The basics of SEO copywriting
Clients looking to market themselves online have been given tips on what to look out for from
SEO commercial copywriting.
The most important thing to remember is that content needs to be written with the needs of potential customers in mind as well as search engine spiders, according to Kevin Quinlan, legal marketer at American law promotion firm CEPAC.
This has a knock-on effect on all aspects of content, he explained.
For example, SEO copywriters should ensure the title tag inspires a web browser to click through to the article itself and the main body of text is not rendered unreadable by keyword stuffing.
“Copywriting for SEO has always been more of a creative process than just focusing on the density of keywords on a page or where keywords are placed,” he said.
“Staying on message while following best practices for title tags, keyword placement and density, and inclusion of anchor tags can be a challenging task.”
Professional content vital in SEO copywriting
Mr Quinlan also argued that too many clients think it is necessary to publish excessively optimised content on their websites rather than opting for articles that bear the hallmark of professionalism.
This means
copywriting content should aim to be informative and answer the questions likely to occur to a typical prospect, he concluded.
Another important factor for SEO copywriting is taking into account where the content is likely to be published.
While lengthy static content for company websites can incorporate several repetitions of the same keyword, for instance, tweets need to be much more focused and may include just one keyword because of strict size limitations.
