Copywriting is one of the main terms used in relation to Search Engine Optimisation. It refers to the writing of content for web pages in order to maximise the chances of the website ranking higher in the search engine results. The reason why many websites and companies use this method to improve and help their business is because it has been proven that the majority of visitors to websites have been directed there from search engines so it is very important that websites rank as high possible on the results.
There are many various skills required for successful copywriting as it is different to other types of writing e.g. journalistic. The main skill needed for any writer is good language and grammar skills. Common and simple mistakes such as mixing up your and you’re or its and it’s can have a detrimental effect on the success of the copywriting and, more importantly, the Search Engine Optimisation. Simple spelling or grammar mistakes do not give the impression of a successful and professional company. Instead it implies a lack of professionalism and education. This would immediately put potential customers off using your services or website.
For a complete copywriting guide, see here.
Another skill important to copywriting for Search Engine Optimisation is the ability to conduct good and thorough research. This is key for a good copywriter because if they don’t already know much about the company or website they are writing for then they must be able to quickly and successfully research all the information they need. Knowledge of the topic of choice is essential because if it does not make sense or isn’t relevant to the website then the Search Engine Optimisation will not be a success because either people will be misdirected to the website when it is not what they are looking for or the search engine ‘spiders’ will look at the new content as irrelevant and will disregard it so, therefore, the copywriting has been as waste of time.
There are many different companies and individuals who offer their copywriting skills to various companies and websites for a small fee. It could be possible for the website to do their own copywriting but to guarantee that it is effective enough, it is best to bring a professional in to do it for you. This will ensure that all the right SEO rules are followed, that the writing is of a high standard and that the Search Engine Optimisation will prove to be more successful.
A copywriter must be able to effectively write for both human readers and also for the search engine spiders who will look at the website for new and relevant content in order to rank it in the results page. The more key words listed in the writing then the higher it will be ranked. The writing must also be relevant for human readers as they will be directed to the website looking for a particular service of product and the uploaded content must relate to this.
