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What Seo Copywriting Is... And Isn't
By Karon Thackston, Fri Dec 23rd
© 2005 http://www.marketingwords.com I've been frustrated lately. It seems people just don't get it.There's lots of talk about copywriting these days, buthardly any of it is on target. The majority of theconversations, posts and articles I've seen deal with topicslike keyword density, allowable limits, over optimization andsuch. These people are making search engine copywriting allabout the search engines. They are forgetting the fact that SEOcopywriting is still copywriting. What that means - generally speaking - is you are still writingpromotional copy designed to cause a *person* to take a specificaction. Your target audience (your site visitors) should comefirst. The elements designed to help the copy rank wellabsolutely come last.
What good is all the traffic in the world if your site copydoesn't convert visitors into buyers? Not much. That's why -when writing copy - the human visitor comes first. Unfortunately, copywriting is getting a bad name because somuch of what is being cranked out is repetitious babble. Most ofthese pages would never have made it on to a site, except forthe fact that the site owner wanted to rank highly for certainkey terms. So, in the interest of salvaging the good name of search enginecopywriting, 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 simplychanging keyphrases. ·stiff,
forced or overly repetitive. The Dos of Copywriting When writing 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 particulartarget customers. ·choose which keyphrases will be incorporated into the copy. ·make sure those keyphrases work well with the page and theplanned copy. ·incorporate keyphrases as you write (not after you write), sothey flow naturally with the planned message. The Don'ts of Copywriting When writing copy, you should never: ·create a plan based solely on how to rank high. ·replace *every* instance of a generic term (car) with akeyphrase (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 youbanned, but it will sound completely ridiculous!) SEO copywriting is not the process of writing exclusively forthe search engines. It is the process of writing copy to appealto your visitors, while including elements to help the searchengines 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 SEOcopy that rings true.
About the author:Karon Thackston is author of "How To Increase Keyword Saturation(Without Destroying the Flow of Your Copy)." Discover thesecrets to creating copy with a perfect balance betweenkeywords and natural language.http://www.copywritingcourse.com/keyword
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