Copywriting for Search Engine Optimization

When a search engine comes to your page, they're generally very restricted. They can't interact with your JavaScript and Flash applications like a real customer, and they can't interpret images. Text becomes key-- the search robots can read the page's text and draw judgements based on it primarily. If Google sees something it thinks a customer will like, that's a reason to send a customer there. Without sufficient quality copy to "close the deal", the ranking power of site structure and linking alone tend to hit a wall.

In fact, quality copy is so important, Google's own advice mentions:

"Many businesses put a great deal of emphasis on website graphics and on creating a visually interesting site, but many sites don't have enough text. Informative text is reassuring to visitors and it gives search engines something to crawl."

Search-Ready Copy

Okay, so copy matters. Truly search-ready copy, however, is more than writing a dozen pages on your specific topic and hoping they're interesting to visitors. Instead, it's a fairly sophisticated balancing act between:

Research to correctly focus the copy. Many firms fall into the trap of writing their entire text around "branded" language-- words they own or which tie into their marketing. However, if those words aren't matching up with the customer is searching for, the only rankings you will acquire are worthless. Every Web-Op project starts with keyword research to ensure you get content which sells.
High-quality writing. You know when a page is working too hard to hit keywords. The language becomes bizarre, clumsy, and unreadable. However, it doesn't just aggrevate the customer. A search engine can sense the ratios of keywords, and if you're outside the norm of credible writing. Web-Op has a writing staff with years of experience in developing copy which is both rewarding to read, and covers your ranking needs.
Fresh and original copy. It sounds easier than it is. For example, shopping cart sites are often hotbeds of duplicate content-- descriptions and names directly from the manufacturer, and appearing on many sites. Why make yours #1 from all those duplicates? If there's nothing unique and meaty in your copy, you're likely to get low rankings or penalized entirely.

Readability and Searchability

When it all comes together, the language is still inviting, yet covers the keywords. See some sample copy with keywords highlighted.

The world is getting the news about the hottest club in Las Vegas nightlife. L.A. Weekly spotlights Ivan Kane in their Special Las Vegas Supplement where readers can get a mouthwatering (decadent/scrumptious) taste of the "naughty yet elegant" burlesque nightclubs. This is the article to read if you want to know where the showbiz "in" crowd go for top-shelf Hollywood nightlife.

Meeting Specific Copywriting Needs

Web-Op's copywriting team can provide specialized writing services for many different marketing needs including:

Standard Web Page Copy. The main meat of most sites has to be content driven by keyword research and appropriate header content.
Product Descriptions. Escape the risks of copying vendor-supplied text and attract a specific targeted audience with cleverly rewritten product info.
Press Releases. A widely-published press release can acquire you powerful and relevant links. However, you need to craft a message which is newsworthy to get on the media's radar. Web-Op can help.
Syndicated Articles. Both traffic and links can come from an article which is syndicated. However, it's a fine line between attention-getting, link-worthy content and risking your company's image.

Articles

Blogging for Website Optimization