writing for the world wide web

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Writing for the World Wide Web


SEO copy writing is different towriting for print

Generally the same rules for spelling and grammar apply


Why is it different?

The way people use the Internet

Looking for specific information – quickly

Reading on screen: usability considerations

Context in which readers engage with your content is different

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Is content still king?


Less is more

Quality content is king

Not about size or volume of content

About the value visitors derive from it


What is SEO copywriting?

Used to be about targeted keyword phrases in certain frequencies and densities

Search engine algorithms have evolved: take into account what others think about the content and how

they describe it in links

Not only the frequency of keywords within a document that

determine a page’s ranking.


Really, all web copywriting should be optimised

Captions

File names

HeadingsNavigation

Summaries Meta data

Page content


Keywords and keyword research


Research Tools


Get specific

Use words and derivates to make up longer, more specific

key-phrases

Hard to rank for broad keywords

Traffic is less qualified


Evaluating keywords

Search volume not the only metric to consider

Think about niche, call to action, relevance


Highly Relevant

If you create content that is tightly focused on a specific topic or theme, you will eventually build

credibility and “authority” with search engines in a specific area

Develop a valuable resource and ensure returning visitors


The keyword density myth

There is no such thing as an ‘optimal keyword density’

Keyword density says nothing about the document’s relevance to a search


Attention

Interest

Desire

Action

AIDA


One-size-fits-all approach of traditional push media does not work when it is applied in the online space

Know your audience and what they care about.


Copy needs to speak to individuals and be targeted

What is the dominant activity on the web? Reading!

3 truths for writing killer content:

The Importance of Personas

1. Driven by millions of years of conditioning, your customer’s focus on their own needs and those of

their family and loved ones 2. To make a customer feel special means

understanding what they care about

3. What they really care about can sometimes be the opposite of what you care about.


The Benefits of Personas

1. Externalise the target of the writing process2. Think about their needs3. Empathy


It is a fallacy that you can reach everyone on the web


Example


Use verbs rather than adjectives to describe things

Tips

Remember to talk about features rather than benefits

Make it scan-able

Keep the usage of keywords and key phrases natural


Short copy isn’t a sign of laziness. It’s far more difficult to write concisely and make a point than it is to use

lots of words

Best to conform to standard English, correct spelling and grammar does lend itself more to credibility

Write in the active voice as much as possible. Simple and straightforward word order is most accessible.

Tips


Be honest and upfront

Structure your site well

Offer unique and quality content


Writing is a craft and it takes skill and practice to master

the art of brevity.


Remember the 6 C’s

Is it compelling?

Is it complete?

Is it clear?

Who cares?

Is it correct?

Is it concise?

Questions?



References

Clark, B. 2007. The five essential elements of search engine keyword research [Online]: Available: http://www.copyblogger.com/the-5-essential-elements-of-search-engine-keyword-research/ [24 August 2009]

McGovern, G. 2006. Killer web content. London: A & C Black Publishers

http://www.copyblogger.com/the-5-essential-elements-of-search-engine-keyword-research/

http://www.copyblogger.com/the-5-essential-elements-of-search-engine-keyword-research/

writing for the world wide web

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