Whether they have attended a seminar on the subject, read an article or been recommended to the process, many businesses are aware of the importance of SEO and the benefits of the practice; from attracting the attention of search engines to gaining new customers the benefits are widely known.
Because of this increased awareness of what SEO is and the benefits many businesses make the mistake of attempting to do their own SEO copywriting or delegating the task to one of their own staff, something that should not be done if they’re not experts in writing for the web.
Inadequate keywords and rules
Many people read about keywords and their importance and make the mistake of stuffing their content full of keywords which are neither relevant nor serve any purpose. In order for search engine optimization to be effective, the keywords which are used have to be relevant to the content and the business in question (because this is what allows the search engine to find the business in question when a relevant search is requested) but also, the keywords should be used in the right frequency. The difference between a business doing their own SEO and employing a professional copywriter is that the professional has the experience of knowing the importance of keywords and their use.
Not knowing the rules
With many content marketing techniques there are certain rules which should be followed and adhered to in order to get the best possible results. SEO is no different and in addition to following the various rules in order to guarantee the results, there are also ethical and non ethical techniques. For example, keyword stuffing as detailed above is known as a “black hat” technique and is non-ethical. Not only does it give limited success but any which is received is only short term as the majority of search engines have ways of searching for these techniques and punishing the websites which use them. The above is just one example of many rules which are relevant and applicable to SEO copywriting and these often highlight the difference between a professional and a non-professional.
Poor copy shows no consideration for the human reader
Although SEO is important in targeting the search engines, it is essential that businesses remember their human readers. Getting people to enter or access a website is important and this is the main purpose of SEO but without good quality, engaging content, that person is unlikely to stay and become a customer. Therefore, any SEO copywriting which is undertaken should always take into account the human reader and their experience as well as the search engine and their requirements.