SEO and Copywriting
While you don’t need to worry about getting found in search engines with internal documents, if you’re writing or publishing a piece for web delivery you want to make accessible to the public, it’s something you should consider. No matter how many times Google changes its rules about search engine optimization (SEO), the words featured in a web article or document do matter. And that’s where SEO copywriting comes into play.
When a reader needs to learn about something, the first inclination today is often to conduct a web search. The vast collection of writing on the web that answers pressing questions and can help to inform readers of new ideas means your piece can face some pretty stiff competition in getting found. Including the right keywords as well as words associated with those keywords in the right places, with the right frequency and in the right formatting within the page can make all the difference in the world.
Skilled SEO copywriters understand this. They know that the keywords used in a search query can be related to a process, the steps within the process, the tools used to perform the process and/or the intended results of the process or product. Skilled SEO copywriters also know how often and where to use the keywords and related terms without degrading the value of the piece.
Variations on a Theme
- SEO copywriters may research and recommend the right keywords to stress – if they are also experienced in keyword research – or they may be provided with the target keywords for which content is to be targeted.
- They may be given full rein in creating the piece, or they may write on spec.
Either way, the skilled SEO copywriter knows the right way to do it without turning off the reader or the search engines. Overuse of keywords by someone who is not skilled in this area can result in mindless gobbledygook to users and be viewed as spam by both users and search engines.
When SEO copywriting is done right, searchers are able to find what they need without wasting time. They can access information – perhaps written by someone far away – that can help them avoid mistakes and, at least in some cases, information that may make the difference between their company or client saving or losing money. Of course the publisher of the information benefits through increased traffic to the piece (improved visibility).