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Search Engine Copywriting: This Much I Know For Sure

Gallianno Cosme

Initially, my love for words persuaded me to believe that copy was the single most important aspect to promoting a website on search engines. This may be partially the case in enticing a customer to take action, but for the sake of search engine optimisation, I have discovered that there is much more to writing web copy than meets the eye?

From a selling point of view, copywriting is indeed an important, if not invaluable part of the recipe. When all optimisation efforts have landed a website number one on Google, what defines true success is enticing someone to click through onto your site, stay there, and act in a desired way (e.g. make an enquiry).

The only way this can be done is by including a user-friendly design with inviting and quality copy. What's the difference you may ask? In my opinion, off-page optimisation is responsible for the majority of the top rankings on search engines, whereas site copy is responsible for the majority of web enquiries or commerce.

Copy that delivers

The role of web content is to enlighten a reader and entice a desired action. In most cases this is to generate a lead; a name, phone number, or email address. This information will in turn feed your sales department with invaluable contacts, relying on their traditional selling techniques.

I once read that "copywriting is the act of writing words for a specific purpose and usually targeted to a specific audience." I couldn't have summed it up better myself!

What's so special about Web Copy?

I am sure that you have come across the saying that "people read differently on the Internet". This is absolutely correct! People don't read word for word on the Internet. They scan! They look for headings, bold text, hyperlinks, keywords, and short paragraphs. Time is of the essence on the Internet and the one thing that comes between the array of information on the Web and the users that use the Internet is impatience. It is for this reason that web writing needs to be kept as brief as possible, while still allowing for optimum use of occasional keywords and interesting content.

The Reader is Number One

Copywriting that works best is copy that is written for an audience, not for ones self-esteem. Keeping the reader in mind - even imagining them sitting in front of you while you write your copy - will result in copy that relates to your audience and gets the desired action!

In essence, a good copywriter anticipates through careful research (and collaboration) what the target market is looking for and what their habits are. Things like researching what they read and what they like to do will give you a better understanding of your audience, which in turn will allow you to write stimulating copy.

The Uninvited Guest

My copywriting teacher used to say that copywriters were the uninvited guests of this world. Bob Bly defines a copywriter as "a salesperson behind a typewriter". However, in the world of online copy, there aren't any second chances. You have to grab their attention immediately.

In search engine optimisation, a whole lot of uninvited guests are on display on the search engine results pages. How do you stand out from the crowd and get invited into someone's life - i.e. succeed as a salesperson?

If there was only one thing that you optimised for the search engines (and your target market) it should be the page title shown on the results page. Getting this right, with a selected keyphrase and a call for action is what will ultimately 'get you invited'. 99% of the page title must show what the benefit is in the least amount of words possible. But it doesn't stop there!

Within the first three seconds of someone landing on your page you need to grab their attention. The headline, the pleasing design and the neat layout is what ultimately gives page content a second chance to deliver your message. Three seconds is the key to success. What should follow is easy to read copy that delivers a point.

Summarise First, Explain Later

Deliver your message from the start of your copy. Don't expect a reader to sit through paragraphs of nitty gritty, deciphering long elaborated text. They want to know what they're about to read right from the start. Online copy isn't fictional writing. It is writing for impatient people who want something - information, a service/product, or entertainment. Deliver this the second they arrive on your website, and you've beaten the competition by a yards length.

Will copy generate traffic?

Gone are the days where optimising copy was the only thing that mattered. There are more important aspects that precede SEO copy, including off-page things like link popularity, the off-page copy of links pointing to your site, accessible designed, to mention but a few.

Sure, optimised, on-page copy will result in short-term search engine success, but in the end it is the wholistic combination of all factors involved that will make your website deliver.

Why all this information

As discussed, SEO copywriting isn't just about coming up with creative copy. This is something you in all likelihood already have. The job of a good SEO copywriter is taking your original, well-crafted copy and re-writing it so that it delivers on the Internet.

Copywriting is a discipline and mindset. The job of a copywriter is not easy and determination is what will payoff at the end. Seeing the results of hours of hard teamwork is what makes this job so rewarding.

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