The Spring Racing Carnival is well underway, with the Melbourne Cup race about to begin!
Got your riding hat and crop ready? In this month’s newsletter we will mount and ride the SEO copywriting horse. SEO stands for search engine optimisation.
SEO copywriting is writing website content that skilfully emphasizes and manipulates the text so that search engines are able to rank and index your site on search list pages preferably somewhere on page 1.
Most people use search engines such as Yahoo, Google or MSN bing when conducting a search online.
You will have noticed when you do a search that you have listings appear on the left and to the right of the page.
The left side listings are the natural or organic search results and the right side listings are PPC or pay per click advertising campaigns. Basically the left side organic results are websites that have been optimised for search engines to index, rank and list while PPC results to the right are websites that pay to be listed.
Writing for websites is a little different than writing a brochure or newsletter. With website writing you need to be very concise, direct, have a clear call to action while still producing readable and persuasive content.
SEO copywriting also involves strategic placement of keywords throughout the main content of a website. Keywords are the words or phrases that are particularly relevant to your industry and also what users may type when searching for your business.
Keywords are also placed in the html source code along with Meta tag titles and descriptions. There has been much debate and discussion about the relevance of keywords and Meta tags. This is due to the fact that search engine algorithms are constantly changing how they find, index and rank websites.
But it’s still important to have these elements in place, as not all search engines are the same. No one knows how often the search engines change their algorithms, it’s a closely guarded secret to prevent unethical behaviour like spamming and keyword stuffing.
Another thing to consider with keywords is to not over do it. If you cram too many keywords into your content particularly if they are irrelevant the search engines will ignore and even penalise you for it.
The last thing you need is to be blacklisted for all your efforts in making your site visible to the search engines. So err on the side of caution.
As you can appreciate there is quite an art to writing good website content. You should ultimately be writing for your visitors. Know who your customers are and adjust your copy to suit how they would speak.
Write as if you were speaking with them face to face. The more personable language used the more likelihood of keeping your visitor engaged and making a sale. Make your customer feel that you understand them.
Remember to include benefits. Explain how much better, richer, happier they will be if they choose you over your competitor.
Don’t make the mistake of assuming that a visitor to your site knows what to do. Always have a clear to call to action and tell people what you want them to do, for example sign up for a newsletter subscription or take up a time limited special offer.
You should make it very easy for your visitors to navigate your website, to obtain information and direct them to take a course of action.
So ladies and gentleman saddle up your horses, hold the reins firmly and gallop your way to page 1 of the search engine results pages.
Got any questions, suggestions or feedback please feel free to call or email me.
In next month’s newsletter I’ll continue the SEO topic and look at PPC versus organic search listing.
Until next month,