Website copywriting must consider values that differ from general copywriting, especially for maximum search engine benefit. Word count, keyword density, content structure and placement are of greater importance for the website copywriter, and are essential elements of the craft. Keyword research and analysis are integral components of that process, also.
Audience is as important in good website copywriting as it is in all professional writing, but who that audience is differs for the website copywriter ever so slightly. Search engines are the first audience; people, the second. Why? Those people won’t find your site if the search engines can’t, and that’s the point of the exercise.
How Writing Has Changed Over Time
The primary purposes of good search engine optimization are:
1. To improve “organic” or natural rank position on the major search engines; and,
2. To decrease, and eventually eliminate, the need to rely upon paid Internet marketing (SEM) techniques such as cost-per-click to appear on the first page of results.
If your website isn’t selling as much as you want it to, the problem might be your content and not your product or price. Today’s metrics tools can measure the effectiveness of your web site copy as food for search engines, and measure your site performance to the person, to the penny.
The results of these steps are all measurable, too. Writing and arithmetic combine to create effective website copywriting practices. My initial consultation includes some of these analytics as we conduct a Content Evaluation Audit of your current website. This leads to a report with action step recommendations where and when applicable. Our search engine simulation analysis rates keyword effectiveness of current website copy and leads to measured action steps for new website content creation. It’s not mere opinion anymore . . . it’s as much math today.
Download My Free Resource: A Web CopyWriting and SEO Primer
Website content should be a perpetual work in progress if you want to succeed on the Internet. Waiting puts you further behind every day. Let me assist in sizing up your site, evaluate it from an SEO and SEM standpoint, and help you put together an ongoing SEO plan that makes sense for your site and your budget.