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A Copywriter Speaks: Hey, Give Me Back My Pen!
It’s no wonder I have a permanent crick in my neck. I’ve spent the last ten years shaking my head piteously at people who think they can write. Fellow scribes, let us gather now for a virtual group hug, as we console each other for the fruitlessness...
Pumping Up The Emotional Side Of Gizmos, Widgets And Powdered Eggs.
You have permission to publish this article electronically or in print, free of charge, as long as the byline at the end of this article is included. A courtesy copy of your publication would be appreciated. Pumping Up The Emotional Side Of Gizmos,...
Revealed: The $12,500 Copywriting Formula
Have you heard of Brian Keith Voiles? Probably not, but if you have eyes you've seen his ad campaigns and you probably even bought products that he created ad campaigns for. Would you like to have the formula he gets paid $12,500 to put into use...
The Mind's Fancy Dress Party - Or: Brainstorming With Contentclix Copywriters
In Berlin a restaurant opens for anorexics and in Buffalo a lawyer with a stutter wins a court case. When everything you're working on has gone STALE and your own initially promising concepts are starting to annoy you, you need a brainstorming...
Weaving words for the web
WHILE Luddites toll the death knell for books, we who have made the transition to “new media” look to the future with confidence. The Internet does not spell the end of the written word but the beginning of fresh opportunities and renewed status...
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Nip and Tuck – Three Quick Tricks for Writing SEO Copy
by Karon Thackston © 2003
http://www.copywritingcourse.com
Have you ever been to one of those sites that has obviously been written to get high search engine rankings? You know the ones… they have copy that sounds like this:
“When you buy quality silver jewelry from us, you know your quality silver jewelry is of the highest quality because we only sell quality silver jewelry that is top-notch. No other quality silver jewelry site on the Web offers the selection of quality silver jewelry that we do!”
Want to take a wild guess at what keyphrase they’re targeting?
Copy like this simply doesn’t sound “real.” It’s very forced. Yes, it may very well get ranked high in the search engines, but what then? When visitors click to your site they’ll be faced with stiff copy that sounds like a robot. It doesn’t flow… and it doesn’t sell, either! With a little nip and tuck, you can create copy that appeals to your target audience AND ranks high with the engines.
So just how do you get your keywords and phrases into your copy and still have a nice, flowing sales message? It’s really easier than you might think.
Here are a couple of strategies I use when writing SEO copy.
Headlines and Subheadlines
These make the ideal place for keywords. Why? Because keywords are normally descriptive by nature. Since headlines describe what the site visitor is about to read, it makes perfect sense to include keywords within them.
Titles
Create a chart, or a list, and give it a keyword-rich title. Just as with headlines, titles should be descriptive… another perfect keyword/copy match.
Lists
In your chart or list, include keywords in the headers and within the list descriptions. For example, if your keywords include softball trading pins, employee recognition awards, lapel pins, and lapel pin you could create a list that reads like this:
Creative Lapel Pin Uses
·Baseball and Softball Trading
Pins - Lapel pin trading among baseball and softball teams has dramatically grown in popularity… be sure to support your team with custom-created baseball and softball trading pins.
·Employee Recognition Awards - Employees take great pride in wearing lapel pins that show their achievements, and they will treasure employee recognition awards that they can frequently show to others.
See how the list uses keyphrases within the headers and again within the list description itself?
Using keywords in carefully chosen places allows you to have more freedom with your copy itself. So now, instead of the forced, unappealing copy we read in the first example, you can have something more relaxed like this:
Quality Silver Jewelry Is A Rare Find!
If you’ve been looking for quality silver jewelry long, you know that quality is, in fact, a major issue. Unfortunately, many companies combine low-cost metals with their silver. That compromises the quality and the appearance. That’s a practice we never participate in!
How To Recognize Quality Silver Jewelry
When shopping for the best, look for these tell-tell signs of excellence.
·Quality silver jewelry that is truly created of pure silver will display a radiant sheen.
·When you touch the surface, quality silver jewelry will immediately show a fingerprint.
·Breathing on the finish of quality silver jewelry will produce a fog, while breathing on the finish of poor-quality silver will not.
And so on, and so on.
So you see, you can have copy that makes sense, provides solutions for your site visitors, and ranks high with the search engines. It’s not impossible… it just takes a bit of training and practice. Before long, you’ll be tucking keywords in all the right places!
About the Author
Want to become more effective at writing SEO copy? Karon has lots of other tips to get your customers drooling and your rankings soaring! Visit http://www.copywritingcourse.com today for all the details.
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