10 Tips to Search Engine Optimized (SEO) Copywriting
By Karyn Zoldan, BridgeMarketing.com

As you begin writing your search engine optimized Web copy, here are 10 important tips to embrace and implement:

Talk to the reader not AT the reader . Use the word "you" and "your" frequently instead of "we" and "our". The site should be written for the reader and be search engine optimized for the target audience. Don't write the site to stroke the CEO's ego; that's what a mission statement is for. Answer these questions for your readers/customers: What's in it for me? How can I benefit?

Use bold font and headings (preferably with keyword phrases inserted) to break up copy and help readers scan the text for importance.

Aim to get the most important information above the proverbial fold (what the visitor sees without scrolling down). Calls to action should also be above the fold and again at the bottom. Every page should have a call to action, whether it's for a free consultation, click here for more information, call us today, buy now, or whatever you want the reader to do next.

Make the first paragraph on every page the most important and fill it with appropriate keyword phrases.

Don't short-change your site with less copy. The search engines need to read keyword-rich copy on your pages so they can understand how to classify your site. Write the copy based on your keyword phrases and not the other way around. A well-optimized page needs a minimum of 250–350 words. Simply sticking keyword phrases at the top of the page or only in headlines no longer works in these competitive times.

Write 10 (or more) pages, each optimized for one or two search terms with valuable, distinct content is better than one page targeting 10 different keywords

Use shorter sentences and paragraphs instead of long ones.

Never try to sell your reader on the home page. Seduce them to continue – yes – and pique their interest for more, but selling doesn't happen on the home page. The home page is about information and building the relationship. A common complaint from Web site owners is that the readers don't go beyond the home page. That could be due to slow loading pages (not everyone is on high speed access) or a lack of informative, relationship-building content.

Talk to a global audience. Depending on your product or service, remember that you're most likely talking to a global audience online, especially if you're a B2C (business-to-consumer). Don't use pet names, idioms, or clichés. If you're a niche B2B then it's perfectly acceptable to tech-speak or use terms associated with your specific trade or industry, but still make your site friendly and approachable. Corporate puff-speak is verboten and a turnoff.

Lastly, be sure to proofread copy and don't rely on spell-check. It's best to read aloud the content and let another pair of eyes read it too.

Powerful Web copywriting should not only be search engine optimized but convert the customer and brand your business.

10 Tips to SEO Copywriting © BridgeMarketing.com 2004

Karyn Zoldan is owner of www.bridgemarketing.com. Does your business need effective, search engine optimized web content or an e-syndicated columnist with attitude? That's our specialty.

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