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SEO Copywriting: Do You Speak Geek?
There was a time when SEO was a minority sport - and SEO copywriting was strictly for the geeks. Now, of course, SEO is a mainstream dinner party topic - chic and sophisticated.
That's because everyone in the working way has a website now, don't they?. And everyone thinks they could easily be on Page One of Google - "Just give it a bit more time. Just build a few more links - know what I mean?"
Of course, every fly on every dinner party wall has seen it all before. Number One on Google? It's simple. All they have to do - these geeky wannabes - is learn a bit about SEO here, a bit about 'content' there.
It's all so easy: content is king and keywords are queen. Just marry the two together and - hey presto! - your website will be welcome at Google's top table.
SEO is Darwinian, right?
"It's Darwinian," they say, pouring another drink and marvelling at how conversations ever became so clever, so obscure, so ridiculously pedantic!
"Google only bestows largesse on the finest and fittest of websites which speak the same language as their own robots, etymologists to a man.
"SEO is the currency in which we deal. Anyone who can't second-guess a convoluted algorithm deserves to flounder and disappear into the black hole of Google's Supplemental Index."
Yes, SEO is Darwinian - especially if you simply don't get it. When your carefully crafted web page sits at Number 479 on Google's search results for the keyword whose success would otherwise take you half-way to becoming a millionaire - and you don't know why - now THAT is Darwinian!
Google moves the SEO goalpostsThe worst thing about all this SEO stuff is that Google keeps moving the goalposts. Just when you thought you'd mastered the whole keyword density thing, along comes link building and semantic clarity and fast-loading websites. It's enough to drive an Internet marketer mad.
And yet, there is a consistent element in this world of change. SEO copywriting is its name. No, not the SEO copywriting of five years ago when one word in every twenty had to be a keyword. Or even the breed of two years ago when meta tags had to be meticulously ordered - or you were dead.
Today's SEO copywriter is an altogether different creature. All that's needed now is to write in a fluent style, being careful to insert a few anchor tags in strategically vital places and keep those new links coming in faster than the old ones fade away.
It may mean more leg work to send out quick-fire online news releases or optimised articles. However, the responsibility of keyword density has been lifted off the shoulders of the SEO copywriter to return free-form syntax to its rightful place within Google's ample bosom.
It's almost as though the prefix 'SEO' is now redundant in the term 'SEO copywriting'. "Just be yourself" is now a more apt mantra. Hot on the heels of this may be the line: "Don't worry about keyword research". The only keywords that count nowadays are the words you've already used in your copy. Anything else either doesn't matter - or you can inflate its importance as being part of a 'long-tail keyword' strategy!
SEO copywriting may once have been the preserve of those who understood HTML and other esoteric things. With the advent of CMS websites and a more 'organic' approach to the content Google still declares is king, speaking 'geek' has almost passed into the vernacular.
ABOUT THE AUTHOR:Mike Beeson is a UK freelance copywriter specialising in SEO copywriting and website copywriting. Mike's company, Buzzwords Limited was established over 20 years ago and is located in Knutsford, Cheshire (south Manchester). For more information, visit: http://www.buzzwords.ltd.uk/seo_copywriting.htm To contact Mike, e-mail open@buzzwords.ltd.uk or call him direct on 01565 654023.
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TESTIMONIALS
"We're delighted with our new website - and the website copywriting provided by Mike Beeson. Not only is the writing crystal clear; it also provides the professional tone of voice that is so important for a leading recruitment consultancy like Cooper Lomaz."
"Reform have worked with Mike Beeson for over two years now and we've always found him an important part of the creative process. Mike has the ability to immediately plug into what we are thinking and adds value to every campaign. We wouldn't work with anyone else for copy."
"It's always a pleasure to work with you and what you give us is a more questioning, detached and organised view of our skills and achievements. What you write always has energy and style and - after initial discussions - you always grasp what's needed and work quickly."
"Doity Engineering have had a long association with Mike Beeson and Buzzwords. Mike's recent work for us has included SEO and website copywriting, business-to-business PR and Pay-Per-Click Advertising for two of our companies - Revlok Mezzanine Floors andTiger Rack. This is ongoing work which calls for a complete understanding of our business approach. I'm pleased to say that Mike has provided this in a highly professional and cost-effective package."
  
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