Writing For The Web How Good Copy Becomes Bad Marketing

Writing For The Web How Good Copy Becomes Bad Marketing



When it​ comes to​ writing websites,​ what is​ good for the​ search engines is​ often not good marketing.

Why? Because almost inevitably,​ when you​ write to​ please the​ search engines,​ you​ write about the​ features of​ your service. But you​ should be writing about the​ benefits for your customers.

This is​ a​ fundamental problem and one you​ have to​ take into account at​ every stage of​ creating the​ copy for your website. you​ have to​ achieve a​ balance between writing for people or​ writing for search engine robots. the​ balance will be subtly different for every business. You'll probably have to​ keep experimenting. it​ all depends really on​ how important search engine traffic will be to​ your organisation. First a​ quick recap on​ the​ basic issue of​ search engine copy.

Search engine optimisation (often called SEO) basically means making sure your website ranks highly with Google and other search engines. Google wants to​ give people the​ right,​ relevant information. it​ does this by reading the​ copy on​ your website.

If certain words are used frequently,​ Google will calculate that the​ site is​ relevant for that "keyword". When people search for that keyword,​ Google flags your site as​ one worthy of​ consideration.

So,​ when a​ copywriter creates his own website,​ he tries to​ use the​ word "copywriter" as​ frequently as​ possible.

It's no good just listing the​ word either. it​ needs to​ be in​ real sentences. What's more,​ it's much better to​ use the​ keyword at​ or​ near the​ start of​ a​ sentence. you​ also need the​ keyword in​ the​ main headline,​ in​ the​ first paragraph,​ and as​ often as​ possible thereafter.
So,​ you​ end up writing about you,​ the​ copywriter,​ and the​ copywriting that you​ can offer. Features of​ your service.

Where are your customers in​ all this? Any good copywriter,​ in​ fact even a​ complete beginner,​ knows that you​ need to​ turn the​ features of​ your service into benefits for the​ customer. It's just good marketing.

The copywriter should be explaining how he can increase sales,​ attract customers,​ save the​ client money,​ provide exceptional service and so on.

The same is​ likely to​ happen whatever business you're in. if​ you're a​ graphic designer,​ a​ client might come to​ you​ because they want you​ to​ create a​ professional image for their business.

But they don't search for "professional image",​ "design impact",​ or​ "creativity". They search for "graphic designer." So your copy has to​ keep mentioning "graphic designer" this,​ "graphic designer" that.

What's the​ solution? if​ you​ know an​ easy one,​ please share the​ secret. For most organisations and businesses,​ the​ answer is​ going to​ be a​ balance. you​ need to​ know how important Google searches are to​ you. if​ the​ answer is​ "not much" because visitors come from other sources – perhaps through a​ direct mail campaign,​ Internet advertising clicks,​ or​ because they are a​ regular customer and have you​ bookmarked – then your copy should weighted more towards good marketing,​ with less emphasis on​ search engine robots.

But if​ Google searches are everything to​ your organisation,​ then you'll have to​ play the​ game by their rules.

Carefully written copy can at​ least try to​ play both games. you​ can keep using keywords,​ but always bear in​ mind that you​ need to​ bring the​ focus back onto benefits for your customer.

It's not easy,​ and it​ can be a​ painstaking process. But that in​ essence,​ is​ what good web writing should be about: keeping one eye on​ the​ search engines and pleasing them when necessary,​ but always bringing it​ back to​ people,​ to​ customers,​ to​ benefits. Because that's good marketing.




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