Strategic Website Copywriting – Feel Your Online Pulse (Part 2)

When it comes to all the issues surrounding website copywriting – such as search engine optimisation (SEO); link building; and creating original, quality content – no single copywriter can hope to do justice to the number of options available.  To ram home the point: for a website to see higher search engine rankings; generate respectable levels of visitor traffic; and benefit from effective landing pages that deliver high rates of sales conversions – a new strategic approach to online copywriting is called for. Website copywriting is a broad term encompassing the content of a website page and the meta tags hidden in the HTML coding which are not visible to website visitors.  It also includes those elements which generate inbound links back to the site and therefore improve the rankings of the various pages on a website.  We’re talking here about things like articles, news releases, blog posts and so on, all of which link back directly to a specific website which could also be described as an ‘online hub’ for a particular company or organisation. To maximise the number of links going back to the central website (or hub), it’s important that the various ‘off -page’ copywriting activities are optimised with the necessary keywords to generate relevant links.  The better the quality of the article, news release and so on – and the better they are promoted – the more links will be generated.  Search engines see links as ‘votes of confidence’ in the perceived importance and quality of a web page.  This will be rewarded accordingly with higher rankings on the search engine results pages (SERPs). You... Read more...

Strategic Website Copywriting – Feel Your Online Pulse (Part 1)

Have you checked the quality of your website copywriting recently? If not, there’s no better time than the present to conduct a complete ‘health check’ of all your online copywriting activities – and how they fit together. A lot of businesses don’t understand why they should take a strategic approach to online or website copywriting. To most, copywriting is a fairly peripheral thing. At best, it’s seen as part of the online marketing process and will probably take care of itself as part of a website design or search engine optimisation (SEO) brief. And yet, with so much resting on the success of a company’s website – through its rankings and sales conversion rates – it’s almost negligent not to take copywriting seriously. For many people in business, this would require a massive change in mindset. Traditionally, copywriting was the clever stuff that went into ads or sales letters, or – at a more Cinderella level – the words that filled brochures and catalogues. That has all changed. Online marketing budgets are growing to meet the potential of online consumer demand. With it, we’ve seen an explosion in SEO, website design and usability techniques. That’s all fine. Copywriting may also have grown in terms of content volume, but what we haven’t seen is a greater focus on the quality and effectiveness of copywriting, especially in the ways it can interact most effectively with other online elements. To any clear-sighted business person, it should be obvious that addressing this situation will pay big dividends. Monitoring a Moving Target The number of pages on the web has increased exponentially. Competition to... Read more...
On-Page Optimisation, has 2012 changed everything?

On-Page Optimisation, has 2012 changed everything?

2012 has been a mixed year for the SEO industry (depending on which colour hat you wear). For the white hatters (like us) 2012 has been a great year. With Venice, Penguin and regular Panda updates rolled out, we’ve seen over-optimised sites punished, search becoming that little bit more localised and spammers feeling the wrath of the Big G. With so much talk surrounding these updates focusing on links, spam and other off-page issues, little time has been taken to focus on best practice regarding on-page optimisation. Previously, this focused on a few key issues including design, calls to action, strong branding and web copy. Although these are good places to start when looking at on page optimisation, we really need to start looking outside the box. What’s changed? Put simply, Internet users have changed. In the past we didn’t have the sheer number of search results for queries; nor did we have the selection of visually appealing sites that are on offer today. We are constantly facing the challenge of being the “best”, but with so much competition, the bar has been raised to new heights. Another symptom of this change in user preference can be seen with the greater demand for social engagement and user generated content (UGC). Having a community surrounding your site is the key to success; it shows users that people are engaging with your company and builds a sense of trust. Search engines have also wised up to this change in user preference, introducing “Social Media Signals”, which they use to reward websites with large amounts of social media activity or “shares” pointing... Read more...