Search Engine Copywriting
Do you think there's high-tech wizardry involved in getting
your website to the top of the search engine results? Think
again. It takes a copywriter - an SEO copywriter
to be exact.
| You're probably thinking,
"SEO copywriter? What the heck is that?" It's
a writer who understands search engine optimization
(SEO) and can work with the rest of your web team to
help your website get search engine traffic from qualified
customers who have taken the time to search for your
products and services.
If you want your website to show up on search engines
(and doesn't everyone?) it's important to use an experienced
SEO copywriter — you need someone who understands
that website copy doesn't just need to be clear and
compelling, it needs to be written in a way that attracts
search engines, too.
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An SEO
Copywriter Helps:
Attract
more qualified web traffic from search engines
by working with your web team on a coordinated
search engine optimization plan.
Convert
web visitors into customers once they find your
site.
Kickstart
your website and make it work harder for your
business. |
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Search Engine Copywriting - It's All About Balance
Writing copy optimized for search engines can be tricky.
You want a website with enough of the right keywords to attract
the search engines. But you don't want copy with so many keywords
that it then sounds silly to the people who read it. Effective
search engine copywriting is a delicate balance between satisfying
your website's human visitors and the search engine spiders.
(Take a look at some SEO
copywriting samples that satisfy both audiences.)
Does this concept of search engine copywriting sound confusing?
You're not alone. Most people think there's some magic in
the HTML code that makes a website rank higher with search
engines. They don't realize that it's the words on the page
— written with carefully chosen keywords in mind —
that attract search engine traffic. You're welcome to contact
me with questions about SEO copywriting and how it can
benefit your business.
I offer the writing background to ensure your copy sounds
right, and the web background to make sure that your website
is built for search engine optimization. (Not to mention the
marketing background to work with you on other ways to attract
website traffic, like writing and placing articles and email
newsletters.) There's no sense writing optimized web copy
for a page that search engines can't find. I can make recommendations
and work closely with your web team to ensure that your site
follows proper search engine optimization guidelines gets
noticed, not penalized.
Key Components of Copywriting
for Effective Search Engine Optimization
When you work with an experienced search engine copywriter,
you'll see that it's a holistic process. Writing, web
design, web page construction, and linking all work
hand-in-hand to give you the best search engine optimization
results possible. You have to consider all the variables
that affect your search engine rank.
- Key word and key phrase research
- which terms are most likely to be used in search
engines to find your products? Is there a lot of competition
for those search terms?
- Competitive search engine results research
- are your competitors getting better search engine
results than you? Research can show why their pages
are ranking higher, and what it will take to optimize
your own pages so the search engines will rank them
higher.
- Copywriting for search engine optimization
- after the research is done, it's time to write your
website copy using the chosen key words and key phrases
-- judiciously. As I say in this DM
News
article in which I was quoted, “Good Web
writing is a balance between satisfying the spiders
and the humans. But it’s the humans who buy
your products and services.”
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Search
Engine Optimization Copywriting Samples
Carlin
& Kienitz Elder Law - this Maine law firm
specializing in elder law achieved top rankings
for its key search phrases.
Athena
IT Solutions - this Boston-area consulting
firm attracts traffic with its selection of data
warehouse articles and other business intelligence
information.
Minerva
Solutions - this website helps businesses
find an SEO copywriter, freelance marketing writer,
or marketing communications consultant near Boston.
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Site Design and Construction, Linking, and Directory Submission
for Improved Search Engine Optimization
Your website manager and SEO professional need to work in
partnership with your SEO copywriter to ensure that all parts
of the search engine optimization process are complete. With
my background in both writing and website creation, I can
either work with your team or, in some cases, even help fix
your pages myself to ensure that all the parts of search engine
optimization are working well together. In addition to writing,
the other parts of search engine optimization include:
- Website page design - is your home page
made up of an elegant image that reinforces your company's
visual identity? It might look nice, but it's probably not
the best design for search engine optimization. By combining
your beautiful graphics with the right text you can attract
more search engine traffic.
- Web page construction - how a page is
put together can influence how well it does in search engines.
Using keywords judiciously in your tags and avoiding frame-based
websites are two ways your construction helps with search
engine optimization.
- Inbound links - search engines love to
see links to your website. Not just any links, but links
from highly-ranked websites with related content. A campaign
to request relevant links is an important part of search
engine optimization.
- Directory submissions - submitting your
website to relevant directories is key. If you're a widget
manufacturer, getting a link on a directory of the major
widget manufacturer sites helps the search engine spiders
find your site, and it's a quality inbound link. But submitting
your site to thousands of search engines is NOT helpful,
despite what the unsolicited messages in your email box
tell you.
Search Engine Copywriting Consultation
Want to learn more? Send
me an email if you're interested in a free consultation
on copywriting for search engine optimization, and the other
components that add up to successful web marketing campaign.
Do-it-Yourself Search Engine Copywriting
If you're interested in in learning about search engine optimization
copywriting, I recommend The Nitty-gritty of Writing for
the Search Engines by well-known SEO expert Jill
Whalen. For only $49, you will learn how and where to
place your most important keyword phrases within the visible
text copy of your Web pages.
Learn more about The
Nitty-gritty of Writing for the Search Engines
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