To achieve high search engine rankings your web copy (the content of your site) will need to be well written, useful, updated regularly and optimised. This article discusses how to go about this yourself vs hiring a copywriter.
Copy writing
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ontent is King! This is the mantra that should be in the back of your mind when considering what to include in your site.
Before thinking of involving a web design company, come up with a clear
idea of what your site is to achieve. Ask yourself the following questions.
- What will drive customers to my site?
- Which Products have a USP?
- Do visitors come for information?
- Do visitors come for Entertainment?
- Do visitors come for financial gain?
- How regularly will you update content?
- How will you generate repeat visits?
- Will your visitors generate fresh content?
- Can you afford to assign staff to respond to emails within 24 hours? 48 hours?
- How will your company differentiate itself above the competition?
Of course you might be looking to set up a content based site which
generates revenue through advertising. An excellent and thorough e-book on the
subject is From Chump to Champ.
The cheapest (best value) way of getting
this and many other bundled publications (inc. some instructional mp3s which I
found invaluable), is via
Google
Cash
Either way well written content is vital. This means readable and clearly useful to other people. It also needs to be relevant to your business objective. This may well mean copy writing on information which positions you as expert on a particular subject.
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For example I work in web promotion and my day is spent with Google Adwords or on web optimisation. I have studied and learnt (often the hard way) - so why not write about it?
Now elsewhere about this website I talk about the technical aspects of web
optimisation, but once you've tagged your page correctly it's the content that
does the work, e.g. pre-sell your proposition and re-emphasise the pages worth
on a particular subject.
"This may well mean copy writing on information which
positions you as an expert"
Whether you write your own copy or employ a professional copywriter, there are certain elements to be aware of.
- Knowledge of related keywords.
- Spelling and Gammar.
Related Keywords and semi-regular use of them in the text should be used where
natural. This optimisation means visitors will recognise their search term and
see your page as relevant too.
Each word is an asset, spelling it correctly adds to the value of the page. A mistake only adds to optimising
for miss-spellings. Chasing after these used to be thought of as a good tactic, but honestly within the text it just makes the site look amateurish.
