Search engine copywriting has become an extremely important part of overall search engine optimization process. However, in addition, search engine copywriting has developed into a misunderstood craft.

Shoving keywords in anywhere they can possibly go is not considered search engine copywriting. The process is more defined than that. Successful SEO copywriting takes planning. Any half-hearted efforts at writing copy geared strictly toward engines will usually result in a decline in your customer's experience at your site.

What's best way to write SEO copy? Starting with a plan is always a good idea. Keep in mind, these are guidelines of techniques that can be used *IF* they make sense for your site visitors. I never recommend writing solely for search engines. In case of search engine copywriting, customer is truly #1.

1) Use Three Keyphrases Per Page - Not a carved-in-stone rule, guideline of three keyphrases per page gives good variety and helps keep copy from sounding too repetitive. I always choose keyphrases first - before I write - because they can have a direct impact on focus of page.

2) Have 250 or More Words of Copy - The length of your copy depends on several things: Your target customer's preferred communication style, whether product is new to marketplace, if a detailed explanation needs to be given, site design and many other factors. However, 250-word minimum gives enough room to get your message across and offer an effective level of keyword support. Remember though, it's all about customer. If your target customers prefer longer copy, write longer copy. If they like shorter copy, write shorter copy.

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If you’re like most small business owners, prospect of writing your website fills you with dread. You don’t know where to start and you’re not sure what to write. Or perhaps you already have a website and you’re wondering whether it’s really working to build your business.

Well, here’s some good news. Follow simple steps below and you’ll have laid groundwork for an effective business website that will not only turn visitors into customers but will also rank well with search engines. And you can achieve this in just 60 minutes … maybe less.

The reason for a 60-minute time limit is that it forces you to focus on key aspects of your business.

Of course, in 60 minutes you won’t be able to write everything you’ll ever want to include on your website. But you will have basic information that your customers need to do business with you. And you’ll have a website that’s already way ahead of most small business sites in terms of effectiveness.

Step 1

So let’s start. The first step – and one that most people overlook - is to think about words and phrases a potential customer would enter into a search engine to find your site. Website designers and copywriters usually call these “keywords”.

For example, if you’re a dentist in Christchurch, you might come up with “dentist, Christchurch, NZ” plus other phrases such as “dental services”, “cosmetic dentistry” and any other field of dentistry that you specialise in.

Take a few minutes to think about these key phrases, as they apply to your business. Imagine you are searching for your business in a search engine. What words would you enter? Remember, people tend to enter phrases of two or three words into search engines, rather than single words. Once you have selected three or four key phrases, these will become foundation of your website content. This should only take 5 to 10 minutes. It is a vital step that most businesses neglect when writing their websites.

You will need to keep this list of phrases in front of you as you write your pages, and make sure your keywords are on every page.

Step 2

Now it’s time to start writing your home page. The first step is headline, which must catch attention of your readers immediately, otherwise they may click away without reading further.

Your headline should contain your most important key phrase. It may be as simple as “Bill Gummer, Dentist, Christchurch, New Zealand”. But don’t just put your company name in headline. It must tell reader exactly what your business is about. Another five minutes for headline.

Step 3

The next step is to write two or three sub-headings. These must tell reader what your product or services can do for them. For example, continuing dentist theme, you might say: “Are you looking for a dentist who will ensure you feel no pain during your treatment?”. Or: “Top quality dentistry at an affordable price”. Or: “Cosmetic dentistry is our speciality”