Saturday, May 31, 2008

SEO Copywriting

SEO copywriting as defined in Wikipedia is "A technique of writing on a web page in a way that it can be read and understand by the surfer and it also uses the keywords and keywords phrases targeted for the websites. The purpose of doing copywriting that is SEO centric is to rank highly in the search engines for the given targeted keywords and phrases."

It can also be explained as the technique of writing the text on a web page in such a way that it reads well for the surfer or the user, and also targets specific search terms. The challenge lies in creating a content that is both user as well as Search Engine friendly. The purpose of SEO copywriting or Search Engine copywriting is to make a web page that can rank highly in the search engines for the targeted search terms and also conveys the message to the surfers in an effective and easy to understand manner.

While optimizing the websites, I have come across many situations where you are provided with a readymade website with very little or no content at all with a long list of keywords that are not at all related to the theme or goal of the website. What worsens the situation is that you can not find a single page which talks or deals about the search phrase you are provided with.

Generally, the novice users or users new to the world of Internet fail to understand the actual process of web development and the relationship between website design and Search Engine Optimisation. According to these users, SEO is all about creation and placement of title and other meta tags with stuffing of keywords within the page content. But the fact is that the task of an SEO expert starts right from the designing phase where the potential keywords are identified before content development and deciding the page url.

Search Engines look for genuine and unique content on the web pages that should be related to the search terms and the keywords used in the title and other meta tags. The content on any page should not be misleading for the users and it should reflect the correct picture and idea behind creation of the page. This ensures that the users are getting exactly what they are expected to find on a particular page. Search Engines ensure this by matching the words present in the text of the webpage with that of the page title and meta tags. LSI or Latent Semantic Indexing is a technique which helps them to accomplish the task. In this technique, synonyms of the search terms or phrases are also taken into consideration while generating of SERPs.

The task begins right from the designing phase before content development. Thorough keyword research is required for all the individual pages. Once the keywords are identified according to the theme of the page, content is developed with strategic placement of the search terms or phrases within the text and other on page elements. Synonyms of the search terms are also used to maintain the LSI ratio.
The reverse approach can also be taken for content development. In this case, first the target key phrases are identified according to the business, website theme and goal, and then web pages are created that can represent the actual aim of the website.

The URL is or the filename is also decided based on the target keywords to give more emphasis to the potential search terms.

This helps the Search Engines to know that the page is actually about the keywords and the users are provided with the correct information.

SEO copywriting is one of the major factors which decide the ranking of any particular page in the SERPs or Search Engine Result Pages. So, it is always a good practice to do SEO copywriting while creating any website or page, so that it can rank well as well as provide genuine and useful information to the users.


Aurelius Tjin on June 3, 2008 at 1:47 AM said...

Great post! The ideas and insights are very worth reading. You really gave me valuable information. Thanks for sharing it!

Anonymous said...

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