Search engine copywriting

Search engine copywriting is a field that continues to develop each and every day.  Copywriting as a field continues to grow but this particular niche is growing at a much faster rate than the overall field.  As the Internet continues to grow, more and more companies are relying up on the Internet for a higher percentage of sales.  This will ensure that search engine copywriting will continue to be in demand.

To give a general background on search engine copywriting, we must first look at why this field is growing so rapidly.  The number of searches that are done on the Internet is in the hundreds of billions annually. The way that most people are able to get to a website these days is through search engines.  It is much harder for your website to be highly ranked without being optimized for search engines.  The number of pages on the Internet has grown to over 4 billion so increasing importance has been placed upon the fact that your webpage is easy to search and is indexed by search engines.  If this is not done, you will find that you will not have the sales results that you would like from the Internet.  You are able to buy traffic to come to your website but you will find that you are missing out on an important piece of the sales pie by not focusing on organic traffic.  This traffic can often be more highly concentrated and better leads for you then can traffic that you buy to send to your website.

To get your website indexed within the search engines, you must have original content that is in high demand.  Search engines index web pages by sending their search bots through these different web pages.  The search bots are looking for many different factors but the key is that your writing on certain topics and at the information is valuable.  The information must be valuable both to the search bots so that they index you as well as when people were searching for your information.  Search engine copywriting companies play an important part in this role because they can help develop your website to be optimized for search engines as well as convert traffic into sales.  While it is important for you to get traffic, the key is also to make sure that this traffic can turn into dollars in your pocket.

Search engine copywriting is a growing field which demands that you must have knowledge of how the Internet works as well as great copywriting skills.  If you are able to provide both of these skills, you will be able to write your own paycheck.  If you want to learn more about search engine copywriting, search on the Internet under the terms "SEO tutorials." This can give you a great deal more information as far as what search engines look for and how different search engine copywriting firms operate.  There is a great deal of competition in this field today so if you're interested, there is a great demand for your services.

SEO Copywriting Makeover: Finding the Right Trigger

You've got a great product or service.  Now, how do you make buyers sit up and take notice?  How do you get them excited about what you're offering?  You have to pull the trigger.

There is at least one trigger for every product or service on the market today.  Finding it is the hard part.  Once you determine what will set your customers in motion, you've won half the battle.  This was the case with ForecastWatch.com. 

With a new site, the owner of ForecastWatch.com (Jeff) was unsure of what to do with the copy in order to connect with his site visitors and cause them to take the action he wanted them to take. Not to mention, Jeff wanted to rank highly with the engines as well, so search engine optimization (SEO) had to be taken into consideration, along with the selling aspects of the copy.

The Problem

The only real problem was finding the right trigger.  The original site had little to no usable copy.  That's not an insult; it's the truth.  Jeff knew he needed help from a professional copywriter, so he spent little time on the site content.

The Solution

To determine the most powerful trigger, I took a look at all the segments of ForecastWatch.com's audience.  It was broken down into three distinct types of customers.  They were all interested in the most reliable weather forecasts possible, but for three very different reasons.

One group was made up of meteorologists.  Their obvious interest was in being able to provide the most accurate forecasts to their viewers and listeners.  A second group was compiled of weather risk managers.  It is the job of these professionals to accurately assess weather for industries such as the stock exchange, construction, transportation, national defense and more.  The last group needed weather forecast accuracy for personal reasons, usually as a hobby or for sports reasons (coaches, etc.).

While the last group was primarily interested in the weather as amateurs, the first two segments (meteorologists and weather-risk managers) have a lot on the line when it comes to weather forecast accuracy.  Their reputations and their jobs are on the line.

And that's the trigger!  I put it right up front in the headline, which read:

ForecastWatch.com
Because Your Reputation Depends on
Being Right About the Weather

The headline hit the nail on the head.  It got the attention of weather professionals, was of great interest to hobbyists and included part of one of Jeff's keyphrases.  The last word in the headline (weather) tied into the first sentence of the copy and, thus, created a keyphrase.

Keep in mind that engines don't read spaces or line breaks or punctuation within the copy, so having one word of a keyphrase in the headline and the remainder of the keyphrase in the first sentence of the copy is an excellent way to make the copy flow and keep in line with SEO protocol.

Now, the task would be to keep that same emotional twist and energy throughout the copy.  With the old copy, Jeff had no rankings with the engines for his chosen keyphrases, so the optimization of the copy needed to give him a presence.

