The most important rule to remember when writing copy for your Web site is to know your audience. But who is your audience? In the world of online marketing, you have two audiences to appease: Google and potential clients.
What Is Google Searching for?
Search engines like Google, Yahoo!, and Bing use complex algorithms to determine where your site should be placed in the search results, and it is the copywriter’s job to ensure that the search engines like what they see. So, what are the search engines looking for?
Because the algorithms are never released to the public, we must use proven, ethical Search Engine Optimization techniques to impress the search engines. One of the most important practices copywriters use is the fluid incorporation of keyword phrases into the copy. ‘Fluid’ must be highlighted because there is a fine line between eloquent copy and keyword stuffing.
When the copy seamlessly incorporates the keywords, Google recognizes this and knows that the content is relevant and informative for human readers. If the keywords are simply repeated or “stuffed” into a Web page, Google knows this is a devious trick and may not give you the ranking you want. However, proving your business’ prowess to search engines is only half of your copywriter’s job
What Are People Looking For?
Although impressing search engines is important, your high ranking will get you nowhere if your copy does not provide pertinent information to your human visitors. It is crucial for your copy to be clear, concise, easy-to-read, and relevant.
When a potential client finds your Web site, you need to immediately show them that you are an expert in the field. If your copy is too vague or irrelevant, users know the back button is only a click away. Getting people to stay on your site and read even one page of your copy can lead to the phone calls your business needs.
With this in mind, your copy must be carefully crafted to lead people on a strategic path of taking action. Copy must be focused on benefits to potential clients and written in a clear, compelling way.
How Can SonicSEO.com Help?
At SonicSEO.com, we understand how difficult it can be to impress two very different audiences, and we are here to help. Our copywriting team is specially trained to write relevant content for both electronic and human visitors to your site. Contact SonicSEO.com to find out how excellent copy can help you impress Google and turn potential clients into paying customers.