by Karon Thackston © 2005 http://www.copywritingcourse.com
When it comes to search engine optimization, copywriting plays a big role. You want to have excellent copy that appeals to both your visitors and engines in order to create pages that will rank highly. However, sometimes there can be potential problems with fitting copy into certain types of sites. Due to space constraints, page layout requirements or other issues, some site owners hesitate to include SEO copy thinking it will detract from visitor's experience. It won't if you do it right!
Gigmasters.com is a database site that allows visitors to search for any number of entertainment options then book them directly from site. They segmented their target audience by events visitors would book entertainment for (i.e., wedding entertainment, birthday party entertainment, etc.) Pages were then created for each entertainment type.
Gigmasters.com wasn't ranking highly for its keyphrases on a number of pages. In fact, for page we're focusing on in this article (see original copy here: http://www.copywritingcourse.com/gigmasters-original-wedding.pdf), Gigmasters.com wasn't ranking in top 50.
The page desperately needed more copy. The concern was that visitors would be distracted by addition of more text. After all, customers who come to a site to book entertainment are going to focus on information in each performer's bio… not copy on category page, right? As we found out, this was not at all true.
In addition to quantity (word count), page also needed quality. The one paragraph of copy that was on page was rough and sounded awkward.
Writing copy that appeals to site visitors and search engines should be goal of every SEO copywriter. You never want to sacrifice one for other. However, I knew that adding a long block of copy right in middle of page would not be using good judgment. Good thing nobody ever said all your copy had to be in one place!
By breaking copy up and adding short blips under each section of page, we were able to include enough text to support chosen keyphrases. At same time, we were able to help visitors make best choices for their wedding entertainment.