Copywriting for Search Engine Optimisation
Organic search engine traffic can account for between 25-50% of your traffic and online revenue, so it is essential that you pages and content are being indexed and ranked by Google.
However, as you probably know Google is always changing the rules to thwart many SEO efforts.
Well, that’s only partly true. Google has been saying for the past decade that you should create quality content that people actually want to read.
In that regard nothing’s changed. What has changed is that Google now has well developed ways to assess the quality of your content.
If you’ve always produced good content, then you don’t have much to worry about and you should be safe from any future changes to Google’s updates.
I have client’s from 10 years ago who are still ranking number one for their chosen keywords simply because we produced quality content right from the start.
What’s more they’ve had no need to ever adjust their content to maintain their rankings.
That means you don’t have to worry about all the technical voodoo that’s often spouted about SEO. Simply writing good content will take care of most of your needs.
But just what is good quality content?
It has to be original and it has to be what people want to read.
On the originality side, just because you paid someone to write something new doesn’t mean it’s original in Google’s eyes. If you’re saying the same thing as everybody else in your industry, then the search engine will consider it duplication and ignore you.
For example, if you’ve just copied and pasted the manufacturer’s description of a product onto your website, then that’s duplication.
If you’re saying similar things on multiple pages of your website, that’s also duplication.
And if you’re saying similar things to everybody else in your industry, that’s also duplication in Google’s mind.
A copywriter who understands how the search engines work, will take all of this into account when writing your content.
They will also look at the structure of the document and make sure it conforms to search engine friendly best practices.
If they are really good, they will structure your content to fit in with structured data and big data formats so that your content can be reused and easily found by people specifically looking for your products and services in your location.
What you need to do is hire a good copywriter or content creator to produce something original, something that engages the customer enough to want to do business with you.
A good writer will research the language used by your customers, what they want, popular search terms, social trends as well as look at what everybody else is saying.
Then they will craft an original piece of content.
Yes it’s more work, and of course it will cost you more, but the business results are twofold:
1. You get better search engine performance and therefore better quality leads
2. You convert more leads into buyers for more profit