Write for People Not Search Engines b

Search engines grant high rankings to Web sites deemed most relevant and valuable to the user; therefore, writing for search engines and writing for people are not mutually exclusive concepts. By strategically weaving a few target keywords into original, well-written content, you can accomplish superior organic rankings and persuade readers to become customers. The ultimate goal of any search-engine optimization (SEO) campaign is to achieve long-standing, organic rankings with popular search engines such as Google and

Write Original, Persuasive, and Natural Content

Yahoo. Although content is not the only thing that search-engine algorithms take into consideration when ranking a Web site, content is arguably the most important. Therefore, if your goal is to obtain high organic rankings for your Web site, you must produce high-quality, original content that contains the keywords that you want to rank for.

If your content is original, persuasive, and has a natural tone, search engines tend to recognize it as worthwhile and therefore rank it positively. Conversely, if your content is overtly — or even worse, covertly — stuffed with keywords and the only purpose of the content is to manipulate search-engine results, search engines will eventually remove your content from the search results. Packing too many keywords into your content creates an awkward tone and unnatural flow. Even worse, when a search-engine spider detects superfluous keyword use, it deems a site "spammy" and devalues it accordingly.

Structure Your Content with Your Reader in Mind

For a beginner copywriter, it is beneficial to view content as your Web site's salesperson. It is enormously important to outline and structure your content to be as helpful and informative as possible. Your content must address the gamut of possible questions and concerns your reader may have regarding your product, service, or message. List the benefits of your product, service, or message and provide information that addresses any questions or concerns you might have as a reader. Supply genuine, thought-provoking product information rather than hollow, stale slogans. Writing distinctly helpful and user-friendly content makes your page appealing to humans and search engines alike. Before writing any content, ask yourself some questions: What are the benefits of the product, message, or service? What concerns would I have as a consumer or reader? What is truly exceptional about this product? By answering these types of questions, you alleviate any confusion or apprehensions your reader may have regarding your product, increasing your chances of conversion. People and search engines alike value comprehensive, useful information, not slogans and vague appraisals.

Avoid Poor Grammar

Search engines value the elegance and accessibility of your writing. The search-engine spiders are aware that clumsy sentences and poor grammar are displeasing to human readers; therefore, your grammar should be of the highest caliber. Search engines tend to devalue any content containing awkward sentences, clichés, erroneous grammar, or writing considered aesthetically abrasive to a reader. By keeping your prose elegant and distinctive, you increase your Web site's chance of attaining high search-engine rankings. It is also important to keep your content accessible to the average reader. Content that is too academic or esoteric in nature is going to confuse the average reader, costing the Web site potential conversions. Do not alienate the average reader by writing in a style more befitting to a doctoral dissertation than a Web page. However, content that comes across as elementary is going to generate minimal excitement and make your site look unprofessional. The key to writing accessible yet impressive content is determining the level at which your target audience reads. Besides overly academic diction, the use of colloquial language, slang, and industry jargon also detracts from the universal accessibility of content, which may lead to poor organic rankings.

Write Useful and Informative Content

Using Bold-Type Headings

It is important that your content be informative, concise, and easy to navigate. Readers on the Web are said to have an exceptionally short attention span, so avoid verbosity in your ad copy. Write in a concise manner and use headings, subheadings, bold type, and similar formatting that illustrate the information contained in each subsequent section of your page. Start all subheads, paragraphs, and bullet points with information-carrying words or action phrases that users can notice while scanning down your content. Keep in mind that users visit your Web site with a specific objective in mind. Readily accessible information increases the reader's chances of achieving an objective in a timely fashion. Readers are more likely to purchase or subscribe to your product or service if you make it easy for them.

Provide bold-type headings that inform on the nature of each subsection, affording the reader an overview of the site's benefits at a glance. Furnishing readers with easily accessible, detailed information is the best way to keep them reading. Many inexperienced copywriters make the mistake of writing their material in one large block of content without headings that grab the reader's attention. Some readers are looking for specific information, and consider the task of reading the giant blocks of content to be too time consuming.

Write with an Original Voice

Using Call-to-Action Statements

Present your readers with readily accessible call-to-action options such as Sign Up Today or Register Here, prompting them to act on the information you provide. Make your call-to-action prompts eye catching, reminding readers that they can take action whenever they feel ready. Calls-to-action make your site's user experience more engaging, allowing users to read and act at their own pace. Do not assume that average readers are inclined to read on to the bottom of your site before they make a decision.

With practice, copywriting becomes a learned skill. The process of becoming a skilled writer includes paying special attention to the originality of the writing. Originality requires you to make certain that your voice is the most powerful component of the content. Even if you are writing content that is technical in nature, you need to spend time to understand the material well enough to explain to the reader with your own voice. Writing with an original voice makes your content valuable to search engines and naturally compelling to readers. Writing in a manner natural to you translates as natural to your audience.

Write Interesting Content in a Friendly Tone

Use the tone of your writing to capture your readers' attention and keep them interested in your work. Employing a friendly tone in your writing results in a positive response from virtually all readers. You can use a friendly tone and humor in your copy to make your Web site more personal and engaging. One of your main goals is to keep readers engaged long enough for them to read all the facts; the best way to accomplish this goal is to entertain while informing. Keep your content interesting and persuasive, and you will be pleased to find that not only people but also search engines will enjoy it. It is a fact that the vast majority of content that is ranked on the front page of major search engines also tends to be the content that is deemed most valuable and interesting to readers. Therefore, write quality content that people like, and search engines will rank it accordingly.

Continue reading here: Evaluate Potential Linking Partners

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