| SEARCH ENGINE COPYWRITING: | | | | when writing content for a company selling kilns |
| A COMPREHENSIVE GUIDE FOR BEGINNERS TO | | | | for bricks, you should not optimize for the |
| CONTENT WRITING FOR SEARCH ENGINE | | | | keyword "kiln for bricks" if most people actually |
| OPTIMIZATION | | | | type "oven for bricks" when they are looking for |
| Copywriting is an art of writing information for | | | | such equipment. It is useless to optimize for the |
| various forms of media. It has evolved through | | | | term kiln when most people opt to type oven |
| time from its early forms in books, magazines | | | | since a few if none will be looking for the term |
| and newspapers, Copywriting has again | | | | kiln. |
| transcended from its usual form and practices | | | | You should also identify and discover various |
| into the new internet era; Copywriting as utilized | | | | words and terms which are closely related to |
| by the Search Engine Optimization business is also | | | | your keyword or keyphrases. Some key-terms |
| known as Internet Content Writing, Web Content | | | | and keyphrases are so intimately intertwined with |
| Writing, amongst other terms. The various terms | | | | others that one group associates it with a |
| of Copywriting shall be used interchangeably | | | | particular field while another choose to associate it |
| throughout this text. | | | | with something else. One good example would be |
| This article will try to tell you about the basics of | | | | Cosmetic Surgery. Cosmetic Surgery is a medical |
| copywriting and its advanced application on the | | | | procedure, so, it can be regarded as something |
| SEO aspect. This article aims to provide the | | | | related with medicine and surgery, while it is also |
| beginners in the Search Engine Optimization | | | | correct to say that it is related with cosmetics |
| industry, an in-depth but friendly guide to seo | | | | and beauty. Since the fields of medicine, surgery, |
| content writing, as well as providing the more | | | | cosmetics and beauty are popular fields, optimizing |
| advanced copywriters with a guide to remind | | | | for both the cosmetic and the surgical aspect of |
| them of the several tricks they might have | | | | the keyphrase Cosmetic Surgery would bring |
| forgotten about the craft. | | | | more keyword hits for searches from individuals |
| This guide shall be divided into the three parts of | | | | of both parts of the spectrum. |
| the copywriting process: the before, during, and | | | | Another thing to consider is to integrate local |
| after. This is the first part of the guide dealing | | | | terminologies or equivalents of your products or |
| with the things a copywriter must do BEFORE | | | | services when optimizing with key words or |
| writing the copy. Succeeding parts shall be posted | | | | phrases. An "elevator" in the US would be a "lift" |
| separately because of the size. | | | | in the UK, a "truck" in the US would be a "lorry" in |
| Before Writing | | | | the UK, and the list goes on. When trying to sell |
| Before doing any writing you should first know | | | | products or services for a huge demographically |
| the purpose why you're writing that content. Your | | | | different society, you should optimize for both of |
| purpose should be clear and definite so no | | | | the groups as each would tend to search for the |
| equivocation of ideas will exist that might | | | | more familiar local term. Better yet, you could |
| confound your readers. Is the writing for sports? | | | | create different sites for different demographic |
| Is it for entertainment? Is it educational? These | | | | groups, replacing particular key words and |
| things should be clear on your mind before you | | | | phrases; enabling you to cater to both. |
| write your copy, so a natural flow will exist as | | | | Moreover, it would be wise to consider placing |
| you write. | | | | regional information or regional key words or |
| Another thing to consider is to know whom are | | | | phrases. Integrating regional information along with |
| you writing for and who are the people you wish | | | | keywords and keyphrases enables users who |
| to convey the message to? Knowledge of your | | | | prefer more specified searches to visit your |
| audience will give you many benefits: people with | | | | website. You would also benefit from the limited |
| different cultures only respond to a specific | | | | competition because of the more specified search. |
| approach you use, technical terms would be very | | | | Most people looking for products and services in |
| trivial when talking to beginners while spelled out | | | | the internet would certainly prefer to find what |
| and explained details would be very time | | | | they need locally, so adding local regional |
| consuming for experts. The internet is used by a | | | | information would definitely be of great help to |
| vast network of people and your target may | | | | you and your potential client. Another benefit is |
| only comprise a very small minority. It is | | | | that you could add another keyword, which is the |
| important that you address your target | | | | regional information to your existing key word or |
