Posted to Ben Finklea's blog on May 21st, 2009

SEO Copywriting Insights That Rank Your Site

You may have heard some buzz coming from the writers’ break room these days about “content being king”. But before you put the whole department on caffeine probation, take in consideration content’s role in On-Page Optimization for your SEO campaign. You can keyword the stuffing out of your tags to help get found and bring the traffic to your site, but once the visitor there, they need to be enticed to stay.

Remember, every potential conversion is really a human being that is literate. If your message is too “sales-y” or littered with grammatical errors, the only thing left on your website is the smoke outline of their disinterest. The ability to close on conversions online depends on how passionately and genuinely your copy reads, with informative and relevant subject matter. Not only do humans like to read interesting things, but so do those search engine spiders.

Ideally, you would be able to hire a skilled copywriter, but not all companies are lucky, or rich enough to hire a certified word wizard. If you are writing the copy yourself, or you have found the solution in-house within someone’s capacity, here are some SEO copywriting insights that will help rank your site.

Sell the benefits of your product or service, don’t sell the features. This can often times be misconstrued, so let’s discuss the difference between the two. Features are what products “have”. For example, “This writing software has a Thesaurus feature.” Whether I use it or not is not relevant at this moment. Benefits are what those features “mean”. For example, “Internet Marketing Coordinators are able to keep your link building campaign up-to-date so that your Off-Page SEO maximizes your traffic and optimizes search rankings.

Before you can truly understand the benefits of your product or service, you should first ‘be’ a customer. Find out what it’s like to be the audience reading your copy and judge if it relates to them. They need to address the benefits and provide a solution that your target audience may have. The copy must talk directly to them and connect on a deeper level. If you are talking about yourself and what “we” can do, you will lose your audience faster than a coyote falls off a cliff.

You can talk all you want about the benefits to your audience and even connect with them on a semi-spiritual level, but if you can’t back up what you’re saying, you got yourself some pretty nasty pudding. Whatever it is you are claiming with your copy, you had better provide a plethora of proof. Customer testimonials are a great way to show that someone gives you some clout. Make sure the testimonial is real and has a name, business, and town with it. “Mr. Clownshoes” isn’t going to fly. A real photo of the person, or better yet, a video testimonial will make it a more enriching experience.

Whether you are writing copy for your own business, or you have a writer on staff, take these words of advice and your copy will improve, read more professionally and provide relevancy and influence to your business. The effectiveness of your copy may not have a quantitative metric for ROI, but you should be able to notice a difference in your on-going communications after message improvement. Volacci is the leading Drupal SEO company and very passionate about your online success. By the end of your contract you will have at least as much additional business from your web site as you spend on our services... or we'll work for free until you do.

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