog posts. Put plenty of relevant links in your blog, too, and have your keywords within or near the anchor text inside your links. Just remember, if you have a blog, be sure to post fresh professional articles regularly. There are also a surprising number of people who enjoy reading blogs, so make your content a compelling and persuasive read equipped with a clear and concise call to action.
- Make sure you copy write original content. To make sure you don't have duplicate copy on your pages, there are website services that will monitor your content. DupeCop is a popular duplicate content checker that allows you to compare two pieces of text to find out how unique the 2nd one is in percentage terms. This particularly useful if you're writing private label rights (PLR) articles to be submitted to article directories like Ezine Articles while avoiding duplicate content penalties.
- Try to incorporate your most focused keywords in your page title. Put the title in a H1 tag on your page and in the meta title tag. Search engines index the title tag and make it one of the most important factors in the ranking process.