Copywriting SEO and websites
1. Write for people
Copywriting is now at the very heart of successful and sustainable search engine optimisation, ever since Google’s reliance on AI to determine optimal search results. SEO is a direct result of writing for humans, not robots, something AIs have become extremely proficient at spotting. Effective SEO writing therefore comes from knowing how to strike a great balance between copywriting search engine-friendly content, and copywriting customer-friendly content. Simply put, search engines love keyword rich content. Search engines despise keyword stuffing. Keyword stuffing is when an article on a web site is deliberately written with several instances of keywords designed to fool the search engine into thinking the article is relevant.
2. Don’t fool the bots
The rationale is that since search engines love keywords, so the more keywords they find in an article the higher that article will rank in searches. Not only is this technique irrelevant and useless, but also highly risky since search engines like Google can effortlessly determine which of these sites is keyword stuffing, and will penalise them for it by pushing their rankings very low. This is the worst SEO strategy and of course very poor SEO writing ethics. Quantico has trained team members at Google, and has worked on copywriting websites and SEO analysis for DBS / POSB Bank and Marina Bay Sands. Our success with these projects was a direct result of creating genuine content that performed through captivating interest, engagement, and curiosity.
3. Key to finding keywords
SEO writing in Singapore, or anywhere else for that matter, is about using words to keep SEO levels and customer interest levels high. A professional SEO copywriter will know exactly which words are trending at the moment, and be able to apply these to the appropriate industry or channel of communication. These words, their corresponding style, tone, and intuitive qualities will appear seamlessly across the screen and sustain high customer engagement. Needless to say, these words will also be picked up by the search engines resulting in fabulous SEO across Singapore and other intended target markets. A welcome side benefit is that better SEO writing results in better SEO not only in Singapore but across other unintended markets as well. Great web and digital content copywriters know the value and strategies for placing critical codes – called tags – into text and into images. The benefits are twofold and both very rewarding. Conversely, resorting to blackhat techniques will always lead to severe penalisation. Our digital research team works with AI technologies and confidently asserts the ability of search bots and algorithms to quickly distinguish between content written for people (great) versus that written to fool bots (disaster).
4. Accessibility and results
First, your site becomes easily accessible to those unable to view images. Accessibility is always a welcome consideration that communicates, among other things, common courtesy to your viewers. This itself is a bonus for more people to click your site. Second, your images now have tags — words — that the search engines are actively looking for. When they find these words they rank your site high, resulting in great SEO and great content. Essentially it’s a win-win for consumers and search engines. Copywriting for SEO is a skill fed by many channels, but has just one purpose – to get relevant, interesting content directly to those looking for it. That’s the best strategy and approach for SEO writing success.
5. It just clicks
Website and digital content is different from print content and has to be treated accordingly. This is the first truth to embrace when creating effective content through website copywriting for solid digital media platforms. What works in print is usually not the best system to replicate on an electronic platform. The fundamental difference between creating great print copy and great web copy is in the length and style required for each medium. Web content has to be styled concisely. This does not mean that web content has to be short. Instead, the style of writing must appear brief and easy to comprehend at first glance. Web and digital interaction take place through the medium of a screen.
6. Likeable links
Like any medium, a separate set of rules is required for effective implementation and success. Reading from a screen, even the best ones, is much more taxing on the eyes than paper. Great web content has people reading and sharing, not staring. For this reason alone, content that goes up on the web must balance clarity with quantity. Navigation, or electronic wayfinding is critical. Appropriate words and images must be easy to comprehend, and lead to further relevant content. All this is part of website copywriting and must be included in the overall plan of action. Most importantly, such navigation must accompany the style and tone of voice of the major content being published on the website. Website and application content is best kept genuine and informative. The best styles of website copywriting lead the customer to further inquiry and engagement in a short time. Information overload is a pitfall every organisation needs to avoid.
7.Platforms and people
Customers are always interested in further links if they prove valid. The same goes for search engine bots. Website copywriting is carried out in a customer-friendly and search-engine friendly method. A professional SEO and website copywriter knows how to preserve the integrity of the message while fully leveraging on the power of keywords. Web and digital content across platforms, from mobile devices to desktops, are best delivered in small, easy to manage doses with relevant links. The best website and digital copy always preserve, and subtly highlight these qualities in ways that have people coming back for more.
Talk to us about copywriting your SEO and websites. Contact us