SEO
copywriting is about optimising your website words to ensure a high
page ranking on
search engines
What I say in this section may appear to contradict what I've said
throughout this site about creating a proposition based on your
unique knowledge and skills.
Identifying the right keywords and phrases for your products and
services may include generalisations, clichés, jargon and
misspelt words. The difference here is that you're deliberately
using them to create a bridge between 'your' offering and what people
are
searching for.
Two key roles of website copywriting
I see website copywriting performing two
essential roles, each working seamlessly together.
1. Visibility
- identifying and locating your service offering on the web using
SEO copywriting.
2. Lead generation - building a credible
sales proposition that will motivate people to contact you - whether
for information, a meeting or purchase.
The key is reconciling search terms with your offering. Observe
the search terms people frequently use. Someone might search for
a SEO specialist, but really need a good copywriter who understands
SEO and can help them rewrite their website. So it's important you
use phrases to steer people to what they 'really' need.
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If
you write your website copy by scattering keywords and phrases around
headlines and hyperlinks with the hope of improving your response
rates, then you're not writing for your reader. You're writing for
search engines. And I've never heard of a search engine calling
anyone to do business.
Be original. Write from your own experience, but keep in mind the
relevant keywords and phrases from your research.
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