SEO copywriting has a bad name. Gate-crashing our content parties, boring us with tedious repetition and ruining the natural flow of conversation.
But rather than being an unwelcome visitor, SEO must be accepted as a part of content creation. After all, its mission in life is to bring together the consumers and creators of original content. If it’s brought into planning meetings and involved in the strategy, SEO content can have style AND popularity. A key player who is ushered to the front, rather than a conspicuous latecomer spouting one-liners.
The chances are that if your SEO techniques are a turnoff for web visitors, they’ll be equally offensive to search engine crawlers. High keyword density, repetition, spurious landing pages and inappropriate links are like signs of a website wannabe, rather than symbols of content credibility.
SEO copywriting that will make the Google guest list should be:
• Consistent – taken through urls, metatitles, headings, content and links
• Intriguing – new and relevant enough to be liked, shared and bookmarked
• Stylish – maintaining grammar, flow and tone of voice
• Selective – incorporating shrewdly-chosen keywords in moderation
As is always the case with style and practicality, beauty and utility, it takes effort and compromise to create a happy union. Balancing SEO with creative craft will please both readers and search engines, giving web visitors what they deserve – fresh and fabulous digital content.
If you’d like to discuss SEO copywriting, contact me.