Creating A Search Engine Copywriting Plan

Written by Karon Thackston

by Karon Thackston © 2005

Search engine copywriting has become an extremely important part ofrepparttar 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 towardrepparttar 105140 engines will usually result in a decline in your customer's experience at your site.

What'srepparttar 105141 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 forrepparttar 105142 search engines. Inrepparttar 105143 case of search engine copywriting,repparttar 105144 customer is truly #1.

1) Use Three Keyphrases Per Page - Not a carved-in-stone rule,repparttar 105145 guideline of three keyphrases per page gives good variety and helps keeprepparttar 105146 copy from sounding too repetitive. I always choose keyphrases first - before I write - because they can have a direct impact onrepparttar 105147 focus ofrepparttar 105148 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, whetherrepparttar 105149 product is new torepparttar 105150 marketplace, if a detailed explanation needs to be given, site design and many other factors. However,repparttar 105151 250-word minimum gives enough room to get your message across and offer an effective level of keyword support. Remember though, it's all aboutrepparttar 105152 customer. If your target customers prefer longer copy, write longer copy. If they like shorter copy, write shorter copy.

3) Write In Natural Language - "Natural language" is a term popular in SEO copywriting. It means thatrepparttar 105153 reader should not be able to (or should barely be able to) detect what keyphrasesrepparttar 105154 page is being optimized for. The copy should flow as if it were not written withrepparttar 105155 search engines in mind. You don’t wantrepparttar 105156 copy to sound forced or stiff. When you generate ideas forrepparttar 105157 page copy, keep your keywords in mind. Ask yourself whether you can use them inrepparttar 105158 copy in such a way that they won't be obtrusive.

How to write your website in 60 minutes

Written by Chris Mole

Don’t be daunted atrepparttar prospect of writing your website copy. Here’s a simple outline that shows you how to compilerepparttar 105137 framework for a successful business website – and it shouldn’t take more than 60 minutes.


If you’re like most small business owners,repparttar 105138 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. Followrepparttar 105139 simple steps below and you’ll have laidrepparttar 105140 groundwork for an effective business website that will not only turn visitors into customers but will also rank well withrepparttar 105141 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 onrepparttar 105142 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 haverepparttar 105143 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 aboutrepparttar 105144 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 becomerepparttar 105145 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 isrepparttar 105146 headline, which must catchrepparttar 105147 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 inrepparttar 105148 headline. It must tellrepparttar 105149 reader exactly what your business is about. Another five minutes forrepparttar 105150 headline.

Step 3

The next step is to write two or three sub-headings. These must tellrepparttar 105151 reader what your product or services can do for them. For example, continuingrepparttar 105152 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”

Okay, now you’ve spent about 20 minutes and you have a main headline and two or three sub-headings. These are what most visitors to your site will read first. Only later will they get torepparttar 105153 copy betweenrepparttar 105154 headings. This is why you focus first onrepparttar 105155 headlines.

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