SEO Copywriting Has Changed!
‘Moderation’ is the mantra for today’s SEO copywriter: tone down the strident use of keywords in favour of a sparkling visitor experience.
Keywords have been reduced to bit-part players in the SEO copywriting drama. As part of its never-ending quest to deliver the ultimate visitor experience, Google has had a shake-out among the criteria it uses to rank web pages.
Gone is the over-reliance on keywords. Centre stage now is occupied by the multi-media experience. Keywords remain as the ‘warp and weft’ of web page content, but new kids on the SEO block include videos, podcasts, slideshows, screen-grabs and other enticing eye-candy.
Each visual element should of course be optimised with consistent and well-researched keywords. Original content that is informative, well-written and well-presented are the keys to successful online copywriting.
Basic on-page optimisation using standard meta tags is now taken for granted. SEO copywriting that doesn’t include these functions starts out with a considerable handicap.
Web designers will now play a more important role in on-page optimisation, although it still remains the SEO copywriter’s responsibility to advocate the most appropriate visual vehicles for each individual web page. They should also write the scripts for this SEO collateral.
Similarly, off-page SEO that generates inbound links should be written and optimised by a competent SEO copywriter. This includes articles, news releases, blogs and other online marketing and social media tools.
Tips for writing landing pages…
The quality of online content has always been king, but keywords are the loyal subjects that every website needs. That’s why you should look upon every page of a website as a landing page that has to do a standalone selling job with every new visitor.
Think about this for a second. When someone does an online search by typing in a few keywords, Google shuffles its pack of available web pages and ranks them in order of relevance for end-users. When it comes to the keywords side of the equation, the first questions to arise are:
Does your website have a wide enough range of keywords to sustain its commercial viability?
Does your site have a good selection of so-called ‘long-tail keywords’ that fall into a niche within the generic terms you would most obviously associate with your business?
The solution here may be to add more pages to your website to broaden the scope of its keyword-appeal. On the other hand, you should avoid doing this if there’s a risk that any new pages will dilute the overall focus of your website.
The Importance of Useful Original Content
Following Google’s various updates from 2011 onwards – ‘Penguin’, ‘Panda’ and ‘Hummingbird’ – it’s crucial to make sure that every one of your web pages contains valuable, useful and original content. Your web content should cover all the relevant bases to answer the needs of your potential customers.
People who make searches are looking for information. Some would argue that providing too much information online gets in the way of the sales team doing what they do best. Others say that lots of information gives your competitors too much ammunition.
These are subjective issues which are seen as old-fashioned in some quarters. They would say that you can’t give your market enough information, that more people will make enquiries to a company that’s perceived to be both ‘open’ and expert.
In simple terms, ‘information’ is content that reveals your corporate style. Acquiring high quality, expansive information can be one of the main sticking points for a SEO copywriter when it comes to creating a truly great website.
The online era is not a secretive one. Organisations that are prepared to go the extra mile to provide valuable information – using the best SEO copywriting techniques – are greatly enhancing their chances of achieving online commercial success.
Website owners who acknowledge this, and who present their information in the most attractive way possible, will be doing a service to their customers that will bring the additional reward of Google recognition and higher web page rankings than their competitors.