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Content / Copy and Search Engine
Marketing
Knowing what you need in search
engine optimization and search
engine marketing will lead to
better decision making and
planning. Understanding the
importance of content or copy on
your page creates a foundation
for selecting quality content
over quantity. So...
What you need:
Integrate quality copy into a
precise layout with simple
navigation. Relevant,
original copy required.
Unique material which captures
your audience and keeps them
coming back. Impressive, easy to
digest copy with no spelling or
grammatical errors, plenty of
white space, and links to deeper
content.
What you don't need:
Syndicated copy you picked up
from those "free" article farms.
Duplicate content found across
the web. Feeds featuring the
same-old-thing. Any more reasons
for visitors to bounce.
Additionally, optimizing and
updating copy enables search
engines to crawl your pages more
frequently, thus landing better
ranks in search engine results
pages (SERPs).
I
Can Write, Why Would I Pay
Someone to Write?
Many people can write, few can
write well.
Nathaniel Hawthorne states it
plainly: Easy reading is
damn hard writing.
Writing for the web demands easy
reading or else.
Copy must be interesting. It
must be written for the web, the
web reader, and the search
engines. It must be optimized,
researched, proofread,
corrected, and edited. Grammar
and spelling must be flawless.
Your reputation depends on it.
Tone and atmosphere depend on
the audience. Does your site
encourage newsletter opt in's
for a weekly funny or are you
trying to build trust so
customers buy high ticket items?
The language in a personal blog
is distinct from language on a
corporate web site. Know your
audience, then know your
language.
To find an
experienced copywriter contact
us.
Syndicated Content: Is it a good
idea?
Depends on your goals.
Pros of syndicating your own
original articles include:
-
Brand name awareness - gain
more visibility through
bylines of quality articles.
-
Attracting visitors -
readers may seek you out
after reading an interesting
article to learn more.
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Increasing PR - quality
inbound links from
republication of articles
including your byline.
Cons
of syndicating your own original
articles include:
-
Obsolescence - over time
your article may become
obsolete, you won't be able
to modify every article
across the net.
-
Unauthorized Modifications -
posters may modify your
article without your
permission tarnishing your
original.
-
Revenue - if you monetize
your articles then allow
others to dilute the
articles through
republication you could feel
it in your wallet.
-
Mirroring problems -
duplicate content is frowned
upon more often these days,
Google for one may even give
a PR 0 for duplicate content
regardless of whether yours
is the original or not.
-
SPAM association -
republication of your
article by unknown entities
can associate you with SPAM
if the republisher is cited
with a SPAM complaint.
Syndicated articles picked up on
free sites will help little in
gaining PR or beefing your own
site. While you may occasionally
add an article of interest and
particular quality to your site
it is best to provide original
copy.
Visitors want fresh copy, so do
search engines. Providing what
the top two entities crave will
not only gain you PR and SERP
rank but could ensure return
visitors.
Your best bet: Maintain quality
content and keep adding original
copy.
Positive ROI
Positive ROI can only be
achieved by gaining trust and
repeat visitors to your site.
Your site must be listed in the
SERPs, trafficked by visitors,
and those visitors must find
relevance or they will bounce.
The now cliched slogan "Content
is King" still holds true.
Provide useful copy, provide it
often, and your chances of
increased ROI can't be far
behind.
Employ "white hat" techniques,
avoid anything that could
persuade search engines to drop
your site.
It may be in your best interest
to hire out a copywriter.
Someone well versed in the
industry to work exclusively on
maintaining your sites quality
by providing updates and
developing useful content on a
regular basis.
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