| It's no good having a creative, individual website with | | | | go to your website before others. With targeted copy |
| brilliant, informative copy if customers can't find you on | | | | in place, search engines are more likely to index your |
| the internet. On the other hand, it's also detrimental if | | | | web site on page one than if it does not include |
| you have a website that can be easily found (has a | | | | keyword-rich copy. This is an ever more important |
| high ranking) but people become bored and alienated | | | | issue when dealing with Google, the leading |
| reading it. | | | | search-engine today. |
| Producing effective online copywriting is a creative | | | | To rank highly in the search engines the words on |
| process blending art and science in a balanced | | | | your web pages should never be an afterthought, but |
| technique combining many different elements. This | | | | should be included right at the beginning in the original |
| integration of disciplines is required to satisfy both the | | | | design of your website. Content development is the |
| technical and the aesthetic objectives of a website. | | | | most valuable asset web developers can utilise in the |
| Optimised online copywriting should ensure that your | | | | bid for productive, successful search engine |
| website is: | | | | optimisation and Search Engine Marketing (SEM). |
| • highly readable to your viewers • | | | | Hiring a professional copywriter is a wise investment in |
| highly visible to the search engines, and thereby | | | | your business future. Even if you don't want to |
| • commercially successful for you. | | | | optimise your site you should make sure that the |
| Many people and businesses don't have the time to | | | | words on your site are reasonable, enticing, spelled |
| actually write web copy themselves. A professional | | | | correctly and artfully arranged to engage attention. |
| freelance copywriter can furnish you with | | | | Just because you can type letters or write some |
| keyword-rich, highly original web content to enhance | | | | emails doesn't mean you can write the copy for your |
| and improve the quality of your website with the aim | | | | website. The writing on your home page is usually how |
| of transforming more of your visitors into customers. | | | | people determine whether the website is a scam or |
| Rarely will you get a second chance to engage your | | | | the genuine article. Your website's credibility takes a |
| customer's attention, so your first shot must be | | | | nose-dive if the spelling is wrong or the grammar is |
| formatted for maximum sales potential, catching the | | | | incorrect, or it just sounds like bad, clumsy English. |
| eye of the search engine robots as well. But not too | | | | People will not trust your content. |
| much... If your copy goes overboard in favour of the | | | | Within the search engines new technologies and |
| search engines it earn you a penalty from Google that | | | | algorithms are being developed all the time to make |
| will negatively effect your rankings. Your website must | | | | search methodologies smarter, more astute. It's never |
| always have the reader as priority. This makes more | | | | a coincidence when someone types in a search |
| business anyway. | | | | phrase and your website is indexed highly on the page. |
| Search engines provide a way for potential customers | | | | Keyword rich online copywriting is a significant and |
| to find you on the internet. People type a keyphrase or | | | | critical component in gaining high rankings on the |
| keyword into a search engine, such as Google, Yahoo | | | | search engines. |
| or MSN (or one of the many other popular engines) | | | | Recently, Google has been pioneering a new trend of |
| and this returns a page of listings - web page | | | | intelligent search engines which are not attracted by |
| suggestions for that particular phrase or word. | | | | mere repetition of words throughout the text, but |
| Obviously, you want your website to feature highly in | | | | which look for meaning, attempting to make |
| this list. | | | | grammatical sense of the information, trying to |
| Optimised online copywriting specifically targets the | | | | understand what the web page is actually saying. This |
| words and phrases people are using when searching | | | | is forcing webmasters to improve the content on their |
| for a product on the internet (Search Engine Marketing | | | | web pages or suffer the consequences. The old |
| (SEM), keyword research). You want to make sure | | | | saying has never been more relevant: "content is king. |
| your website stays at the top of the listings so people | | | | |