SEO Copywriting: Getting the Attention You Deserve
Search Engine Optimization Copywriting is the technique of making viewable text on web pages more attractive and understandable. Its primary purpose is to position a particular website to the highest rank of a search engine. This type of copywriting optimizes on-page elements such as title, description, keyword tags, headings and alt text.
More than just additional pages or “doorway pages”, SEO Copywriting puts genuine content pages to achieve high ranking. Therefore, search engines cannot possibly view SEO copy written pages as undesirable, for they can achieve a ranking that’s as stable as those achieved by other search engine optimization techniques. Practitioners of the search engine copywriting method recommend around 250 viewable words per page, with one, or at most two, targeted search terms strategically placed within the text and other on-page elements.
SEO Copywriting Weaknesses
Competitive Search Terms
• The technique only works for search terms that are not particularly competitive. Competitive search terms are those where many people are trying very hard to gain the top rankings for their sites like casino, sex, insurance, health and hotels sites. For medium to highly competitive search terms, other, more vigorous, methods are needed.
Suitable Sites
• Not all websites are suitable for SEO Copywriting. Many websites simply don't have sufficient text on their pages, and adding text would spoil the design or nature of the sites. Also, some sites that do have sufficient text sometimes don't want to be forced into changing what is written on the pages, just for the sake of the search engines.
Cost and the limitation of targeted search terms
• The cost of each page is significant because SEO Copywriting is a time-consuming process, and professional SEO copywriters are not cheap. Since each page can target only one or two search terms, it would usually require a good number of pages to be made-over in order to target all the required search terms.
Tied to a Copywriter
• When a text on a page that has been worked on by a professional SEO copywriter needs to be changed, it often cannot be done because it could ruin the whole SEO work or it requires re-hiring a different copywriter to redo the work.
Slipping in the Rankings
• Maintaining on top of the ranking is a nonstop effort because many websites are continuously being optimized.
If a sliding page was done by a professional SEO writer, there is nothing else the technique can do; the whole costly copywriting process must be redone.
About the Author: Paula Cambridge is a junior marketing writer who continually develops her craft; she is currently taking a short course in advanced copywriting at a local school.
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Print Article | Download PDF | 59 views | May 01 2008
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