By Nikia Sayre, Director of SEO Strategy, TruStar Marketing, LLC
Persuasive, well-written copy helps you sell products and services, or engage with potential customers. But it doesn’t matter how much money you spend or how persuasive your prose is if no one ever sees or reads it. And that can happen in a big way on the internet.
SEO (search engine optimization) copy is a specialized form of writing that targets search engines. And it has to become an integral part of your marketing strategy. The writing contains key phrases or words that people might use when searching for information on the internet. This helps your brand move up search engine rankings so that people can find out about you.
SEO copy doesn’t replace good writing. They complement each other. Think of SEO copy as the special seasoning that enhances the main course. If you sprinkle those specific words throughout your copy on your website, it helps drive traffic organically to your site through Google or other search engines.
Google also offers analytics that shows you the exact number of visitors who found and looked at your website, how long they stayed there, what they clicked on and a host of other things. But you have to make sure that scattered among your persuasive copy are SEO words and phrases that can be picked up in searches and lead people to your site or page.
When it comes to the web, it’s important to write like people type. Think about it this way: If you’re a company selling running shoes, your description of the shoes can’t talk about heel support, arch protection and ankle stability and never mention running. If someone is looking for a new pair of shoes, they’re probably going to search “best running shoe.” Or, if someone with psoriasis is looking for a doctor, they won’t search “psoriasis doctors.” They’ll probably search “dermatologists near me.”
It works the same with voice searches. How many times have you asked Siri or Alexa a question only to get an answer not anywhere close to what you were looking for? Usually, if you reword or change the way you ask – the answer will be on point.
So, it’s important to know the specific keywords for your product, service or industry that will drive web traffic searching for an exit ramp to you.
When it comes to trying to position yourself as a top search result for what your business excels in – you have to strike a delicate, smart balance. You need effective copy that’s true to your brand, but also contains the necessary SEO key phrases that drives web traffic to you.
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