Search Engine Copywriting
UK search engines spider web sites fetching pages full of text and links to follow to find more pages. It may seem a random thing they're up to, but there is a purpose. They're looking for pages and web sites that are relevant to the keyword phrases they find in pages. A link to irrelevant content may not be followed or collected.
If you want your web site to rank well, the text in the pages needs to be written in a coordinated fashion to appeal to the search robots preferences. Even after your page is collected and stored in the search engine database, database filters may deem it to be less valuable than others. The result is a lower ranking. We don't like low rankings so we've become experts at designing text content that search engines like and respect. Our sites get spidered and pages get well indexed and ranked.
If your corporate Web site or ecommerce Web site has copy written only for branding purposes or to help users understand your site, products and value offer, then it may not rank well. The most important visitor to your site is the search engine robot and it reads at a very simple level.
Fortunately, when a corporate site has sticky copywriting guidelines, there are workarounds that can help improve that copy and make it pallatable for search engines. Additional copy can be created and irrelevant copy downplayed. The SEO workarounds can be surprisingly sophisticated and not easy to implement but using them can literally save a company's future financial well-being. Giving search engine robots what they want is just as important as giving your customers what they want.
Is Your Web Site Copywriting a Burden to Your Rankings?
If your copy wasn't written or edited by a professional SEO copywriter, it probably is a burden. But wait, any copy can be worked on and improved. Search engines have applied complex filters to web site copy to understand what it is about. The filters must beat spammers and SEOs who have unfair advantage in shaping client's web site content to generate high rankings. Since most corporate and marketing copywriters aren't aware of what search engines filter in or out, they're not going to be able to do much more than stuff keyword phrases into the pages. That's not going to be effective. SEO copywriting is like writing music and that music has to sound right to the search robots and their database filters. It must resonate to the search engine algorithm.
It is wise to have us take do a web site analysis including a copywriting assessment. Sign up for the SEO video web site analysis and share the insight with your executive staff.
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