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Copywriting Information |
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Does Your Copy Look Fake To the Search Engines?
From the early days of search engine optimization, keywords and content have always been vital to achieving your goals. Starting back in the days when we used to shove every slightly relevant keyword into our Meta tags, it has been obvious that search engines love text. The more advanced the engines have gotten over the years, the more complex and sophisticated many writers have gotten with their search engine copywriting. Supposed formulas, saturation levels, and other mysterious concoctions have been developed to help us outsmart the engines. However, what we should have been doing all along was writing for the visitor first and the engines second. Why? Because creating a site that's loved by visitors is a prime factor in linking, ranking, and marketing as a whole. As the engines make great strides with more personalized and efficient searches (such as semantic search) natural search engine optimization writing is even more important. Rather than just indexing the copy on your site, engines are learning to "understand" what a page is about. The ironic thing is, as the search engines get more complex the "formula" for SEO copywriting is actually getting more simple. Write Naturally In the future, search engines will be looking for Web pages that reflect a natural tone with the copy. Is it obvious that keyphrases are being shoved in wherever possible? Does every headline/sub-head, image tag, and comment tag have a keyphrase included? Does the copy sound fake, unnatural, and stiff? If so, then spiders and bots will recognize it and possibly flag it as something to be wary of. Take a look at this lovely piece of copy I found while surfing just the other day. (I've replaced the keyphrases used in the original copy with the word "wherever" so as not to embarrass the site owner.) Wherever Holiday Rentals Holiday rentals in Wherever for holidays in Wherever Wherever holiday rentals directly from the owners. Rent a holiday villa in Wherever or perhaps a 2-6 bedroom apartment in Wherever. Wherever vacation rentals for holidays in Wherever are easily located by searching the Wherever Holiday website. Wherever Holiday Rentals offer holiday apartments in Wherever and holiday villas. Find accommodation in Wherever by clicking on the Wherever map or the active links. You will then see holiday rental apartments, villas and townhouses in stunning Wherever accommodation. Let's suppose someone walked into your travel agency and asked for help. You would most likely ask what they were looking for. They would reply, "Holiday rentals in Wherever. What can you show me?" Would you honestly take off on the spiel above? Can you see yourself talking to a real client face-to-face and saying, "We offer Wherever holiday rentals in Wherever and can find you many apartments, villas, and houses in Wherever"? I don't think so. Tips for Writing In Natural Language 1) Vary your keywords/phrases. For example, if a keyphrase you particularly want to target is "14k gold jewelry" consider also using keyphrases like "14k gold watches" or "gold wedding bands" or others along those lines. This will give you a variety of phrases within your copy. 2) Read it out loud. When you read your copy out loud you'll get a better sense of whether it sounds unnatural. If you wouldn't say, "We make 14k gold jewelry and have made 14k gold jewelry for 10 years. If you need 14k gold jewelry just view our catalog" out loud, then don't put it in your copy, either. 3) Break up keyphrases. As searchers get more knowledgeable about finding what they want in the engines, they use longer and longer search queries some of which just don't make any sense. For instance, I recently had to use the phrase "real estate Pittsburg downtown" when writing a page of SEO copy. Since this search string was not easily worked in as that exact phrase, I broke it up. One sentence I used it in said: "When looking for commercial real estate in Pittsburg check the downtown listings first for exceptional locations and prices." The words are still in the same order with minor breaks in between. When you can't use a phrase "as is" this is a very viable alternative. Keep in mind the direction search engine optimization is taking. The closer you can get to writing in natural language, the better off you'll be. It only makes sense to create a site now that will last through the long haul. Especially when that site will have a better chance of favorably appealing to the engines and your visitors. by Karon Thackston © 2004
About The Author Karon is author of "How To Increase Keyword Saturation (Without Destroying the Flow of Your Copy)." Discover the secrets to creating SEO copy with a perfect balance between keywords and natural language. http://www.copywritingcourse.com/keyword IF PUBLISHING ON A WEBSITE, USE THIS RESOURCE BOX: Karon is author of "How To Increase Keyword Saturation (Without Destroying the Flow of Your Copy)." Discover the secrets to creating SEO copy with a perfect balance between keywords and natural language with this insightful e-report.
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The 10 types of copywriter – which one are you? The Drum Saying you're a copywriter is all very well. But it's a bit like saying you're an artisan. What kind? That's what we want to know. What the History of Copywriting Teaches Us About Content Marketing Today The Content Standard by Skyword Despite the competition between advertising and *content* copywriting, some of the most famous "Mad Men" might have advice for *content* creators. Feel the burn. Dealing with creative criticism by Ilk's Head of Copywriting, Richard Hanney Prolific North Richard Hanney, Head of Strategy and Creative Copy at ilk, discusses how to get over the initial sting of creative criticism and turn it into a productive force. Phrasee: AI-powered Copywriting for Facebook Has Arrived Business Wire Phrasee has launched the first product of its kind for Facebook & Instagram campaigns. The new product allows customers to test AI-generated language. GeekDad Daily Deal: The Copywriting Mastery Bundle GeekDad Given the right medium, your words can be valuable. Today's Daily Deal, the Copywriting Mastery Bundle, teaches you how to focus your words to make the ... Rhea + Kaiser adds three to growing roster ReelChicago "Slightly rebellions," fully-integrated Naperville shop Rhea + Kaiser expands growing roster by hiring to new staffers and welcoming the return of a third. Gary Cole, the Actor You Know From Everything, Is Now the Time-Traveling Spokesguy for Kabbage Adweek Gary Cole plays a time-tripping spokesman who visits from 10 minutes in the future to illustrate how quickly and efficiently Kabbage can provide funding to small ... Bitcoin PR Buzz Announces January PR Sale With $200+ Discounts PRNewswire BELIZE CITY, Belize, Jan. 18, 2019 /PRNewswire/ -- To celebrate the start of another year for crypto, Bitcoin PR Buzz are offering up to $200 off all PR packages, ... 5 Little-Known Copywriting Mistakes That Snuff Out Your E-Commerce Sales Forbes Now As an e-commerce copywriter, I can vouch for the fact that writing product descriptions or a homepage that opens up hearts and wallets is tough. How To Avoid This Common B2B Copywriting Mistake Forbes There are many ways to get copywriting wrong, but in this article, I want to single out one mistake that is especially easy to make, occurs repeatedly in B2B ... Kinsale Sharks Organisers Seek Young Copywriting Talent AdWorld The organisers of this year's Kinsale Shark Awards are running a competition for young and aspiring copywriters and the winner will be invited to attend this ... |
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