a.k.a. "search engine optimization copywriting"
or "search engine copywriting"
by Phil Craven
What is SEO Copywriting? SEO Copywriting, or to give it its full name, search engine optimization copywriting or search engine copywriting, is the technique of writing the viewable text on a web page in such a way that it reads well for the surfer, and also targets specific search terms. Its purpose is to rank highly in the search engines for the targeted search terms.
As well as the viewable text, SEO Copywriting usually optimizes other on-page elements for the targeted search terms. These include the Title, Description and Keywords tags, headings and alt text.
The idea behind SEO Copywriting is that search engines want genuine content pages and not additional pages (often called "doorway pages") that are created for the sole purpose of achieving high rankings. Therefore, the engines cannot possibly view SEO copywritten pages as undesirable, and the rankings they achieve tend to be as stable as those that are achieved by other search engine optimization techniques.
Practitioners of the search engine copywriting method recommend
around 250 viewable words per page, with one, or at most two,
targeted search terms strategically placed within the text and
other on-page elements.
SEO Copywriting strengths One thing that can be said about search engine optimization copywriting is that works for suitable websites and for suitable search terms (see below). SEO Copywriting can achieve rankings that tend to do well across the search engines, although no page can do equally well in all engines.
It is sometimes said by practioners of search engine
optimization copywriting, that the method tends to maintain its
rankings as the engines tweak and change their algorithms, whereas
other methods produce less stable rankings. This can't be true. If
2 pages are in the top 10 search results; one getting there by the
SEO copywriting method and the other by different search
engine optimization techniques, they are both there because they
match the engine's criteria (algorithm) quite well. When the
criteria is changed, the match that each of them had is
necessarily changed. The matches could become closer to, or
further from, the engine's criteria. Whether each page goes up or
down in the results depends on what changes have been made to the
engine's criteria. It is a matter of chance, and not a matter of
whether SEO copywriting was used or not.
SEO Copywriting weaknesses
If the sliding pages were professionally SEO copywritten, there
is nothing else that the technique can do for them, or if it can,
the whole costly copywriting process must be redone. Adding one or
two instances of the target search terms isn't merely a case of
typing them in somewhere, because the final text still needs to
read well for the site visitors. Again, the website owner is tied
to a copywriter.
Summary SEO Copywriting is good when:-
SEO copywriting and normal copywriting don't always mix very well, but it is worth taking the time to integrate them as far as is possible. After all, SEO copywriting will help to bring people from the search engines to the website but, if the website fails to sell itself or its products to those people, there isn't much point in them coming.