SEO Copywriting Revisited

July 10th 2012       Sally Ormond       copywriter, copywriting tips, search engine optimisation, SEO copywriter

Nothing ever stays that same – ain’t that the truth?the changing face of seo copywriting

What was billed as the latest ‘big thing’ a few months back is now suddenly passé as a new kid lands on the block. Or, methods suddenly change that make a complete mockery of what has gone on before.

Take SEO copywriting as an example.When it first crashed onto the scene we were told to make sure the search engines could find your content it had to be jam-packed with your keywords. Who cared whether it made sense or not to you or I, that wasn’t the point. The content was there to get a website to the top of the search engines, pure and simple. If the end user couldn’t understand what was written on it, who cared? You were top of the tree…no.1 on Google…you’d made it!

Thankfully, that view point has now been relegated to the bin (well, for most of us, although there are a few die-hard fans of keyword density out there – you know who you are). Good online marketers now understand that the reader must come first at all times, and that means writing content that is:

  • Interesting
  • Relevant
  • Of simple construction (vocabulary and structure)
  • Full of sub headings and bulleted lists to add interest and to make reading it easy

Yes, it will still contain keywords, but in moderation and in the right places.

You see, regardless of what your copy is for, it should always follow these simple copywriting rules:

1. Sell

Your copy exists for one reason only – to sell.

If you simply describe your product or service, or cram as many adjectives in as possible to make it sound all fluffy and lovely, you won’t sell a bean.

Every word has to count, if it doesn’t, cut it.

2. Formula

Stick with what you know works:

  • Understand your objective
  • Identify the main benefits
  • Show how the benefits are delivered and how they will positively impact the customer
  • Back up with evidence such as testimonials, stats, case studies etc.
  • Sprinkle it with sugar (time limited offer, or a freebie)
  • Finish with a strong call to action

3. Command

Don’t be wishy-washy, write what you mean and don’t flower it up with unnecessary adjectives.

And make sure you call to action tells them exactly what you want them to do – “Call now”.

4. Benefits

Your benefits are going to sell your product or service, so think about what it will for your customers: make them money, save them time etc.

Make sure your benefits are the first thing that they read.

5. Offer

An offer is only a good one if it is something that your customers actually want.

6. Guarantee

A guarantee equals peace of mind – enough said.

7. Respond now

Give your call to action some clout by adding a time limited offer, or offering  a free gift if they buy by a certain date.

8. Make it easy

The last thing you want to do is over-complicate your buying or ordering process. If you make your customers jump through hoops, they’ll give up and go elsewhere.

9. Free

It’s an old one, but still very valid. We all love getting something for nothing, so don’t be afraid to use ‘free’ within your copy.



Tags: copywriter, copywriting tips, search engine optimisation, SEO copywriter
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