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Search Engine Optimization Copywriting - Is It More Hassle Than It's Worth?
from: Peter WiseSo many people are talking about search engine optimization,
copywriter after copywriter is starting to offer it, and
countless websites are telling you how to do it for yourself.
Therefore making sure your site is written to appeal to the
search engines has got to be worth it...hasn't it?
Well, a surprising number of sites aren't optimized in terms of
the way they're written (beyond metatags, which are of limited
use nowadays anyway). Even today, many of the self-employed
individuals I know in the UK and elsewhere don't bother with it,
and nor do quite a few of the clients whose websites I write.
So if you're wondering if search engine optimization copywriting
is really worth it, here are come questions to ask yourself:
Are you a blue chip company, a famous business or individual,
or do you offer a unique but well-known service?
One site I wrote is for one of the world's biggest car
companies. It wasn't optimized. It didn't need to be. If all the
people you ever want are going to come to your website anyway,
then search engine optimization copywriting is unnecessary.
They'll find their own way there.
Do you want your website to exist simply as a showcase for
you or your products or services?
If you're a photographer, say, who just wants some examples of
their work online to point people towards, then fine. But don't
expect joe public (or rather joe prospective customer) to
discover it for themselves.
Does your business operate in an extremely competitive
environment?
If so, wouldn't you like to give your business a real edge by
making sure that yours is the one customers are likely to turn
to first?
Would you like to pick up new customers online?
The problem is, how do you get those prospective customers to
find you without sponsored ads, pay per clicks or expensive
banner campaigns? (Besides, research shows that a first page
ranking works much better than any of these.)
Is it important to be near the top of the search engine
rankings?
Well, you can probably answer that one for yourself. How many
times would you go beyond the first page or two when searching
for something? If you're not somewhere near the top, you might
as well be nowhere.
One solution is to keep adding content to your website. Another
is to generate links to your site, either by direct requests or
by writing articles. Both of these are major factors in rising
up the rankings.
But given that both of these areas involve considerable amounts
of time and / or money (not to mention writing), it seems
strange to ignore the other key method of finding favour with
Google & co - namely search engine optimization copywriting.
But doesn't search engine optimization copywriting cost time
and money as well?
The short answer is yes, of course. However, less than you might
imagine.
For instance, if you're taking the advisable route of getting a
professional copywriter to write your website, he or she, if
they're any good, will know how to optimize it. (But make sure
they can show you an example or two of other sites they've
successfully optimized before hiring them.)
Optimized copy, in itself, should not cost you any more than
regular web copy. A decent copywriter will make sure that the
copy flows well, appealing to customers as well as search
engines. However, bear in mind that optimized web pages may be a
little longer than un-optimized ones. And if you're asking your
search engine optimization copywriter to research keywords, that
takes time. (Of course, you may prefer to do your own keyword
research.)
So once the site is optimized, that's it?
Well, it can be. But if you're in a competitive field, and you
want to not just get near the top of the rankings, but to stay
there, you should consider adding content to your website.
You're also likely to find that, once you've done your keyword
research, there are all kinds of keywords and their variations
that you're keen to optimize. Given that it's best to optimize
no more than a couple of keywords per page, you could find
yourself getting your search engine optimization copywriter to
add new pages to your website. Which of course costs extra time
and money. But it's the price you pay for extra traffic and a
successful website.
And the conclusion is?
If you're already rich or well-known, you don't need an
optimized site. But if you want your business to be either of
those things, ignore search engine optimization copywriting at
your peril.
© Peter Wise
About the author:
* Peter Wise is a freelance advertising copywriter, website
copywriter and Search Engine Optimization copywriter based in
London, UK. He also writes direct mail, brochures, newsletter
articles and press releases. If you're looking for a freelance
UK copywriter, please call +44 (0) 7767 687524 or visit
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