Copywriting

What are the key points in marketing sales copywriting that build search engine relevancy?

When you think about a product that you use, does an image come to mind? More than likely it does, because of the way our minds work. Taking this as a starting point when creating marketing sales copywriting; the words people that you use influence what they think and how they will respond to your message. The goal is to translate the benefits the person will receive when they use whatever product or service you are describing by creating an image in their mind.

No matter which way you slice up the pie, marketing is still about tuning into the network of human emotions which play a huge role in the purchase decision. Images that accompany advertising work best when the words are chosen with attention to this fact. There are several elements that create effective marketing sales copywriting, however what works in a print newspaper or magazine may not create the relevancy needed for the search engines.

Pay Attention to ‘Stop’ and ‘Power’ Words in Search Engine Optimization and Marketing Sales Copywriting

Aside from the domain name and TITLE tag of the website, the content that’s within the HEADING tags (H1, H2, H3 etc) get the attention of the search engine robot quickly. Using keywords here works to focus the reader’s attention as well as provides a solid piece of content for the search engines. With the attention span of the average person dwindling by the moment, it’s extremely important to choose your headline text to motivate the person to keep reading. That motivation comes from the emotional response to what they read.

For example, let’s look at two headlines :

1- “This is the Most Revolutionary Dental Product Discovery in 50 Years!”

2- “Medical Research Studies Prove Tooth Sensitivity Product Effective”

While both of these headline may grab attention, for the search engine robot, Headline Number 1 doesn’t provide enough substance. Using adjective like ‘revolutionary’ ‘exciting’ and ‘awesome’ may sound great, but how many times have you searched for a ‘revolutionary product?’ For the human visitor the words ‘revolutionary’ and ‘discovery’ could easily throw up the red flag and send their cursor to the back button of their browser.

The words used in Headline Number 2 are more relevant. Why? Because it’s more specific: the keywords ‘medical research studies’ along with ‘tooth sensitivity’ are more closely related to what people are searching for than ‘dental product.’ However avoid using this type of phrase if you cannot provide the citations to support it or the reader will feel deceived.

The other reason why Headline Number 2 will rank better is because of the evidence statement. Particularly when you are writing about anything health-related, people want to know it’s safe. When you are producing marketing sales headlines, think about the main resistance points like; safety, effectiveness or quality that are in the readers mind and find a way to address them from the beginning.

A variety of SEO experts have compiled a list of words that ‘stop’ the data processing flow; these words are valid, but filtered out by robots during their review of content. But if you think this list are primarily conjunctions like; ‘and’ ‘with’ or common words like; ‘the’ or ‘for’ prepare yourself to be surprised. If you are serious about marketing sales copywriting, be sure to visit Link Assistant. Here you will find a comprehensive and up-to-date list that includes quite a few words needed to make content easy to understand, such as;

  • always
  • seems
  • make
  • however
  • could
  • next
  • without
  • you
  • value
  • under
  • hello

While it may be impossible to avoid every single one of these ‘stop’ words in your content, it’s a good idea to limit your use of them in Heading tags and headline text. The other set of words to be wary of are those that fall into the ‘hype’ category which are the words people have come to dislike.

Attuning your writing to the emotions that different words stimulate can help you avoid hype and embed your message in the reader’s mind. Creating marketing sales copywriting that builds search engine relevancy requires you to think, but more importantly to understand how language influences human behavior that drives decision-making.

Next up: Using Power Words in Marketing Sales Copywriting to Influence the Purchase Decision

The Challenge of Being a Copywriter for the Internetby Suneva Lightfoot

*Copywriting

*Copywriting (Photo credit: Bazstyle | Photography)

Google dominates the world of search engines and as a copywriter myself, along with everyone in the Codeland crew, we were really happy to see their increased focus on the use of relevant keywords in website content. There are dozens of articles and tutorials on keyword research, unfortunately most of the information is too generalized to produce results. Relevant keywords are even more important today because of the increased online competition; but when it comes to copywriting, some clients insist using these general terms to deliver their message. Relevancy, or how closely a term relates to the subject,  is one of the things that differ between writing copy and copywriting.

