by Karon Thackston © 2003 http://www.copywritingcourse.com
Copywriting is a primary factor when it comes to achieving good search engine placement. However, many times all that is done is to include keywords in tags of a page and to include a few keyword mentions. While not extremely difficult, writing for engines is a little more complicated than that.
Know Your Keyphrases Before You Write
It is much easier to create search engine copywriting if you know which keyphrases you’ll use before you begin to write. Going back and editing existing copy to achieve higher levels of keyword saturation is a challenging task that often ends in broken sentences, confusing statements, and copy that sounds stiff or forced.
If you know which keyphrases you’re optimizing page for, you can create a more complete plan of action.
Let Phrases - and Your Audience - Dictate Your Direction
You simply *must* know your target audience before you begin writing. There’s no way around it. It is virtually impossible to write copy that will persuade a site visitor to buy if you have no clue about his/her needs, wants, or problems.
Once you’ve taken time to investigate your preferred customer, stop and do a little brainstorming. What are your customers looking for? Can you offer solutions to their problems? As you ponder, keep your keywords fresh in your mind.
As you come up with solutions for your customers, phrase them around your keywords. It basically works as a puzzle. You know your target audience; you know your keywords; now put two together to create compelling, search-engine-friendly copy.