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Copywriting
For Search Engines & People
By Mark
Sceats
Copywriting
for a website must satisfy two key audiences - people and search
engines. Web copy must not only be search engine friendly. It must
also read well and be compelling.
We discuss here just how
important it is to select the
most appropriate keywords for your website and then optimize pages
for these
search terms so your pages rank high in search engine results.
But there's much more to it than that.
There's no point ranking high in search engines, getting lots of traffic
as a result and then having little of that converting.
The success of your website is not measured by how high it ranks in
the search engines or how much traffic comes to your site.
What really matters is how many visitors to your website convert.
"Conversions" are any definable actions that you want visitors
to your website to take. Obviously the most desirable action is when
they visit your website and buy. However not all websites are ecommerce
sites that sell online. Most are lead generation sites and in these
cases definable actions are usually some other action that puts visitors
on the path to becoming a customer. This can range from subscribing
to a mail list; requesting further information; downloading files
etc.
It is critical that any copy you write is not only search engine friendly.
It must also be compelling for people. If it's not they'll vote with
their mouse and click to another site where it is.
What a waste after you've spent all that time, trouble and expense
attracting them to your site!
Too often copy written with search engines and the most important
audience is forgotten. As a result copy is stilted and unappealing.
Unappealing copy does not sell. Ask any successful direct marketer.
What you need is web
copy that is both compelling AND search engine friendly, as the following
article by copywriting expert Karon Thackston explains...
Next: Compelling
SEO copywriting
 
This
page last updated
May 03, 2010
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