Search engine optimization copywriting: Difference between revisions

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'''Search engine optimization (SEO) copywriting''' is textual [[Composition (language)|composition]] for [[web page]] [[marketing]] that emphasizes skillful manipulation of the page's wording to place it among the first results of a [[user (computing)|user]]'s search list, while still producing readable and persuasive content.

==Technical details==

{{main|Search engine optimization}}

Crawlers rely upon keyword placement within the text of an article, and typically disregard images.<ref>{{cite book|title=Mastering Web 2.0: Transform Your Business Using Key Website and Social Media Tools|author=Susan Rice Lincoln|page=80|year=2009}}</ref> Text appearing in several key locations (such as the <code>&lt;[[HTML element#title_tag|title]]&gt;</code> and <code>&lt;[[HTML element#meta_tag|meta]]&gt;</code> tags of the page's code) gets special attention because search engines compare information found there with other pages to determine relevance. SEO copywriters also strive for unique written content on the page, distinguishing it from similar pages competing for placement in the search results. Other factors that determine relevance during a search are the page's [[keyword density]], the placement of the keywords, and the number of links to and from the page from other pages.

==Professional role==

SEO copywriting is most often one of the various jobs of a [[copywriter]]. However, there are [[freelance]] copywriters who hire out their services solely for SEO, agencies and firms that specialize in SEO (including SEO copywriting), and [[copywriting agencies]] that offer SEO copywriting as part of comprehensive writing and editing services.

A freelance SEO copywriter will work with a client to determine the appropriate keywords needed to promote the client's business. Online keyword research tools are then used to gather a list of potential phrases.

While an obvious goal of SEO copywriting is to cause the business's or product's web page to rank highly in a search, most experts in the field would argue that it is of secondary priority. The foremost goal of SEO copywriting is to produce succinct, effectively persuasive text for a well-written web page that will motivate the reader to take action. Writing that "optimizes" a search but offers little useful information or only weak persuasion is frowned upon in the profession as ineffective. At its worst, it becomes a costly resource inducing potential buyers to turn away from the site rather than generating sales. The main goal of the SEO copywriter remains writing interesting content that people want to read and link to.

SEO copywriters often work with "optimizers" who are more expert in the technical aspects of SEO. Together they will not only rewrite text but also alter the code to design a page that is most favored by search engines. It is not a clear, scientific process, however. Attempting to keep themselves competitive and defending against the composition strategies of so-called black hat SEOs, search engine designers today do not disclose the complex algorithmic processes of their search engines. In spite of the insights of optimizing technicians, SEO copywriting requires finesse and repeated experimentation to assess how the team's page revisions will fare in a potential customer's search.

== See also ==

*[[Advertising]]

*[[Copywriting]]

*[[Keywords]]

*[[Marketing]]

*[[Search engine optimization]]

*[[Writer]]

== References ==

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[[Category:Web design]]

[[Category:Internet advertising methods]]

[[Category:Internet marketing]]

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