One of the key elements of success online has been and always will be “ad copy.” But with the increasing importance of online search, it is creating a tug-of-war between writing good copy that will also have some search engine significance.a
Without obsessing on SEO, we still must be aware that certain phrases will be important to aid our customers in their searches. We must come to somewhat of a middle ground without sacrificing too much in the ad copy.a
Here are some tips on how to do it:
1. Don’t be ignorant: No matter what decision is made in blending good copy with SEO, we shouldn’t be ignorant of the numbers involved. We need to know what search terms are best for our customers to find us with. From our point of view we may think that it is for our benefit, but really, if you believe in your product and services, this is a customer issue. We do need to know what our keyword statistics are.
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2. Don’t try too much: Once you know what your important keywords are, target one or two phrases per page. If you try to incorporate too much, it could kill your copy.
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3. Incorporate your keywords into a phrase: Find a couple of keywords that fit together and use that in your copy consistently throughout the page. This fits in with both the purpose of copy and keyword search.
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4. Control your external links: If you have any control over links that point to your site, for example through directory listings, among other things, you can make your link text integrates your keywords. What’s so important about that? If you drive traffic through the link text, then there is less concern about making use of the keywords on the page, letting you concentrate on copy rather than keyword integration.
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Use these techniques and you will be able to help your customers to find you without sacrificing great copy that compels and sells.
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