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Copyright 2006
Copywriting: The Key to Website Optimization
You've heard it said before. Words are the underlying currency of
today's business world. Words wield power that controls the entire
planet...and words have the power to influence people, alter beliefs,
and even shape the destiny of the world. On the Internet, the
wordsmiths are the Web copywriters…the ones who get people to
click, sign up, read, register, order, subscribe or take action that
eventually leads to sales.
Online copy requires a very special writing style! It’s all about crafting tight, compelling copy that sells
fast and then sells some more. It’s not just about page titles, meta tag descriptions and keywords.
It’s about “relevant” search engine-friendly-copy that reflects each of these. Copy is King!
Websites must be seductive. It’s well-known in marketing that “people buy on emotion and justify
with logic.” Your mastheads and headlines have to reach out and grab viewers. In the words of
copywriting expert, Maria Veloso, “the only objective of your headline is to get your prospect to read
the opening sentence. The only objective of your opening sentence is to get your prospect to read
the second sentence”…and so on. Headers must be compelling and contain power words to build
interest.
Since the online virtual experience is linear, it’s crucial to place your most compelling info and offers up
front…at the top of the leading page and subsequent pages. We only have a few seconds to “wow”
our audiences online…to attract their eyeballs. We have to give our viewers an instant who, where,
when, what, why and how. If not, with just one click of the delete key, they can dismiss us forever.
The secret of great Web copy is preparation and research. “A problem well-defined is half solved.”
Preparation is 80% of content creation. Thoroughness leads to flowing, hard-hitting copy.
Here’s another key: You must show Hot Benefits. Subheads and copy must give viewers the benefits
they’re looking for. They’re really buying “what you can do for them,” NOT the features of your
product. You must spell out how what you’re selling provides the solution to a problem, or the
attainment of a desire.
Very importantly, your on-page content must be constructed for higher search engine rankings.
Although each of the search engines measure criteria differently, applying the following
recommendations will positively influence your placement potential.
Keyword Prominence
Prominence is described as "early occurrence" and "dominance.” Generally, keywords that appear
earliest in Web Page Title Tags, Meta Descriptions and Main Body Text carry greater website ranking
value. Keywords in larger type sizes, bolder fonts or italicized within page content, are given higher
ranking weight.
Keyword Proximity
Typically, users prompt searches using multiple keyword phrases. Matching the search phrase word-
for-word carries the greatest ranking value. As an example, the matching phrase, "Website
optimization services" is stronger than the individual words "Website", "optimization" and "services"
used separately.
Keyword Frequency and Ratio
Frequency is the number of times a particular keyword or keyword phrases appear within a measured
location. Ratio (weight or density) is the total number of keywords divided by the total number of all
words. For example, two keywords within an eight-word title tag would result in a 25% ratio.
Each unique search engine applies differing value measurements of frequency and ratio based upon
its algorithms. These statistical models change often and are tempered by the level of Web page link
popularity. It's a complex process of balancing to the unique preferences to satisfy the general core of
search engine ranking criteria.
It’s best to utilize a Keyword Phrase Strategy before drafting copy. Initial drafts should be prepared
with keyword inclusions that complement the natural flow of the message.
There are many more keys to online copy success. Keys such as the usage of “anchor tag” links in on-
page copy, autoresponder emails to capture prospects and video and audio downloads personalizing
your Website, etc.
We’re eager to share them with you!
Copywriting
