When people talk SEO copywriting, they go into long debates about writing keywords so that it fits in natural. There are discussions about what acceptable keyword density is, how many keywords are enough, and what the allowable limits are to avoid making it too obvious. There is endless talk about the dangers of over-optimisation and what it could mean for your ratings.
Yes, of course search engines are important and those ever crucial ratings must be kept in mind. What most people seem to forget about in the never-ending search for the perfect keywords and key phrases to please the search engines, are why they are actually writing. In the ever-frantic quest to please the mighty search engines the most important fact is lost.
Humans first
People, human beings; SEO copywriting is about the people who come to their websites, their web traffic. The aim of SEO copywriting it to address your specific target group, those people who come looking for your services and products. The ultimate goal is to write your promotional articles in such a way that you persuade your visitors to do what you want.
You want them to follow that all-important call of action. Search engines are not going to buy your products; you need those human visitors to convert. It is worth absolutely nothing to your business if you cannot get people to become customers. If you cannot convince people to do this, your great ranking is of no worth.
Search engines to the back please
All the fundamentals of SEO that must be incorporated into copywriting should stand last in the line. Yet there are far too many businesses that still blissfully crank out copywriting that is utterly boring. By repeating keywords and phrases by just phrasing the sentences different is meaningless. This usually happens when the site owner demands the use of specific keywords of phrases.
He or she wants only those specific keywords to be ranked. People are not stupid; they notice immediately that what they are reading is a lot of babble. Writing to please search engines and not people is really giving search engine optimisation a very bad name.
Do it right
There are specific dos and don¢‚¬„s in SEO copywriting. Never fall into the trap of writing exclusively to please the search engines. Never try and create new pages fast by re-using copy already written and then just change the keywords or phrases. It is simply not worth it re-using by simply altering key phrases or adjusting keywords. Avoid copywriting that comes across as forced and stiff; this will make your visitors wander off.
This applies to being repetitive as well. Instead, your copywriting should address your visitors. Give them natural-sounding information that is to the point. They want exceptional, not something they have heard many times before. Your SEO copywriting will be successful once you start to remember that humans are your customers and start talking to them first of all.
About the Author
