I’ve been writing marketing scripts for websites, social media, and sales for over a decade. In that time I’ve developed my own rules and methods for structuring scripts and creating content publishing plans.
Copywriting for SEO (and People Too)
On the web, nothing is more important than great content. Good writing wins customers – and search rank too. Content is what attracts and keeps visitors, links, likes, and leads. Content is what makes the search engines happy (Google can’t see your awesome design). And content is what wins over the prospects that the search engine giant gladly delivers.
The Demands of SEO Writing
SEO writing adds one more demand on a copywriter copywriters, marketers, and public relations professionals.
SEO content has to be clear, strong, and convincing. But to win top search rank, it also has to fit lock-and-key with your SEO strategy
Web Writing Rules
One of the first rules a web writer needs to know is this one: people don’t read the web, they skim it. They use titles, links, and any other highlighted text to get a sense for the a page or website is about. In fact, it’s only in a minority of cases that a person will read every word on a page.
This is why a smart web writer uses links, tiles, even the site navigation to try to tell the story of the page, as completely as possible. One of the biggest mistakes a web writer can make is to bury important content in plain text.
Satisfying the Search Engines
For some writers, SEO copywriting means inserting keywords into copy. If that’s all they do, it ends up reading like this: “looking for the best KEYWORD KEYWORD company? We have the best KEYWORD around!”
Sadly, this is common. Know this: even if your users put up with this (you’re trying to also create a strong brand image yes?), the search engines are getting more sophisticated about these sorts of tricks. SEO copywriting is the art of creating clear and effective website copy that is just as appealing to search engines as it is to site visitors. It’s a crucial component of any successful organic search marketing program.
As well as web writing and SEO writing, I’ve written scripts for multimedia presentations, conceived and scripted patient education materials, games, and tools for pharmaceutical companies, developed proposals and spec sheets for sales teams, and ghost written hundreds of blog articles for clients in a wide variety of industries.
To talk about your web content needs, contact me.