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Copywriting Makeover: Search Engine-Friendly Can Also Mean Visitor-Friendly
When it comes to search engine optimization, copywriting plays a big role. You want to have excellent copy that appeals to both your visitors and the engines in order to create pages that will rank highly. However, sometimes there can be potential problems with fitting copy into certain types of sites. Due to space constraints, page layout requirements or other issues, some site owners hesitate to include SEO copy thinking it will detract from the visitor's experience. It won't if you do it right! Gigmasters.com is a database site that allows visitors to search for any number of entertainment options then book them directly from the site. They segmented their target audience by the events visitors would book entertainment for (i.e., wedding entertainment, birthday party entertainment, etc.) Pages were then created for each entertainment type. The Problems Gigmasters.com wasn't ranking highly for its keyphrases on a number of pages. In fact, for the page we're focusing on in this article (see the original copy here: http://www.copywritingcourse.com/gigmasters-original-wedding.pdf), Gigmasters.com wasn't ranking in the top 50. The page desperately needed more copy. The concern was that visitors would be distracted by the addition of more text. After all, customers who come to a site to book entertainment are going to focus on the information in each performer's bio? not the copy on the category page, right? As we found out, this was not at all true. In addition to quantity (word count), the page also needed quality. The one paragraph of copy that was on the page was rough and sounded awkward. The Solutions Writing copy that appeals to the site visitors and the search engines should be the goal of every SEO copywriter. You never want to sacrifice one for the other. However, I knew that adding a long block of copy right in the middle of the page would not be using good judgment. Good thing nobody ever said all your copy had to be in one place! By breaking the copy up and adding short blips under each section of the page, we were able to include enough text to support the chosen keyphrases. At the same time, we were able to help visitors make the best choices for their wedding entertainment. The Rewrite For this particular page, the target customer was someone in need of wedding entertainment. The visitor might be a bride or the mother of a bride looking for a wedding band (a wedding music band, that is), a DJ or some other form of wedding reception music. Most often the site visitor was a bride, however. I never want to include copy strictly for SEO purposes if possible. The copy should always have a dual purpose: to help the visitor and to boost rankings. To accomplish this with Gigmasters.com, the introductory paragraph of copy spoke directly to the bride-to-be. It gave her the feeling that Gigmasters.com understood how important the music for her wedding and reception are. Under each music classification, the bride was given ideas or suggestions. Statements like, "The gentle melodies played by a harpist or flutist during the prelude to your ceremony can add an air of distinction" and " Do you want your guests to dance? Consider a Latin band or swing band to pick up the beat" prompted visitors to think through their selections and evaluate all their options before deciding. Each section of copy used at least one primary keyphrase to boost support of those terms with the engines. The copy was carefully written so as not to sound forced or stiff when including search terms. The Results You can view the updated copy here: http://www.copywritingcourse.com/gigmasters-updated-wedding.pdf. What happened after the changes? Within just a few weeks the page began to rise in rankings dramatically! Currently, the page has great rankings with various engines for various keyphrases - several in the top 10 with Google and Yahoo. And conversions? They are holding steady if not increased some according to site partner Kevin Kinyon, further proving that search engine copywriting can be helpful to real people, too. by Karon Thackston 2005 Copy not getting results? Learn to write SEO copy that impresses the engines and your visitors at http://www.copywritingcourse.com. Be sure to also check out Karon's latest e-report "How To Increase Keyword Saturation (Without Destroying the Flow of Your Copy)" at http://www.copywritingcourse.com/keyword
MORE RESOURCES: Fundraising Copywriting on the Right In the Second Trump Era Campaigns & Elections Can (or will) AI Replace Copywriters? Browser Media 13 Best Copywriting Practices - Writing for the Web in 2024 Influencer Marketing Hub The Best AI Copywriting Tools: Find Your Perfect Match in 2024 The Tech Report "It's not enough to be a good writer”: Zosia Swidlicka on the importance of brand language in copywriting Creative Bloq I lost my job to ChatGPT and was made obsolete Business Insider The Ultimate Guide to SEO Copywriting in 2024 Influencer Marketing Hub The best AI copywriting tools currently available Android Authority 7 Best AI Copywriting Tools to Use for Better Ideas and Efficiency Influencer Marketing Hub Copywriting's Great Pun Debate: Punderful or Punfortunate? | LBBOnline Little Black Book 7 skills copywriters can learn from comedians Browser Media I'm ChatGPT, and for the Love of God, Please Don't Make Me Do Any More Copywriting McSweeney's Internet Tendency 'We're all maggots': an audience with Jim Riswold, the copywriter behind some of Nike's greatest adverts Financial Times Best AI Copywriting Tools to Generate Content MobileAppDaily How a Gen-Z Copywriting Community Became a Recruitment Service | LBBOnline Little Black Book - LBBonline Seven FREE Places on Copywriting for Musicians Course Offered | Fireplace Arts & Media | Artist News NZ Music Commission ChatGPT took their jobs. Now they're dog walkers and HVAC techs. The Washington Post She Built A Million-Dollar, One-Person Business While Raising Four Children Ages Nine And Under Forbes Solomon tells FutureBook writers 'can't afford' for copywriting jobs to be lost to AI The Bookseller Creative Minds: Jerome Lum stumbled upon a career in copywriting and became the office guy with the best taste in ... Campaign Asia Consider a Career in Copywriting | Media, Film, TV & Animation Sector Career Story | CareersPortal.ie CareersPortal ‘Copywriter hungry for Swiggy’: Kolkata man applies for copywriting job with creative 11-page deck pitch The Indian Express Nobody Taught Me: Adman Bodhisatva Dasgupta Launches Course to Bridge India's Copywriting Gap YourStory iWave Acquires AI Platform For Fundraising Copywriting - The NonProfit Times The NonProfit Times How to Use AI As a Freelance Copywriter and Editor Business Insider A copywriter laid-off without an explanation blames ChatGPT: report Business Insider Outshinery Launches New Service: Compelling and Optimized Ecommerce Copywriting for Wine wineindustryadvisor.com Vale Geoff Fischer ~ A Life Well-Lived in Copywriting Campaign Brief Copywriters on Writing Dialogue that Connects | LBBOnline Little Black Book Learn to write like a copywriter with AdSchool's Copywriting course - kicking off September 21 Campaign Brief WA Copywriter - Part or Full Time Working Available - London | The Bookseller Careers & Jobs The Bookseller Top Responsibilities and Skills of Copywriters | Study MarketingProfs.com How I Made $175K in a Year From Home As a Freelancer on Fiverr Business Insider What could ChatGPT mean for copywriters? Marketing Brew Side hustle jobs you can do from home Business Insider How to make up to $13K a month copywriting on Fiverr Business Insider Embracing AI-generated content, BlueFocus will replace human copywriters and creatives | Advertising Campaign Asia AI stealing jobs: Ad agency replaces copywriters, designers with ChatGPT and other AI tools Firstpost The lost art! Why the advertising industry needs to invest in the art of copywriting The Financial Express TOP Copywriting Agency — TOP Agency TOP Agency The Top 6 Skills Every Copywriter Must Have Entrepreneur 9 Free Copywriting Podcasts for Ecommerce Merchants Practical Ecommerce Phrases That Sell: 8 Copywriting Tips Social Media Examiner Alibaba Debuts 'AI Copywriter' Alizila Copywriting Can Be a Very Profitable Side Hustle Entrepreneur Everything you need to know about copywriting Morning Brew How to make money freelance copywriting on sites like Upwork Business Insider |
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