SEO Copywriting: The Necessary Evil

SEO stands for Search Engine Optimization and people use SEO to get their sites to rank high on the search engines. Copywriting is defined as writing a marketing message intended for sales or advertising. Hence SEO Copywriting would indicate that it is a crossover between SEO techniques and compelling content writing. Although this term is rarely heard on the internet, many SEO gurus will swear by it and they teach their students to write content or to include content that have both the essence of SEO and copywriting.

As simple as SEO Copywriting sounds, it does have a lot of rules and limitations you should abide by or you will make your content impossible to read. If done poorly your content will be impossible to be submitted to most article directories. This is mostly because of your keyword density or phrases are used too often making it incomprehensible.

Below are a few of these rules that you should know and consider when writing your marketing message with SEO intentions blended within.

Word Count

One of the popular myths about SEO copywriting is that your content should be a certain amount of words for Google to notice you. The most popular word count people are saying Google approves is the magic number of 500. The thing is Google does not look at your word count but they do look at the overall quality of your content as in how comprehensible your article is and how long people actually stay on your site to read your materials. Hence the ‘at least 500 word count’ myth is nothing but a hoax. In fact, if you want your content to be of value to your customers or readers then sticking to the 500 word count is definitely too few of words to convey any important message or tips that you wish to share.

This 500 word count was made popular in the early days of internet marketing because back then Google’s algorithm was old and people could rank high just by spamming links. Thus when they get to the top of the search engines, they will serve the traffic with a ‘cliff hanger’ article so that people will ‘click’ to find out more about your offer and thus the 500 word count was born. This is no longer the case for today because you can no longer brute force your way to the top of the search engines like how it used to be.

You should go for enough word count say 1000 words or 1500 words or above for the best value for your readers and Google will reward you for that. Google’s ultimate goal is to rank good quality sites that people love and place them where it is easy for everyone to search for.  Don’t make the mistake of creating constant blog post with only 500 word count. Be sure to mix up the word count if possible to make it look natural to the search engine spiders.

The key is to quit writing for the search engines and instead write for human readers.  Of course, using keywords in your writing is still important, but not nearly as important as providing information a real human reader will find useful and/or interesting.

Keyword Density

In the early days, People believed that Keyword density was the key to get to the top of the search engines. Thus many people began to employ black hat techniques to stuff keywords into their search results. This then in turn got their sites ranked high very fast. Today, the keyword stuffing era is no more. In fact it is very risky to have an article that has a high keyword density because that is unnatural and Google will catch you and penalize you every single time.

Thus, when you are writing your content, be sure to mix up your words and phrases to avoid having a keyword density that is too high. Mixing similar words or synonyms can help you get a healthy amount of keywords relevant to your topic but does not smell of overstuffed keywords. This will also mean that the readability of your articles is good as well and thus your conversion and trust level will increase as well.

Benefits over features

Always try to write more on your product features instead of your benefits. This will help your conversions and at the same time in the SEO context, when you have a good sales copy, more people will like and share and even link to your page which can definitely improve your rankings. Benefits will always win against features in terms of sales because people make buying decisions based on their emotional needs and most benefits can fulfill this need. If you keep talking about the dimensions (width, length, etc.) of your product, people will not understand unless they see the thing in real life.

Instead if you spend the time telling people the benefit of the small-sized item that you are selling such as light weight and easy every day carry size and how this will improve their lives, your sales graphs will without a doubt shoot up.

Contact Information

It is very important for you to provide as much of your contact information as possible. Do not just expect people to call you when they are interested. Some internet visitors are naturally shy and they would love to approach you via a more subtle way such as an email contact or simple text messaging and sometimes even instant messaging software.

Providing as many options for people to contact you will improve your overall conversions. Thus, the objective of improving your site’s conversion through copywriting is achieved. Again, a good trustworthy site that people adore is what the search engines look for these days so including as much information about you and how to contact you will definitely be able to please the search engines in many ways.

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