The Rewrite

In the opening paragraph, I touted the praises of weather professionals, letting them know their expertise was recognized and appreciated.  I also used one keyphrase twice and the second keyphrase once.  In addition, I used the individual word "weather" and substituted "specialist" for "risk manager" in some instances to add to the flow and give a well-rounded environment for the spiders and bots.

Next, I provided a good overview of what ForecastWatch.com offered.  Again, a keyphrase was used in the headline (because it worked for both the visitors and the engines, not strictly for SEO purposes), and a keyphrase was used in the paragraph.

Finally, the copy was broken out into segments that targeted specific individuals.  This gave them precise information on what benefits ForecastWatch.com offered them.  Boxes for meteorologists, weather risk managers and weather enthusiasts were created. Within the copy for each block and again in the anchor text for links to internal pages, keyphrases were used where appropriate.  These boxes lead each visitor to information that was most relevant to him/her.

The Results

I always like to let the customer take over in this section.  Here's what Jeff had to say about the rewrite of his home-page copy.

"Traffic has steadily increased, and I've gotten a lot of leads and my largest non-weather-company business customer from Internet search.  The rewrite helped me with more than just the website.  It helped me to define my business goals and to articulate them in other marketing materials as well."  In addition, rankings continue to rise with current positioning in the top five for one of his keyphrases.

Take the time to do a little research.  Put yourself in your customers’ place.  Uncover what's most important to them, and you'll be rewarded with greater conversions in the long run.

The Best Place to Put SEO Copy on Your Web Page

It seems like a funny question to me, but it gets asked a lot.  "Where should the SEO copy go on my Web page?"  That question gets asked so much because there are several pieces of out-of-date information, rumors and myths with regard to text placement, when writing SEO copy.  

For instance, many absolutely swear that the copy has to be as high up on the page as possible for the search engines to find it.  Not true.  The spiders will find the text regardless of where it is on your page.  Others say all your text has to be in one block.  Also not true.  The spiders will find the text regardless of where it is on your page.  

Other statements I've heard regarding text placement include:

1. ·Your headline must appear at the very top of the page.
2. ·Copy placed inside tables throws the search engines off.
3. ·Copy must be positioned above the fold to be found by the spiders.

None of these are true.  The spiders will find the text regardless of where it is on your page.  (Or did I already say that… twice?)  This is true in 99.9% of the cases, with only some very rare exceptions.

So where is the best place to put SEO copy on your Web page?  Wherever it makes sense to the site visitor!

Spiders will find your text regardless of where it falls on the page.  Want proof?  Here's a test.  Go to Google and type in any working URL.  When the result comes up for that site, click on: "Show Google's Cache of…"  In the box that appears at the top of the next page, click on this option: "This cached page may reference images which are no longer available. Click here for the cached text only."  What do you see?

You see exactly what the search engine sees.  If the text appears in this text-only cache, that means Google's spider can read it and index it.

Put Copy Where It Is Most Beneficial to Your Visitors

Since the engines will find your text regardless of where it falls on the page, your focus should be placed on the site visitor.  This is where your focus should always be.  The people who have the money come first; the search engines come second.  :)

If it makes sense for your visitors to see your headline as the first thing on the page, then put it first.  If a graphic design element makes more sense, then put that first.  If you use photos or other images, include captions so your visitors understand what these photos mean and how they relate to the sales message.

If you have an ecommerce site, create pages for each category of products you offer in order to help guide the visitors' steps.  Then add short copy segments that quickly describe what is offered for each specific product.  Even though the copy is scattered all about the page, the engines WILL find it.

When it comes to copy placement on your Web pages, don't agonize over what the engines want you to do.  Give 100% of your consideration to what would be most useful for your visitors and place your copy in those areas.  The spiders will find it with no trouble at all.

The 2 Most Common Mistakes When Writing With Keywords

It really gets my blood pressure up.  SEO copywriting has begun to get a poor reputation all due to carelessness.  How so?  Because too many people claim to know what they are doing.  In reality, they simply shove keywords into copy without any concern for how the copy flows.  Copy that sounds mechanical or stiff is a sure sign that an amateur writer has had his/her hands in things.  

When you write SEO copy, you should take the time to find out what works and what doesn't.  There are two mistakes almost every amateur search engine copywriter makes.  Let's take a look at each one.

#1 - The List

Let's say you visit the home page of a website that sells beauty supplies.  As you read the copy, you keep coming across a string of items: hair salon supplies, hair salon equipment and professional manicure tables.  The copy reads something like this:

The Best Selection of Hair Salon Supplies, Hair Salon Equipment and Professional Manicure Tables On the Internet

When you're shopping for hair salon supplies, hair salon equipment and professional manicure tables, you need a vendor who offers great selection as well as great service.  Because buying hair salon supplies, hair salon equipment and professional manicure tables can be an expensive venture, you also want a company that delivers the lowest price.

