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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
Competitive search terms
The technique only works for search terms that are not particularly competitive.
Competitive search terms are those where many people are trying very hard to
gain the top rankings for their sites. Casino, sex, insurance, health and hotels
sites are among the most competitive, and there are many other topics where
people fight for rankings. For medium to highly competitive search terms, other,
more vigorous, methods are needed.
Suitable sites
Not all websites are suitable for SEO Copywriting. Many simply don't have
sufficient text on their pages, and adding text would spoil the design or nature
of the sites. Also, some sites that do have sufficient text sometimes don't want
to be forced into changing what is written on the pages, just for the sake of
the search engines.
Cost, and the limitation of targeted search terms
SEO Copywriting is a time-consuming process, and professional SEO copywriters
are not cheap, therefore the cost of each page is significant. Since each page
can target only one or two search terms, it would usually require a good number
of pages to be made-over in order to target all the required search terms.
Tied to a copywriter
What happens when a website owner finds it necessary to alter the text on a page
that has been worked on by a professional SEO copywriter? It can't be done
without either ruining the costly SEO work and, with it, the page's rankings, or
re-hiring a professional copywriter to redo the work once the changes have been
made.
Slipping in the rankings
If a page is successfully optimized by SEO Copywriting, and is ranked in the top
10 search results for its targeted search term, then the optimization was worth
the cost. But what happens when someone else decides to optimize a page from a
different website for the same search term? If their optimization technique is
successful, and the page gets into the top 10, the #10 page will slip to #11 -
and off the first page of results. Then suppose another website does the same
thing...and another...and another. Sooner or later, the successful page will
slip from the first page of search results. As soon as people decide to optimize
their pages for the chosen search terms, existing top 10 pages are on the way
down. Then what?
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:-
there are not many search terms to target
the search terms are on the low to middle end of competitiveness
money isn't a problem, or if it is your own website
you don't mind the text on your pages being frozen (if money does matter)
Otherwise, 'search engine friendly' techniques should always be done as a first
measure, and real search engine optimization should be done for the search terms
for which 'search engine friendly' techniques are unsuccessful.
NOTE:
Competitive search terms are not necessarily those where millions of results are
returned. They are those where people are competing hard for the top positions.
There's a big difference.
Copywriting Tutorial
This article is about SEO copywriting and not about copywriting in general.
Copywriting is a specialized field, which has the ability to make a website
successful - or not. Those of us without that skill can flounder along or we can
enlist the help of one of the best in the business. This copy right is the best
that I've found on the web, and I thoroughly recommend reading it.
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.
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