For many years, SEO was all about keywords, meta tags and a host of other mysterious optimisation techniques. Anyone who was not involved in search engine optimisation considered it to be a bit of a 'black art' available only to the initiated and practised only by those 'in the know' about SEO. But times change, and now SEO copywriting has metamorphosed search engine marketing into something very different.
Moving the Google goalposts
SEO copywriting is no longer just about getting as many keywords into your content as possible. In fact, Google have moved the goalposts now in that overstuffed copy will be penalised, not rewarded with a high page ranking. What really attracts the search engines now is fresh, original copy. Relevance to the search terms used, content that engages and is interesting and informative and no more than 10% of the content as keywords is now the order of the day. This benefits not just the search engines, but your human visitors as well.
Previous incarnations of SEO copywriting was aimed specifically at the 'bots to encourage them to list a page on the pole search engine position. However effective that form of copy might have been for computer algorithms, it was no fun to read for human visitors. Today's SEO copywriting has to be much more rounded, more engaging for human visitors and encourage interaction in different ways. One of the primary ways that modern SEO copywriting is effective is to build inbound links to your site.
So what is an inbound link, and why does it play an important part in SEO copywriting? An inbound or 'back link' is a connection made by another website to your own because they consider your content to be of interest or important to the subject matter. In terms of SEO, the more genuine inbound links your content generates, the better your search engine ranking. SEO copywriting helps to generate inbound links by creating content that has specific relevance to the subject and is regarded by your peers as content of quality. This is rewarded by Google's new algorithms in that it pushes you further up the listings, giving your site an air of authority.
How do I get the best SEO copywriting?
Because of its importance as an SEO tool, content should never be the last thing you think about when creating a website. It should be the first. Rather than fitting your content to the page, the page should be constructed around the content to give it the best chance of working effectively both as SEO and to engage with your human visitors. Creating good quality content that also works as SEO copywriting is a skill that not everyone has. So if you're serious about making your web content work as hard as possible for you, it is advisable to talk to SEO copywriting professionals who can create the content for you. They'll be able to produce copy that works both as an effective search engine marketing tool and as a sales tool to encourage your human visitors to interact with the site.
Author: Paul Smith / Posted: 22-06-2011