Trust ABC Beauty Supply to bring you the widest selection of hair salon supplies, hair salon equipment and professional manicure tables in stock every day.  Orders are shipped within 24 hours and - for all hair salon supplies, hair salon equipment and professional manicure tables orders over $100 - shipping is absolutely free!

Do you see how that flows (or doesn't flow) when you use all your keyphrases in a row every single time?  One time, sure.  That's fine.  Even twice, depending on the length of your copy.  But to put all your keyphrases in a list and use them every time you have the smallest opportunity is just far too repetitive.  What do you do instead?

Discuss each one in its own section.  Talk about the various types of hair salon supplies.  Review the reasons your hair salon equipment is better than that sold by others.  Or even list the features and benefits of the line of manicure tables you offer.

#2 - Substituting Keywords for Generic Terms

This technique (just like the one above) is perfectly fine IF you use it in moderation.  However, to replace every instance of a generic term with a keyphrase will cause your copy to sound downright silly.  Let's have a look at an example from a Web design site.

New Orleans Web Design

Our New Orleans Web design firm offers a high level of creativity to businesses located in the general area. Our New Orleans Web design styles are never made from templates.  Each New Orleans Web design is a custom creation just for your site.

If you walked into a Web design company's office and the employees began to talk like that copy is written, you'd most likely think they were on drugs!  So why in the world would you write your site copy that way?  The reason is because most amateurs mistakenly think they can't write for both the search engines and the site visitors.  I'm delighted to say they are wrong!  You can most certainly write for both with great success.

Try this:

Progressive, creative, upbeat.  Those are phrases that best describe many online businesses based in New Orleans. Web design for your organization should match your style. Never created from templates, the site designs you’ll receive will be truly reflective of your corporate personality.  Because we work exclusively with companies located in or near New Orleans, Web designs retain that Big Easy feel.

Did you see it?  The phrase was broken up using punctuation.  That won't hurt your rankings one bit, but it will make your copy sound a LOT better.

These are not all the mistakes.  I wish they were!  But most of the mistakes made by amateur writers can be fixed using one simple test.  Read it out loud.  If the copy sounds ridiculous to you when you read it out loud, it is going to sound equally ridiculous to a site visitor.

Take your time.  Learn the ins and outs of SEO copywriting before you begin to create the text for your (or your clients’) pages.  Then you can rest assured that your copy will convert better while it contributes to your high rankings. 

Top 10 SEO Copywriting

 What would happen if…?  I'm a person to always ask that question.  I love testing and tracking to see what factors can improve or worsen a situation.  So, it was only natural for me to track the moves of a little experiment I did involving SEO copywriting recently.  I'll gladly share my findings with you.

Before I do, however, I want to make a couple of things very clear.  The outcome of this experiment will not be the same for every keyphrase on every page of every site.  There are too many unknown factors at play in the overall SEO equation.  Not to mention, all keyphrases are not the same, and all sites are not the same.  In addition, this experiment takes no account of link popularity, which is a huge factor in achieving high rankings.  With that said, let me show you how I took the home page of one of my sites - that didn't even rank in the top 50 - and caused it to rank in the top 10.

First of all, I'm not a big fan of checking rankings on a regular basis.  I don't run ranking reports for all my sites to be sure they are all in the positions I want them in for every given keyphrase.  I'll do it from time to time just to satisfy my own occasional curiosity.  This experiment began when I noticed the home page of one of my sites was ranking highly for a keyphrase that didn't seem to appear anywhere in the text.  Upon further investigation, I saw that the keyphrase was included in the ALT tags (a.k.a. image attribute tags) and that it was also included in the title tag. 

I knew ALT tags previously carried a lot of weight with the engines, but had been downgraded in importance because site owners had badly abused the tag.  Had ALT tags been reinstated in their level of importance?  I decided to find out.

Keyword #1 was currently in the ALT tags and the title tag, so I decided to eliminate the keyword in the title tag.  This would let me see if the ALT tags alone could hold the position in the search engine results pages (SERPs).  To make things more interesting, I also decided to research and find a keyword that was a little more competitive and insert it into the title tag.  On the same day I removed Keyword #1 from the title tag, I inserted Keyword #2.  My home page was not ranked in the top 50 at that time for Keyword #2.

A few days later, the Googlebot came by and boosted my home page to position #18 for Keyword #2.  Not bad!  The page fell one spot (from #17 to #18) for Keyword #1 since the removal of the phrase from the title tag.

