SEO copywriting

Believe it or not, copywriting isn’t just copywriting. Web copywriting differs from print copywriting. SEO (search engine-optimised) copywriting is the technique of writing the text on a webpage in such a way that it (a) reads well for the web user and (b) targets specific search terms. Its purpose is to rank highly in the search engines for the targeted search terms.

The idea behind SEO copywriting is that search engine spiders are looking for genuine content pages and not ‘doorway pages’ that are created for the sole purpose of achieving high rankings or conversion. You also can’t just shovel your print copy onto your website, close your eyes and hope for the best. It doesn’t work that way.

SEO copy is about conciseness, coherence, style and power – as well as about strategy and the placement of relevant search terms. In web copywriting, every paragraph, subhead, sentence and word has a role and purpose. It's about detail, about sequence, about pace and flow. And when you do it right, the 'construction' becomes invisible and you have a great piece of writing that compels the reader to do what you want them to do.