Search Engine Copywriting Explained
Copywriting in the world of marketing
has always been an expensive process and the main aim of the copy
is to attract the reader’s attention and lure him into buying
a product or using a particular service. Copywriting in the online
world has pretty much the same meaning, but I believe it is slightly
difficult, as here the main aim is to not only grab the readers
attention but in order to make it more effective, it is also important
to make the copy rank well in the search engines, so that the targeted
audience actually get to read it.
Search engine copywriting refers to the process,
where a copy is written in a way, where it not only reads well to
the reader, but also repeats specific target “keywords”
within the text, in order for that copy (webpage) to rank well in
search engines for those keywords.
Copywriting experts believe it is ideal to have
around 300 words on a page with one or two targeted search terms
cleverly placed within the text a few times. Along with the text,
it is also important to optimize other elements on the page such
as the title text, headings, description and keyword tags, and alt
text.
Advantages and Disadvantages of SEO Copywriting
Advantages
Long term Rankings: It is believed that this method helps in maintaining
SEO rankings for much longer as compared to other optimization techniques,
even when search engines change their algorithms. Although many
search engine optimization experts believe that this is a myth.
Quality Content: It not only helps in the optimization process,
but also helps to have quality and well written content on your
website, which is likely to get you returned visitors or referrals.
Disadvantages
Works for Less Competitive Search Terms: It is believed that this
technique works best for less competitive search terms. Competitive
search terms refer to highly searched keywords such as sex, insurance,
credit cards, cars, etc. Although this can aid the optimization
process for highly competitive search terms too, but to be competitive
other more robust optimization techniques will also be needed.
Doesn’t work for all Sites: Many sites cannot
accommodate enough text on them, for e.g. it can be difficult to
optimize certain pages/sites which have too many graphics, flash,
etc. and little space for content. Many webmasters are not willing
to alter the text, as it may affect the aesthetic appeal of the
site.
Expensive Process: Search engine copywriters are
expensive people, and hence this whole process can be very expensive.
They usually charge on per page basis, and the total expense largely
depends on how many pages are to be optimized and the number of
keywords being targeted. Another reason why it can be expensive
is that you have to depend on the copywriter for all further changes
to that page, and hence it can become a permanent expense. Making
alterations to that page yourself, unless you know exactly what
you are doing, can ruin the optimization of that particular page.
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