Lies, damn lies and SEO copywritingNovember 13, 2012
If they are, they are proving the line “there’s one born every minute”.
That’s not to say that well written copy, full of rich, relevant detail, isn’t important once the visitor arrives.
It’s just that the best copy has always been written that way.
Calling it “SEO copy” is a gigantic con trick to part the unwary from their money, often played by less-than-talented writers who have mastered the art of snake-oil selling rather than the craft of copywriting.
Keyword stuffing is dead. Keyword density is in disgrace. I would like to see the term “SEO copywriting” join them.
Why? Because it implies that there is a particular way of writing copy that will guarantee enhanced PageRanks, when nothing could be further from the truth.
I return, once again, to a thought experiment I proposed a while back.
Imagine there are 100 companies all wanting web pages optimised for the same keyword: Snake Oil.
At an SEO conference, a group of 100 “SEO copywriters” are told they will be partnered with one of the companies. Each boasts that their copy is so good it will get the client onto the front page of Google.
After the copy had been delivered, uploaded and spidered, guess what?
Ten companies are on the first page and everybody else isn’t.
In fact, ten companies are on page ten.
So you can see that, from the outset, all 100 would have known there was a 90% chance their efforts would fail, just from the maths.
Would you hire somebody who knew there was a 90% chance they were lying about the results they could deliver?
Google is paying attention – as it always has done – to the people who really matter. Your customers. Your site will be ranked in the cloud.
So is there any point in thinking about SEO? Yes.
Your site needs to be cleanly coded. It needs a clear sitemap submitting to Google. It needs to meet W3C guidelines.
And it needs great copy that speaks directly to the reader about the things they care about.
What it doesn’t need is “SEO copywriting”.
My advice? Hire a copywriter with experience in successful direct response campaigns. Selling, in other words.
And show the door to anyone claiming to be able to write copy that attracts search engines.