Search Engine Copywriting

Want your site’s pages to rank well in the search engines for your chosen keyword phrases?

Then brush up on your search engine copywriting.

It’s not hard, just use a few key strategies.

Let’s look at what they are…

When I started my internet business, one of the first things I worked hard at learning was search engine copywriting because I knew that unless the search engines could pick up my copy and get it in front of targeted readers, I’d have to start advertising.

I’m not against paying for traffic, I’ve used ezine advertising and pay per click advertising successfully and it’s always good to have a mix, but honestly, the traffic I get naturally from the  search engines  is not only free, it’s consistent and it’s targeted; which is what I always prefer over paying for traffic.

If you’re still a bit stumped on how search engine copywriting is effectively done, read Karon Thackston’s article on ‘Creating a search engine copywriting plan‘.

To help you out I’ve included the article below.  It’s a quick read but it will take the guesswork out of how to write copy, not only for the search engines, but for your customers and readers as well – and without compromising quality.

The one person I’ve learned the most from when it comes to writing copy that’s compelling, emotionally charged and shows me how to  copywriting mentor and all around great search engine copywriter, Karon Thackston discusses how important it is to create a search engine copywriting plan and emphasizes how important this skill is for all online business owners, but she also points out that it gets misused…

Creating A Search Engine Copywriting Plan

© Karon Thackston of Search Engine Copywriting with Karon Thackston

Search engine copywriting has become an extremely important part of the overall search engine optimization process. However, in addition, search engine copywriting has developed into a misunderstood craft.

Shoving keywords in anywhere they can possibly go is not considered search engine copywriting. The process is more defined than that. Successful SEO copywriting takes planning. Any half-hearted efforts at writing copy geared strictly toward the engines will usually result in a decline in your customer’s experience at your site.

What’s the best way to write SEO copy? Starting with a plan is always a good idea. Keep in mind, these are guidelines of techniques that can be used *IF* they make sense for your site visitors. I never recommend writing solely for the search engines. In the case of search engine copywriting, the customer is truly #1.

1) Use Three Key phrases Per Page - Not a carved-in-stone rule, the guideline of three key phrases per page gives good variety and helps keep the copy from sounding too repetitive.  I always choose key phrases first – before I write – because they can have a direct impact on the focus of my page.

2) Have 250 or More Words of Copy - The length of your copy depends on several things:  Your target customer’s preferred communication style, whether the product is new to the marketplace, if a detailed explanation needs to be given, site design and many other factors.

However, the 250-word minimum gives enough room to get your message across and offer an effective level of keyword support.  Remember though, it’s all about the customer. If your target customers prefer longer copy, write longer copy.  If they prefer  shorter copy, make it shorter.

3) Write In Natural Language - “Natural language” is a popular term in Search engine copywriting.

It means that the reader should not be able to (or should barely be able to) detect what key phrases the page is being optimized for. The copy should flow as if it were not written with the search engines in mind. You don’t want the copy to sound forced or stiff. When you generate ideas for the page copy, keep your keywords in mind. Ask yourself whether you can use them in the copy in such a way that they won’t be obtrusive.

4) Use Keyword Phrases In Headlines and Sub-headlines - IF it makes sense to do so. You will not blow your rankings if you have no keyword-filled <H1> or other <H> tags. If your headline sounds stupid with keywords in it, don’t use them. There are countless sites online that rank highly which have no keywords in the headline.

5) Use Keyword Phrases Once or Twice Per Paragraph – Again IF it makes sense. Remember what I keep repeating? None of these guidelines are carved in stone. Read your copy out loud. If it sounds stupid or forced, take out some keywords or find ways to rework them so they flow more naturally.

6) Use Keyword Phrases In Bold, Italic or Bulleted Lists - IF it makes sense to do so. Don’t automatically bold or italicize every instance of your keywords. It will make your page look stupid, and your visitors will wonder what kind of drugs you’ve been doing!

7) Do NOT Use Keyword Phrases As Substitutes For Generic Terms - For example, do not replace every instance of the generic word “cruise” with the key phrase “Mexico cruise vacation.” Your copy will sound ridiculous.

We offer Mexico cruise vacation packages on the most popular Mexico cruise vacation ships to the most breathtaking Mexico cruise vacation destinations. Oh please!!

Use Keyword Phrases As Anchor Text In Links - This is certainly not always possible. If your primary key phrase is “Mexico Cruise Vacation,” you absolutely should not write every link to include that phrase. However, if you can include keywords in anchor text within body copy or in text navigation links, you might score a little extra credit.

9) Test and Track - Lastly, and above all, please remember, it may take some tweaking to get your page to convert the way you want it to. All customers are not the same, and all sites are not the same. All key phrases are not the same. There is no magic bullet. You’ll have to test and track and see what works best for you.

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Position Yourself as the Obvious Choice, Boost Search Engine Rankings & Convert More Lookers into Buyers with the powerful Search Engine Copywriting Course with Karon Thackston.

Tagged as: search engine copywriting, SEO & SEM