What IS Copywriting?

Whenever I tell someone I am a copywriter, they often ask me: “what is copywriting?” In essence, my job is to use language in a way that distributes information to promote and publicize a person, an idea, a service, a place or a product. It’s the descriptive use of words used in marketing and advertising activities. The idea is to motivate the reader to take action, i.e. , “Clip this Coupon and Save $5 on Your Next Purchase” in an offline newspaper or “Follow This Link for Your Free Income Calculator”  on an Internet website.

A copywriter needs more than just a good command of language; an understanding of how language effects behavior is essential. It’s a proven fact that some words and phrases are more effective than others that mean the same thing.  If you drill down into the science even further, you’ll discover that these words are connected to primal human motivators; love, power, recognition and security.

What are Relevant Keywords?

The words a person uses when they search the Internet is usually more related to the solution they want than the product or service itself.  Understanding what’s beneath the surface of the features and benefits of a product or service are the keywords that make it relevant to the person searching for it. For example, a person looking to buy a lock for their door, might use the search query: “how to prevent robbery.”  A copywriter has to also consider the variables of the service or product. For instance, is it something that has a geographical reference? The language, phrasing and tone used to promote Texas barbecue is not the same as what would be used to promote McDonald’s.

Copywriting, Search Engines and Website Content

Google’s focus on “relevancy” as one of the qualifying points in ranking  websites has made the job of being a copywriter a little easier.  There are many websites that have misused keywords in their META tags and their content to gain high rankings in the search engines.  More times than I would like to remember, I have visited web pages that  reduced to gibberish because of the over use of keywords throughout the content.

On the other hand,  if the website title is “Sea Turtles in Madagascar” and the content is about scrapbooking, it also will fail to meet the visitor’s expectations.  Not only will this produce a poor ranking in the search engines, it will undoubtedly frustrate the Internet user who is searching for content related to the title of the website.W

hen you produce quality, relevant content you empower your visitor and increase your exposure.  As a copywriter and a website content producer, the challenge is to phrase the information to please humans and search engine bots at the same time.

Okay, So How Do I Do That?

Start with the basics to build your foundation. It definitely is important to know:

  • who can use the information you want to distribute,
  • why it will be of use to them,
  • what benefits it offers them
  • where they are looking for the information

Then start building your message by drilling down to the motivations:

  • what is the basic need that your information is related to
  • which terms are people using to search for it

All of this information is what the experts call “long-tail” keywords, combine them with your primary keywords and then you can begin to create the information for your website content. The more useful the information you offer to the reader, the greater your credibility and reader-loyalty will become.

It’s All about the Reader

Crafting your content so that it informs and provides the reader with a way to use or enhance the knowledge they receive brings even better results. Related information such as reference books, events, products or services depending on the subject of your content. An excellent resource for combining different methods to deliver knowledge to your audience is Lynda Felder’s book “Writing for the Web: Creating Compelling Web Content Using Words, Pictures, and Sound.”.

Keep in mind that when you are writing for your website, you best bet is to approach it like a conversation, instead of a report. A conversational tone engages people and helps them fully understand your message. However, respect your visitor’s time; get to the point of your paragraph quickly or you risk losing their attention.

A face to face conversation doesn’t include the shorthand code that’s used when sending text messages on a mobile phone.  So it’s a good idea to resist the temptation to use it when you write the information for your website,  unless of course, that is what your website is about.  It’s very convenient to think that everyone understands what these abbreviations represent, but that’s not the reality. It’s worth remembering that many of these terms have a short span of popularity; a few months from now, they may no longer be used. If you use these terms today, will your content make sense a year from now?

Providing information that makes sense and is easy for the reader to understand is probably the most important part of being a copywriter.

Next time, we’ll take a look at some of the technical  tools you can use for copywriting for relevancy.  Thank you for taking time to read this article.

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