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What Is SEO Copywriting? And Why Is It Important?

Search engine optimization, or SEO, is the most important aspect of your marketing campaign. The content that you create to implement your SEO is your copywriting. If you do not have good web copy, then the major search engines will skip over your website, or worse, penalize it as one that can offer no value to people.

Here is a crash course on SEO copywriting and what it can actually do for your online marketing campaign.

SEO Copywriting is Important

Content is king. You may have heard this phrase, but what does it actually mean? It means that the major search engines Google, Yahoo and Bing are no longer rewarding site administrators who learn the “tricks” that can fool a search engine into raising the ranking of a website for a short period of time. Techniques that could have been used to this purpose even just a year ago have now been rendered useless. The only way to raise the value of your website in the eyes of the major search engines is to provide relevant and consistent content.

Your web copy has a great deal to do with the overall impression that your site gives to the major search engines. The copy that you have is what the search engines use to index your page. Indexing a page online means that the search engines put your content so that it can be easily found by people. If your site is about selling cat food, then you want the major search engines to list you under “cat” and “food,” not “skateboards” or “magazines.” The copy that you provide is what tells the major search engines that you want your site to be indexed a certain way.

How do the search engines determine bad content from good content?

There are many ways in which the major search engines can check your content. First of all, any site that has misspelled words or bad grammar will be punished. Yes, the same tools that you use to check for spelling and grammar mistakes can be used by computers as well! If you have low quality spelling and grammar, the search engines just assume that you did not spend a great deal of time on your content as a whole. Your page will be pushed down in the rankings.

Another easy way for the search engines to tell if your content is relevant is by checking your customer engagement. It is actually quite easy to see how quickly people click away from your website once they find it through an advertisement. If this percentage is high, then the search engines will assume that your content is not relevant. This comes from a time in which people would place popular content on their website simply to get clicks. For instance, an article about Justin Bieber would be placed on a site about cat food in the hopes that the millions of people who like Justin Bieber would also have a cat. This technique no longer works. Your site will be punished.

What can you do if you do not have the time to create your own site content?

If you do not have the time to make your own content that is relevant and consistent, there are firms that will do this for you, leaving you time to focus on the aspects of business that you do best! Without a doubt, SEO copywriting is one of the best investments that you can make in your company, so consider it!

If you don’t want to do it on your own, you can leave it to the professionals. 360 Online Marketing is an internet marketing firm in Boulder, CO specializing in PPC advertising, SEO and web design.

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