| effectively if you want more conversions (making | | | | key phrase. For example, instead of having just |
| site visitors into customers) on your web site. | | | | "plumbing services" add "Atlanta" before 'plumbing |
| About the resources | | | | services'. This would give you an edge over |
| Knowing the right information will certainly give | | | | competitors as it would profoundly decrease your |
| you the right results. Knowing what people want | | | | competition. |
| and what they are searching for will be one of | | | | About the content |
| the keys to make it big in this business. One of | | | | Now that you have the key words and phrases |
| the things that can help you acquire this | | | | you would need its time to plan about the general |
| information is through case studies, surveys and | | | | thrust of the content, on what the content should |
| polls that can be found all over the internet. Most | | | | be like. |
| of these studies provide general demographic | | | | Generally, the main idea of writing content is for it |
| information about internet users. If you're lucky | | | | to be able to provide useful information for |
| enough (since it is discouraged), you might even | | | | visitors in your site. You are primarily writing for |
| stumble with information regarding the searching | | | | the readers, the human visitors of your site, and |
| habits of different demographics. | | | | about the products and services that you have to |
| Once you have decided to use particular | | | | offer. Secondary to that idea is to provide the |
| information from the internet, make sure that it is | | | | search engines information so they could properly |
| from a reliable author or source. Incorrect and | | | | and accurately index your site according to its |
| inaccurate data proliferates all over the internet | | | | proper category, so anyone who wants to look |
| and it happens that you may be misled by others | | | | for something in particular, through the use of |
| to use them, so, see to it that the articles or | | | | search engines, would eventually find what he |
| studies you are about to use are made and | | | | needs. In other words, your content should be |
| conducted by certified educational institutions or | | | | both customer-oriented and search engine friendly. |
| known private companies so you will not have | | | | In order to do that, you need to plan properly on |
| any problems about their authenticity. | | | | how to do your copywriting. The whole text |
| Another effective source of information from the | | | | should be able to give them what they need and |
| internet are pages which rank high among search | | | | want to know about the products and services |
| engines especially those that are related to yours. | | | | you have. Hence, it is highly advisable that you |
| Analyze and learn the effective things they have | | | | read a lot of information about the subject |
| done to increase their PageRank and apply them | | | | product or service before you write the actual |
| to your work. You could also check out the pages | | | | copy. The goal is to become extremely |
| of your top competitors, you might learn a lot | | | | knowledgeable about the product, so you can |
| from them but be careful not to copy their stuff | | | | explore all the possibilities and play with its |
| as it is since they will be constantly checking out | | | | strengths and weaknesses and write everything |
| their competition. Copyright guidelines are finally | | | | that is needed. |
| catching up with those who replicate content, | | | | One important thing to remember is to write |
| ending blacklisted by major search engines. | | | | content that is unique. Copying content is not only |
| SEO forums are also helpful in guiding you about | | | | plagiarism and cheating but is also a serious |
| the latest trends in the Search Engine Optimization | | | | offense that could cause painful penalties under |
| business. Experts usually crowd in these forums | | | | existing Copyright laws. More and more Intellectual |
| to discuss the tricks and trends of the business. | | | | Property Rights watch dogs are reporting cases |
| Moreover, new updates and trends about Search | | | | of content stealing and have gained some grounds |
| Engine Algorithms and Technology can be found | | | | over the years. Major search engines are now |
| on these forums so it is highly advisable that you | | | | penalizing sites which illegally acquire content from |
| check out those forums. However, the forums | | | | other sources. Penalties include permanently |
| might be a little too complicated for beginners as | | | | putting sites under a blacklist, sort of a |
| terms often become too technical to understand | | | | "permanent not to contact sites" for crawlers. |
| even by seasoned users. | | | | Lawsuits and cases about web content writing are |
| About the words | | | | now increasing day by day, with more countries |
| Now let us go down to business! It is time to | | | | enacting laws on Intellectual Property Rights. The |
| know what are the keywords and keyphrases | | | | risks are just too great if you plagiarize and copy |
| you will use for your copy! The key words and | | | | content. So make sure that you quote or place |
