The Art Of Copywriting

By Author: Ralph Brooks
Total Articles: 34
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Your hand hovers over the keyboard to type the first word, and just as your finger hits the first key, the spectre of a very large elephant suddenly becomes perceptible in the room. The elephant starts to whisper three letters over and over again, three letters that have the power to send shivers down the spine, to make grown men cry, and to stultify at will. I am, of course, referring to the dark and mysterious world of SEO (search engine optimisation).
Professional web copywriters will probably see many successful business people be completely bamboozled by the principles of SEO. The power that it has in today's internet world is very real, yet many misunderstand what it is and how it works. The result of course is that many just glaze over at the thought of it and then ignore it. SEO web copy is simply the procedure whereby a website has targeted words hidden within its text. These words, or 'keywords' as they are known, act as hooks for search engines when someone is searching for a relevant service or webpage. For example, on a copywriting website, you might see specific keywords littered throughout the text such ...
... as web copywriters. This is so that when someone is searching for that service, the company has a better chance of showing up higher in the Google search results and getting a phone call as a result. The trick is to think what people would type into Google, were they to be looking for the service or products you offer. Someone looking for office cleaning might type in 'commercial cleaners' and follow it by the location.
The problem that many companies come up against is twofold; finding the right keywords, before inserting them seamlessly into the body of the text. Search engines do not like overstuffed keyword phrases or bad grammar, often resultant of scrappy keyword insertion. Everything must flow; keywords should essentially be invisible. The right words, in a naturally flowing manner, and perfectly grammatical sense, will act like a beacon for search engines. The effects of a well founded SEO plan can therefore be dramatic; the more people that come on to your webpage the more business you will receive as a result. It is here the art of the copywriter truly comes to the fore.
Copywriters are not a pleasant luxury for big companies; they are an essential component of online marketing. Just as Google rewards good writing, holding it in higher authority, so it punishes poor quality writing. Ideally, website copywriting should be a fine balance between flowing, informative language that sells, and a latent component of sound search engine optimisation. Finding this balance is a challenge but copywriting is an art and a learned skill. Therefore banish that elephant today: learn the basics and get cracking on some scintillating SEO content writing of your own.

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