Keep in mind, these are not the most competitive keywords ever known.  They each got between 100 to 200 searches a day.  Also, the home page of this particular site had been (and still is) well ranked for years for other keyphrases and had a positive legacy with Google.

Five days later, Keyword #2 was moved up three notches to a ranking of #14 while Keyword #1 stayed the same.  Things remained in their status quo for roughly 10 days and then began to shift again.  Keyword #1, the original that was previously in both the ALT tags and the title tag, vanished completely.  It was not found in the top 50.  Keyword #2, that was only found in the title tag and nowhere else, dropped to position #25.  

Four days later, Keyword #2 was back up in the rankings and was now at #16. To see if I could improve rankings further, I began to make small tweaks to the page attributes.  I added Keyword #2 to the ALT tags (taking the places where Keyword #1 had once been), and I also added Keyword #2 to the body copy.   The keyphrase was added to one, bold sub-headline and at three places within the body copy: none of which were above the fold.  It was not added to any primary headlines that used <H> tags, and no keyword density formula was followed for the body copy.  No other pages on my site used this term as anchor text in links pointing to the home page.  That gave the page keyword placement in the:

• Title tag
• ALT tags
• Body copy

Seven days later, the home page hit the top 10 for Keyword #2!

So, what does all this mean?  Simple.  There is no single primary factor in search engine rankings.  It takes balance, testing and tracking to find out what works for your particular pages.  Your best bet is to do exactly what I did… begin one step at a time and track your progress.  Did something cause a positive movement?  Keep it.  If something causes a negative shift, take it out.

I'm not finished with this page yet.  I'll keep trying different things from time to time just to see what happens.  Maybe I'll add anchor text links from the internal pages to the home page.  I might try writing articles with keyword-rich anchor text links to help boost the rankings more.  There are many acceptable practices I can implement for this page (or any page) that will allow me to observe the shifts in ranking.  As the old saying goes, "Don't put all your eggs in one basket."  A diversified approach to SEO copywriting that includes tags, copy and links is always a wise start down the road to top 10 rankings.

What SEO Copywriting Is… and Isn't

I've been frustrated lately.  It seems people just don't get it.  There's lots of talk about SEO copywriting these days, but hardly any of it is on target.  The majority of the conversations, posts and articles I've seen deal with topics like keyword density, allowable limits, over optimization and such.  These people are making search engine copywriting all about the search engines.  They are forgetting the fact that SEO copywriting is still copywriting.

What that means - generally speaking - is you are still writing promotional copy designed to cause a *person* to take a specific action.  Your target audience (your site visitors) should come first.  The elements designed to help the copy rank well absolutely come last. 

What good is all the traffic in the world if your site copy doesn't convert visitors into buyers?  Not much.  That's why - when writing SEO copy - the human visitor comes first.

Unfortunately, SEO copywriting is getting a bad name because so much of what is being cranked out is repetitious babble. Most of these pages would never have made it on to a site, except for the fact that the site owner wanted to rank highly for certain key terms.

So, in the interest of salvaging the good name of search engine copywriting, before it's too late, let me offer some guidelines.

SEO Copy Is:

· first and foremost - written for the visitor.

· unique and purposeful.

· natural-sounding - it flows.

SEO Copy Is Not:

· written exclusively with the engines in mind.

· mirrored, adjusted or altered to create new pages by simply changing keyphrases.

· stiff, forced or overly repetitive. 

The Dos of SEO Copywriting

When writing SEO copy, you'll want to:

· understand who you are writing to.

· choose what the focus of the page will be.

· create a plan outlining the message you want to convey.

· decide how best to communicate that message to your particular target customers.

· choose which keyphrases will be incorporated into the copy.

· make sure those keyphrases work well with the page and the planned copy.

· incorporate keyphrases as you write (not after you write), so they flow naturally with the planned message.

The Don'ts of SEO Copywriting

When writing SEO copy, you should never:

· create a plan based solely on how to rank high.

replace *every* instance of a generic term (car) with a keyphrase (red, convertible car).

· add pages of copy simply to appease the search engines.

· rely on useless keyword density ratios and formulas.

· shove keyphrases in everywhere possible. (No, it won't get you banned, but it will sound completely ridiculous!)

SEO copywriting is not the process of writing exclusively for the search engines.  It is the process of writing copy to appeal to your visitors, while including elements to help the search engines and your visitors understand what the page is all about. 

If you remember who truly makes or breaks your site's success (your customers!) and focus on them, you're sure to create SEO copy that rings true.