| phrases would be the ones that you will use and | | | | endnotes when you choose to use parts of |
| try to integrate throughout the whole copy. It | | | | other's content. |
| would be the bait you place in the hook in order | | | | And lastly, your content should be written in plain, |
| to attract and hopefully catch your potential | | | | simple, and natural language so as not to destroy |
| customers. | | | | the natural flow of words as you write. Highly |
| First of all, you and your client should brainstorm | | | | technical words and terms should be reserved for |
| together (face to face if possible) about the | | | | highly technical discussions, and should be |
| keywords and keyphrases you want to use for | | | | discouraged for everyday internet use. |
| the copy. It is important that you brainstorm | | | | About the mood |
| together so that you will be able to stay true to | | | | You might be wondering what a section about |
| the brand and have an effective choice for use in | | | | mood is doing in a seo copywriting article, well, it |
| the search engine optimization efforts. You could | | | | certainly has a LOT to do about content writing. |
| make use of different keyword tools found in the | | | | The mood of the reader would certainly affect |
| web such as Keyword Discovery, | | | | the way he views a certain product or service. If |
| GoodKeywords, WordTracker, Overture, etc. | | | | you did not properly take care of the emotional |
| (issues regarding their usability and effectiveness | | | | side of your customer with your writing, consider |
| will be discussed separately). These tools can be | | | | him gone. Individual moods are affected by a lot |
| downloaded or used directly over the internet | | | | of factors; although primarily it is internal, external |
| should you choose to utilize it. | | | | factors could also affect his mood significantly and |
| In choosing keyphrases or keywords remember | | | | luckily what that individual reads is one of them. |
| to start with and use popular but | | | | First of all, you should be 'in the mood' for writing. |
| "not-so-competitive" terms since it would be very | | | | Good copies are mostly written by writers who |
| difficult to compete with more established | | | | are either inspired or enlightened with what they |
| websites if you have just been starting. The | | | | are about to write. Content writers should make |
| above-mentioned tools will help you determine | | | | sure that they are in this special mood because |
| which key words or phrases you could use. | | | | the consequence of the opposite would be a very |
| One word keywords are very difficult if not | | | | bad copy. A reader is also likely to be 'drawn' by |
| impossible to compete with as it would have a | | | | an emphatic copy written superbly which would |
| more general scope compared with keyphrases. | | | | eventually end up making the reader get what |
| For example, if you are trying to write content | | | | you are offering. |
| for a company selling educational toys, choosing a | | | | One thing you could do to achieve that is to utilize |
| keyword like "toys" would be a stupid idea since | | | | emotional appeal to the reader. Try to integrate |
| search engines would give around one hundred | | | | personal articles like "you", "we", and "us" more |
| million hits for that particular keyword, while | | | | often; try to get your visitors as involved as |
| changing it into keyphrase like "toys for students" | | | | possible. Avoid being too passive as it would |
| or "educational toys" would only have hits of | | | | prevent you from establishing a connection or a |
| around five million. This means that the chance | | | | relationship with your target reader. |
| that a web searcher would actually go to your | | | | Keep your readers or customers engaged with |
| website would be 100,000,000:1 under the | | | | your site. Make them think and interact by asking |
| keyword "toys" while choosing the keyphrase | | | | questions, giving riddles or trivia. All these create |
| "educational toys" means a chance of 5,000,000:1, | | | | an air of friendliness for potential customers, and |
| greatly increasing your chance of being visited. | | | | once you've made them comfortable reading, |
| Besides, customers are more likely to refine their | | | | they are more likely to respond positively to you. |
| searches since using or typing just one word | | | | As much as possible make them do all their |
| searches would mean being bombarded with a lot | | | | transactions within your site, give out all the |
| of unwanted information than they need, costing | | | | details about what you are offering so that can |
| more time and effort. | | | | know everything they need to know. Trying to |
| Your keywords should specifically target (1) the | | | | get online visitors ask questions and product or |
| product or service that you are offering and (2) | | | | service information offline will be too cumbersome |
| what people actually type whenever they use the | | | | for them so be as accessible as possible. |
| search engines in looking for products and | | | | ©Copyrighted by SEOGlobalPro All Rights |
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