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Few
website marketing plans fail to consider Search Engine Optimisation
(SEO) today. Search engines are crucial to drawing non-captive
readers to your website.
Search engine positioning methods are
changing, however. Traditionally, it has been the job
of the technical professional to ensure a
high ranking. Just a few years ago all you needed to do was
to amend your HTML meta tags and submit your site to the
directories.
It’s not that simple anymore.
In
an effort to deliver more accurate and valuable results,
the crawlers – search engines such as Google –
now examine the body copy on a web page to determine the
subject matter of that page. That means it’s now increasingly
up to web copywriters, rather than designers, to ensure
high search engine positioning.
A
relatively new concept in the UK, SEO copywriting is a mainstay
of the web copywriting services offered by Writing Machine.
Quite simply, we don’t want
to write websites that no one visits.
The
role of the 21st century web copywriter
Today web copywriters face an
unenviable challenge.
We have to respond to the demands
of website marketing strategies by ensuring a high
ranking on a search
engine. In practice,
that means incorporating as many keywords
or phrases as possible into
the pages that we are writing.
At the
same time, however, it remains essential to keep the copy
readable and
engaging.
After all, if
a reader
has reached
your
website from a search engine, they
are just two clicks away from the next site
on the
search engine list.
And online readers
don’t just expect
interesting copy. They demand scannable,
concise text.
The
art of web copywriting is therefore a bit like juggling
a variety of different objects simultaneously. Tricky.
SEO copywriting in practice
You’re reading it! Try
moving your mouse onto the toolbar at the top of your web
browser. Click on View and then Source to have a look at
the HTML text for this web page.
It’s my job as the copywriter
to work the first five keywords and phrases listed after ‘meta
name="keywords" content="’ into
the body copy of this page
at least three times each.
Without annoying you.
So,
hopefully, you haven’t noticed me bang on about ‘website
marketing plans’, ‘website marketing strategies’,
‘website content uk, ‘search engine positioning’
or ‘search engine positioning methods’. Oh,
there I go, mentioning them again.
Of course,
problems arise when
key phrases
are
grammatically incorrect
or misspelt.
I’m talking about
phrases like ‘searchengine
positioning’ or ‘web
site content uk’.
Let’s
face it, it would look
pretty unprofessional
for a writing
agency to slip these
inaccuracies into the
copy.
‘Searchengine
positioning’ – there’s not much I can
do about that one. (I’ve had to be a bit cheeky, as
you can see.) But one viable option for some phrases is
to add extra punctuation. For example, I could have written:
‘Website
managers should look for copywriters that incorporate SEO
into their web site content. UK writing agencies rarely
take this into account.’
Okay I
had to keep the misspelling of ‘website’ to
get away with
that one, but you get the picture.
Web copywriting services from
Writing Machine
Writing Machine offers a unique
web copywriting service. Responding to the demands of 21st
century website marketing strategies, we consider both search
engine positioning methods and the reader experience to
produce web copy that is:
- Focussed on its purpose, audience and
message
- Interesting and highly readable
- Scannable and concise
- Keyword or phrase rich
What’s
more, if you need help in working out what your keywords
or phrases should be, we can help you with this too.
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