Back in the early days of the internet as we now know it, getting your website recognized by the search engines with or without web copywriting as an authority, was a simple process. All you needed was web writing — any web writing — and plenty of it. You decided what key terms you wanted to rank for, stuffed your web copywriting with as many instances of those keywords as you could, and called it a day. Quality wasn’t something that was necessary at all. In fact, you could post web copy that was barely intelligible and still easily rank, so long as it was packed with the right keywords.
Web Copywriting That Ranks – Gaining the Respect of Today’s “Smart” Search Engines
These days, the name of the game has changed thanks to multiple sophisticated updates–like those associated with Google Panda. Today’s search engines are smarter than they’ve ever been and they can spot keyword-stuffed, low-quality web copywriting a mile away. If you want to rank and be a contender, you need solid web copy that covers all the bases.
1. Writing for People, Not Bots
At the end of the day, today’s search engines actually value the same qualities in web copywriting, from an article to a blog, that a person would. That being said, the way to get your articles, blog posts, and general web copywriting ranking well is to write interesting, informative, and engaging content that interests people and keeps them reading. The benefits of doing this are actually twofold.
First of all, today’s post-Panda search engines are adept at thoroughly analyzing web content for overall readability. It’s no longer all about keywords. They can tell based on word choice, sentence structure, and content structure whether or not your article is likely to provide any legitimate value to readers in your niche. Taking the time and care to make sure your website copywriting is of genuine value to your readers will ensure that your site ranks well, not only now, but consistently into the future– no matter what new updates come along.
Second, it’s important to realize that we’re living in a day and age when social media networks are incredibly important when it comes to judging the value of a given piece. A web page or blog article that truly engages people is more likely to be shared, liked, or talked about on Facebook, Twitter, or Google Plus. The more this happens in regards to a given piece of web copywriting, the more valuable it will be deemed to be.
2. Be Consistent
It’s also incredibly important to be consistent when it comes to your web copywriting and content. Websites that rank feature a consistent stream of interesting, relevant, fresh content. If your website doesn’t already include a blog, now would be a good time to ask your web team to help you install one. See to it that it’s updated with meaty, informative posts at least a couple of times a week. Showcase the posts on all the major social media marketing sites and encourage your followers to share them with their contacts.
You also want to make sure that your existing website content isn’t ever allowed to get too old or out of date. Update your standalone pages at least once every 5-6 months. It doesn’t hurt to do a fresh keyword analysis of your content at that time either. You’ll want to make sure you’re continuing to rank for the current hot terms.
3. Hire Professionals
While you may very well be lucky enough to be a web copywriting expert yourself, most people these days aren’t. Consider hiring a professional, website writing team to assist you with some of the legwork. Not only will professional web copy writers know the nuts and bolts of crafting standalone content that ranks, but they’ll be able to help you brainstorm great ideas for ongoing blog content as well. Many professional writers also specialize in social media marketing services to boot, so don’t be afraid to ask anyone you’re considering about their full range of services.
Ultimately it will pay off to make a real investment in your content. Remember, cheap or illegible website content just doesn’t cut it anymore. Prioritize experienced, talented writers that can really help you produce content that engages your reader. Ultimately you’ll be glad you did!