SEO Copywriting
Writing for Search Engine Placement
A critical element in search engine optimization is SEO copywriting – Creative writing & editing the website copy for the search engines. It’s the technique of writing the viewable text on a web page in such a way that it reads well for the surfer, and also targets specific search terms. Its purpose is to rank highly in the search engines for the targeted search terms.
Of course, website copy must first be written for the human visitor – the content must be what people want or need and be presented in a way that effectively convention what’s the information all about and inspire them to act – buying product or services. Practitioners of the search engine copywriting method recommend around 350 viewable words per page. SEO Copywriting is a time-consuming process, and professional SEO copywriters are not cheap, therefore the cost of each page is significant. Since each page can target only one or two search terms, it would usually require a good number of pages to be made-over in order to target all the required search terms. After the marketing copy is crafted, the SEO copywriter edits for the search engines ensuring that keywords are placed effectively within the content of the page.
Skilled SEO copywriting should be unobtrusive. Most website visitors have a fairly high tolerance for the repetition of keyword phrases. Fortunately search engines also prefer a fairly low density of keywords, so a natural approach to strategic keyword placement is best. Apparently every site owner needs to make absolutely sure that your
content is unique and that you did not take any text from another site.
This used to be fine, just change the text and now you own it. But Google
has cracked down on this big time. Sites with a PR of 5 and up dropping to
0 immediately because of a copy write issue. Just as a precaution check
out www.copyscape.com and punch in your URL, find out exactly how many
people have similar content. Be specific to pages as well, it only
checks the page you tell it to.
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SEO Copywriting – The Process
* Keyword Research & Analysis - If the initial research has not been done on keywords, it must be done before editing the copy for the search engines. The best time to research and analyze keywords is before the website is built, but search queries change over time and the research should be updated when editing content for the search engines.
* Current Search Engine Placement - If the site is already indexed, the placement of the page to be edited should be checked. If the site is doing well for one or two variations of the target keyword and less well for a third variation, the copywriter will edit accordingly.
* Keywords in Headings and Sub Headings – Many writers these days fail to use sub headings, but search engines use them to determine the topics covered by a page. Think of them as your content outline. Use h1, h2 and h3 tags logically. With the advent of CSS websites don’t need heading tags to determine how to display the font size of headings, but search engines still count them.
* Title and Meta Description – this is another area where your marketing and SEO copywriting should be a concerted effort. Copy must include the targeted keywords and appeal strongly to the human. Your title will appear Search engines will also occasionally display your meta description so a well written tag is important.
* SEO & Bulleted Keywords - Lists like this increase the readability of a page and search engine spiders love them. |
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