Copywriting, creating the text for your website, must be done to appeal to people who visit your website, so your website will be more popular with search engines, too.
Search engines engines evaluate your website text a lot like the people who will visit your website. Both look for :
- keywords : words or short phrases that you think people may use to search for the product, service, or topic of your website.
- headers : headings in bold text, to identify the main idea of each section and subsection of content,
- correct spelling and good grammar,
- useful, interesting, and informative content.
And most important for the people visiting your website, provide call-to-action hyperlinks; links to allow the people visiting your site to contact your business, buy your product, make an appointment to see one of your representatives, etc. You should provide several call to action links, at different positions on your web page, so that your visitor can easily find a way to take that action when they want to.
*NOTE* This article, originally written and published in September 2009 is as true today as it was then.
Google, the most popular and influential search engine, has created updates to its website evaluation criteria (algorithms) so that its reviewing robots will make websites that humans find interesting and helpful to rank better in search results than “spammy” website which use terminology like “We’re the Best!” “Number 1 results!”, et cetera.
When copywriting for your small business website, your articles should stay generally related to your product or service, with occasional articles about something new at your business, such as a:
- new product
- new feature
- new sales person
- a topic related to your business.