Almost all the major search engines including Google have turned out to be highly content oriented. If you want your website to get good rankings in the search results, then you need good content in your website. Good content is not only important for the search engines; it is all the more important for your website visitors. If you need to increase your sales conversions, then you need to have a convincing copy in your website. Therefore, your website’s content should take care of both these requirements and it cannot compromise one for the other. Here are few guidelines on how to write effective copy for your website visitors as well as for the search engines.
1. The first point that you need to remember is that your website content should be written to impress the human visitors and not the search engine bots. What is the difference between the two? When you write for search engines without taking into consideration your human visitors, then it may not necessarily make sense to the human visitors because they will try to take care of only the technical aspects of the content to meet the SEO requirements. Whereas, when you write for the visitors you will be writing to convince them in order to make a sale to them.
2. The writing style should be simple, straightforward and concise. Bulleted text is always preferred for its effectiveness rather than writing in the form of long paragraphs. Bulleted text will help visitors get a quick grasp of the salient features of your service or your products at a glance.
3. When you develop your website copy make sure that your content is keyword rich, it does not mean that it has to be over stuffed with keywords. Keyword stuffed content can set off the search engine alarms and invite penalty to your website. Make sure you stick to the keyword guidelines of all the major search engine. Do not force keywords into your copy that will make the content read awkward. Use geographic qualifiers as much as possible to increase the effectiveness of the keywords if your services are offered for any particular region.
4. Avoid using duplicate content in your website and this too can affect your search engine results and elicit penalty.
5. Use headings and subheadings to your web pages content and make use of your keywords in the headings and subheadings to increase the effectiveness of the keywords in your copy.
6. Make sure that the keywords are evenly spread across the content and do not concentrate on too many keywords per page as this will dilute the effectiveness of all the keywords.
7. Keep your content interesting and useful to your users and do not go overboard with the marketing part, as it will put off many users.
These are some of the basic guidelines that will help you get good rankings in search engines as well as increase your conversion rates.
