Copywriting – The New SEO?
With so many companies offering many varied SEO Solutions, could it be that all you really need is more website content?
Its not actually a tough decision to make. Google answered some questions a while back about how much work needed to go into various aspects of SEO and as you can imagine, gave no hard and fast answers other than to talk about how important your website content is.
At iNET SEO, we have also conducted our own tests to see how effective different SEO solutions are and the one that is a clear winner time and time again is content, when tied in with standard SEO changes. That doesn’t mean that you need to ignore all other aspects because as you may know, Google uses more than 200 metrics to rate a site’s suitability and every box that you tick gets you that little bit closer to what they are looking for.
So how much time and effort do you put into your on-page SEO? How much time should be spent on writing content as opposed to fine-tuning every single aspect of your HTML, Meta tags, descriptions, ALT tags, etc?
The way to approach this should be to look at your site SEO tweaks first. Get these out of the way before you start on your content. After all, what would be the point in spending hours writing content if Google can’t find it?
Copywriting your way to the top
Here is where you now start to make a difference… Maybe you have spent some time on your SEO tweaks, your navigation is up to scratch, your page names, titles and descriptions have all had an overhaul and you are happy that all other changes have been brought up to speed – now it’s time to start letting Google know you are there!
Of course, it is going to help if you use a copywriter, but that doesn’t mean it is all doom and gloom if you don’t have access to one.
Google wants content, and lots of it! However, they are not going to penalise you if a sentence doesn’t meet all professional writing standards. The only way this will have an impact is with your visitors, which we shall look at further down.
A few points to remember when writing any content are:
- Give your pages a descriptive headline – This is the first thing anyone is going to read so ensure it has impact
- Break your page up – Never have huge paragraphs of endless text. break your page up into ‘chunks’ and if the topic changes, give this a headline too (as has been done above)
- Keep it on topic – Always keep your page content fluid and try not to digress. If you need to change topic, save it for another page and link through
- Never Keyword Stuff – Write with your visitors in mind and make sure what is reads well and makes sense. Never stuff as many keywords or phrases as you can into this. The results of doing so are discussed below.
- End your page with a call to action – Very rarely are there cases where you will just want your page to end and have no action. A call to action at the end, as long as it is written correctly, will enable people to contact you, purchase an item, etc.
Writing for your Visitors
We are into a different realm here. There is a world of difference between just writing content and then having copy that is written by a professional copywriter to maximise all possible opportunities.
A professional SEO copywriter will understand how to write content for your website that will be enticing for your visitors whilst at the same time observing rules that will keep the search engines happy.
Your visitors are, after all, your most important commodity and you must do what you can to keep them on your site for as long as possible without boring them. It is a fine line between writing just enough content and having too much – read, re-read and then re-read again. Be confident that what you have is going to give off the required messages.
Copywriting has long been understood as the foundation for being well ranked in the search engines because with good content will come organic links back to your website. These are the links you want to always aim for – reciprocal linking has no real benefit to either party and should be avoided if possible.
Write it and they will come
Content is King… Never has a phrase been more correct! You might be surprised at just what can be achieved both in terms of being found more readily in the search engines and by retaining your visitors for longer.
Never underestimate just what can be achieved though carefully worded content.
iNET SEO specialise in Copywriting services covering the UK, Europe and Internationally
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