SEO Copy Writing
enspire | Professional Web and SEO Copy Writing Services
We offer our clients writing services that meet their needs and bring real value to their web marketing efforts. But it is important to recognize how content is viewed by the search engines, how real value is placed on a website and how quality content can make or break Internet marketing efforts.
There is no doubt content is king in the world of search engine optimization. Not just pages and pages of meaningless text either. The more substantive and useful the content of a website, the more valuable it becomes. Well performing search rankings are the by-product of good, quality content. Website ranking performance is really only as good as the content it has to offer.
Increasing the Value and Usefulness
Adding value to the market and reaching the audience is the key to writing “quality SEO copy”. Things to consider: Is the content link worthy? Do users have a reason to come back? When writing, these things are important and there are no shortcuts. Not only does quality web copy provide for a better user experience but it can have a huge impact on overall web performance – if it adds value.
Common Misconceptions
In the past, SEO copy writing seemed to be a magical formula that only SEO copy writers possessed. They had a special way with words (spamming) and used just the right amount of keywords (cramming). Then before you knew it, your site would blast to the top of search engines (or, maybe not). This is no longer the truth and it’s not a sustainable SEO practice. Packing pages full of keywords is an old school spamming tactic that no longer works. In fact, it can be detrimental (duplicate content penalties). Anymore, measuring keyword density is sort of useless. We should be measuring quality and usefulness instead.
However, there’s no doubt that keywords still matter. They just don’t pack the weight they once did. Still, they are especially important in the titles of pages and elsewhere. What has a lot more value and has a greater impact on SEO, involves much more than adding keywords to the titles and body of web pages these days.
Quality vs. Quantity
In today’s search marketing world, SEO’s really have to adapt. Gone are the days of just adding keywords all over the place. Writing quality SEO copy involves a whole lot of work and research and follows the guidelines of more traditional offline writing practices in terms of research and quality. The goals of an SEO should be two-fold: 1. Write to engage and meet the needs of the audience. 2. Hopefully get quality back links as a result. If we meet the first goal, the second will follow.
Here are some things to consider…
The Hidden Value of Quality
The truth is… most of what determines the ranking position of any particular page is due to what happens off the site, in the form of back links from other sites. Obtaining those back links naturally has become the hardest part of SEO. Because obtaining back links has become so difficult, true SEO copy writing is not stuffing page copy full of keywords. True SEO copy writing is tuning in to the needs and desires of the target audience and writing quality content to meet those needs.
Link attraction is sort of the hidden agenda of SEO copy writing today. This is one reason why in the last 3 years we’ve seen the strong emergence of social media marketing as a way to attract links with compelling content. Quality, viral content can spread quickly through social media and back links earned from a good piece can be seen just as rapidly.
The Intent of SEO Copy Writing
Our primary goal in writing SEO copy is to first serve the target market with quality content. As SEO’s and web developers, or goals should be more focused on the user experience, rather than the search engines. If we are providing the users with quality, relevant content, they’ll refer others to the resource and hopefully they will return to visit themselves. When users find this content useful and beneficial they’ll share with others and link to all the wonderful resources you’ve provided for them. The product of writing quality content and obtain back links as a result is really invaluable. High relevance, high quality back links to your content will do more for your vertical search results than any other form of SEO.
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