Short is Sweet for Web Copy Writing - SEO and ROI
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It’s hard to believe I’ve gone this far in an article for SEO Chat and only mentioned keywords once. Your web copy needs to conform to your keyword strategy, of course. Jennifer Norene advocates that you use “your top organic and paid keyword terms in your headers and key paragraphs. Use 2-3 words per page as an emphasis, see how the page does, change and test again.”
When you choose your keywords, you have to consider what the target audience for your web site will call your products and services. If you’re a business serving other businesses in a similar industry, you may be able to get away with jargon. But if you’re selling to consumers, you need to call a spade a spade and not a digging implement. For example, a hotel’s “rack rate” is the price it charges before any discounts are applied. But your typical traveler attempting to reserve a room may never have heard of that term. He’s more likely to use “room rate” or some variant. (For frequent travelers, the mileage may vary).
You know that using the right keywords means that you’re more likely to show up in a good position when searchers are looking for what you have to offer. You should also write compelling copy – not overblown copy, but don’t neglect your calls to action. Norene notes that you should make sure they are “consistent, visually appealing and in easy to click areas so that the visitor can respond quickly and easily.”
And what should you do once you’ve written or rewritten something for the web and posted it on your site? Be patient. You should give the search engines at least a month to index your site’s new content. Then start watching your visitor activity stats. Create more of what seems to be attracting visitors and less of what isn’t. Remember that building a web site is an ongoing process; write your content concisely, for its intended purpose, and you’ll see a good return on your investment. Good luck!
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