There are significant differences between copywriting for print media or materials and Web copywriting. In print, the primary focus is on producing effective copy that inspires a response from the target audience.
Web copy is intended to create the same results, but must jump through many additional hoops to get there. Web copy must attract search engines, while still maintaining overall readability, and this is not always an easy task.
Major search engines, like Google, Yahoo! and Bing, take a wide variety of points into consideration when determining site ranking in search results. Quality links to your site, keyword phrasing and structural keyword proximity are just a few. Web copywriters must be aware of these as they write in order to create effective content.
Web copywriting is a lot like building a puzzle. There are many pieces that have to work together perfectly to make a picture. Knowing what those pieces are is the key to achieving a high score with any SEO metric.
Readability Helps Readers and SEO Ranking
Original, unique content is still important to Web copy. Google now uses algorithms that search for semantically related words. This means that it can tell if your content is a match without an exact search phrase match.
This phrase-based approach to ranking can make it easier to create more readable content. You cannot forget that someone is going to actually be reading these words. It is easy to get caught up in catching Google’s attention and forget that fact.
Plagiarizing content, even from yourself, can also be harmful to your site. Readers do not appreciate coming across lots of pages saying nearly the same thing. You do not want to frustrate the traffic you draw to your website.
Using unoriginal or plagiarized content can hurt your rankings as well. A document near-duplicate created from scraped content can raise a red flag. This will hurt not only your current results, but future results as well.
Beware of Spinners and Duplicators
Spinning is another common way that some less than reputable content providers create documents. Spun articles create nearly duplicate documents by inserting synonyms for some of the words. This can also draw Google’s attention – in a bad way.
If Google detects that you are using duplicate documents, it will flag you, and your results will suffer. This goes even for manual rewrites of content as well. Any content you use should be completely original.
A document near-duplicate is also generally very difficult to read. Spinning software does not take readability into account when creating documents. Synonyms often get inserted that make no sense in context.
Letting a program pump out document after document for you can seem appealing. In the end, though, it will hurt more than it will help. Original content is what both search engine and reader are after.
A Proper Place for Every Piece
Creating entirely original content does not come without some rules, though. There are many different factors that go into effective Web copywriting.
Most people know that keywords are important to search engine optimization. Structural keyword proximity is also important, though. It is not enough to simply have the right words; they also must be in the right place.
Build Links to Build Traffic to Your Site
All this original content is designed to boost the number of quality links to your website. Search engines look closely at these links to determine rankings. By having high-quality, original pages you will score higher in every SEO metric.