In the last few years, search engine optimisation copywriting around the world has changed beyond recognition, as has the way sites are optimised by their design, coding and links. SEO copywriting or Search Engine Optimized Copywriting is the writing (or re-writing) of text - articles, product reviews, comparisons, how-to's etc. If you want to increase your marketing results and get more qualified leads, you will need to improve the effectiveness of the copywriting on your website, print ads, emails and direct mail.
Optimized online copywriting specifically targets the words and phrases people are using when searching for a product on the internet. If you know which key words and phrases you are optimizing the page it becomes much easier for you to deliver a successful SEO copywriting service.
How often should you use key phrases? When keyword themes are applied correctly throughout the site, whether to existing or newly created pages, copywriting should come naturally without feeling forced or your visitor even noticing your targeted phrases. In most cases you'll have existing pages that focus specifically on a handful of your major themes but not necessarily all of them, though you may find the individual words already being used interchangeably throughout your site.
At the opposite extreme though, you've some sites which don't even have a single decent headline anywhere that captures visitor's attention, let alone leads them into captivating copywriting that'll get them a sale. When it comes to search engine copywriting, doing half a job is worse than not doing it at all because you've wasted money on traffic that isn't generating revenues and the substandard copy is damaging your company's credibility in the process. Either of the above extremes is obviously counter-productive but rather than opting for a bland 'middle way' approach to your copywriting or headlines, here's a sure fire way to generate intensely gripping copy that rivets even ultra sophisticated buyers to every word you publish.
The length of your copy depends on several things: Your target customer's preferred communication style, whether the product is new to the marketplace, if a detailed explanation needs to be given, site design and many other factors. But given that all 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. In other words, freelance copywriting is the ultimate second stream of income, giving you the potential for some good money, but leaving you with the flexibility you need to fit it around your existing obligations.
If you want to see some of the best copy ever written then spend a few hours pouring over direct response advertisements found in comic books and a whole new world will open up for you. Whatever the case, if you want a huge swipe file packed with powerful direct response advertisements, buy old comic books. It became obvious to me people don't just buy comic books for the usual reasons of action, adventure, great stories and riveting art.
Depending on what you're selling and who you're selling to, you should just find your responses; sales and profits go up dramatically.
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David Odell has been a freelance writer for over 20 years and is the owner of
The World of the Freelance Copwriter and
The Write Advice
