It looks like a dilemma: Should you write for your visitors, giving them easy to read copy that convinces them to join your cause or buy your product, or should you generate keyword rich text that gives you a boost in search engine rankings? Here is advice on how to combine the craft of writing good, accessible copy with the art of gaining high search engine rankings.

Good copy + search engine optimization = online success

The obvious answer is that you should do both.

And the fact is that learning to write for the search engines may also help your flesh and blood writers.

The reason for this is that the search engines need text that tells them what the post, page or article is about, preferably with words that are understood by regular readers. After all: these are the words they use for searching.

Write copy that communicates immediately

The modern web reader is a very impatient visitor who will leave your site within a few seconds if he or she does not understand what it is about. The headline, the title and the first couple of paragraphs need to be completely focused on the main message: This, my dear reader, is what this page will give you.

Underneath that message lies a hidden one to the search engines: This, my dear search engine spider, is what this page is about, and here are some keyword phrases your searchers are likely to search for.

Content Rich - Writing Your Way to Wealth on the Web

Jon Wuebben has written an entertaining book about how to write good, search engine friendly web copy.

It has, as so many American business books, large enticing letters on the cover, telling you how rich you will get if you buy this book: “Writing Your Way to Wealth on the Web”.

Don’t let that scare you. This is not a get-rich-quick book promising you the moon. It is, rather, a practical guide to web site development that helps you make your sites and blogs more visible online.

It is primarily targeting people who are new to business or have a small business. It is also great for people who consider becoming online copy writers themselves.

That being said, most of the advice given is also relevant for others who need to communicate online. People working in large companies might also find it helpful, especially if they need to make their communication deparment and IT people see the error of their ways.

Advice on search engine friendly copywriting

The book does cover the normal topics. Important advice is:

• Avoid formal, cliché-ridden language
• Use bulleted lists (like this one) to add white space and help people’s eyes focus
• Do not have too much copy on a page
• Get the benefits up there, up front. Let the customer know what else they get if they buy now.
• Use headings and sub headings to break up the page
• Go for easy navigation and test how people are using your site
• Use online tools for keyword research
• Make sure you have good “About Us” and FAQ pages

And that’s only the beginning.

Use an informal style

Wuebben has no qualms about breaking the rules, and recommends an informal style of writing:

“The goal is to combine short sentences with a few long ones. Using fragments is not a bad thing; quite the contraty actually. The occasional fragment or sentence that starts with “But” and “And” can recapture reader interest and keep it lively. Try it out. You’ll like it. And your customers will like it too!”

Exactly!

Who is the book for?

If you are relatively new to search engine optimization and online copy writing this book will be a good investments.

Wuebben teaches you the basics: how the search engines works, what on page elements to optimize, link building, online tools for search engine marketing, some advice on pay per click search engines and so on.

What’s more important, however, is that he teaches you how to write easy to understand and compelling copy for real people. In that respect this book may be of use to more seasoned search engine marketers as well.

Jon Wuebben is the founder and President of Telegent Media, LLC and Custom Copywriting.

Go to Amazon.com: Content Rich: Writing Your Way to Wealth on the Web
Book home page.
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Title: Content Rich - Writing Your Way to Wealth on the Web
Author: Wuebben, Jon
Publisher: Encore Publishing, Fallbrook 2008
ISBN-10: 0979762901
ISBN-13: 978-0979762901