I cannot say any job is more important than the other because they are all very important. I am going to focus on two…
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1 ). Please the Reader/Web Visitor
When a web visitor comes to your site and they begin to scan your site your content needs to be easy-to-read, scannable and convincing!
- Easy-to-read- there are not many people that come to a site looking to be impressed by your intelligence (scientific sites are a different story of course). People want to be able to read the content and understand what it says. If you hope they keep reading in invest in your services or products you need to make it easy!
- Scannable- People scan web sites. They scan to determine whether or not they are going to bother reading. By adding Headlines (like the Please the Reader/Web Visitor above) you allow the reader to see what they will be reading about and believe it or not there is a better chance of them reading if they can see what the copy is about. They may just read one section or they may be looking for something specific. Let them know that what they are looking for is there. Plus, headlines allow you to use keywords and according to Heather Lloyd Martin words that are bolded, italicized, bulleted and/or are in a larger font size are given more attention by the search engines. Your headlines help with optimization and they help the reader!
- Convincing!-Your content needs to prove, without a shadow of a doubt, that you know what you ar talking about AND that the services/products you sell are the best darn services/products ever! You need to prove that you are great with content that sells and if you can’t write copy that sells and is optimized high an SEO Copywriter.
2). Obtain Placements on the Search Engines That Will Bring You Business
This is the trick, right? Optimization really cannot happen without optimized content. The content or copy is the support system that proves to the search engines algorithms that the keywords used in your title-tags, keywords, descriptions, alt-tags, anchor text etc. are truly related to whatever your site is about. Does that make sense?
Algorithms…
The algorithms come into a site and they determine whether or not your site basically deserves (it really isn’t personal-just trying to make it simple) to be indexed highly in the SERPS for certain keywords or keyword phrases. A lot of clients come to me and wonder why their pages are indexed, but they come up for none of the keywords they want. Often I see a keyword stuffed keyword list, that is the same on every page, that includes every service and/or product available and the ten closest cities to the client. You cannot have this if you want to do well on the search engine result pages.
What They Look at…
An algorithm goes through the coding of your site and they look at the title-tag, the keyword list and your description first (those are at the top). They SHOULD immediately see 2-3 keywords that are important to and related to your site/business. As they begin to go through your site you want your content to discuss those keywords and basically support that these are the keywords that are important to your site. Your Anchor Text can help and naming your pictures/graphics with related keywords can help as well. So if you are talking about an attorney and you can’t fit lawyer into the text you can name your pictures lawyer 1 and lawyer 2 and the search engines will see it. These two words are related and they will know it.
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The trick to really great SEO Copywriting is to create text the reader will love to read, text that sells and text that is properly optimized for the search engines- these are the jobs of your web site content!
I have said it before and will say it again- the optimization should be integrated into the text and should really not be noticeable to anyone except an SEO Copywriter (and the search engine spiders).
Melissa Fach- SEOAware.com
