Writing Website Content for SEO
Search engines assign a rank to your website based on a large number of factors. One of the major factors used in the ranking process is your website content. Search engines cannot read images but they can read and understand text. If your website is full of targeted, relevant and keyword-rich web copy, that is structured in the right way, then your website will perform strongly and should rank in a high position. Alternatively, if you get this wrong you could find yourself with a website that performs very poorly and even gets penalised for irrelevant and sporadic content, regardless of how hard you are working on it.
When writing your website copy it is important to understand that you have two audiences; your customers and search engines. If you write the website copy using slang words or language that you may personally find humorous or ‘sexy’ then you may find that search engines do not fully understand it and are, therefore, unable to index and rank it appropriately. This means you pages will fail to make the impact you need. On the other hand, if you write web copy in a way that is too formal and technical you will alienate your audience because they will not find it very interesting or user-friendly. The key is to strike a balance but your main focus should be on your customer.
Effective web copy should be factually useful, relevant and designed to engage your visitor. The content must be structured with keyword-rich headings and body copy making it easy for the search engines to digest and index. This is both an art and a skill but once you have established a formula that works you can then roll it out across your website and achieve some substantial results.