How successful SEO copywriting boosts searcher usability
Read the latest search engine writing information! Buy the updated SEO copywriting book today - on sale now!
Some argue that it's impossible to create search engine-optimized text that's worth a darn. The very act of weaving keyphrases into a marketing blurb sabotages the messaging so much that both the usability and pitch are lost.
Now that's just not true.
Yes, you do have to format your text differently on the Web to ensure usability while keeping your keyphrase flow. But it's certainly not impossible to have everything -- good usability and savvy SEO writing. There is no reason to write your document chock-full of keyphrases when you don't keep your marketing and informational flow in mind. And yes, this means good copywriting that makes sense, flows well and is easily scannable by your reader.
For instance, using benefit-rich headlines and subheadlines within body text copy enhance the reader's ability to scan text. It's also a great place to include keyphrases. People can quickly scan your headlines and determine what you offer and what your benefits are, and the search engines consider emphasized text more important. Right there, you've successfully combined usability with SEO writing.
Neither readability nor usability evaporates within the search engine writing mix. Search engine copywriting simply ensures certain phrases appear enough times within the text. And it can still pack a mean marketing bite. Jill Whalen's case study, "From Rags to Riches With Successful SEO," clearly demonstrates that good copy doesn't just snatch good rankings. It can transform a business' revenue model.
Next: SEO case study