Seven search engine optimization copywriting myths.
Ready to learn the secrets of search engine optimization copywriting? First, you'll have to unlearn some common myths before you begin.
- I'll get so much exposure from my AdWords or Overture campaign that I can write anything and get hits.
- Placing invisible text on my Web site is a great way to gain rankings.
- I can easily rank high on a one-word keyword, or an extremely competitive keyphrase like "Web design."
- I put my keyphrases in my Meta keyword tag. Isn't that enough to get a #1 spot?
- If we upload our brochure and add keyphrases, is that enough for the search engines?
- As a small business in a competitive field, I don't have a chance.
- If the editors don't like it, they'll rewrite it for me and make it even better.
I'll get so much exposure from my AdWords or Overture campaign that I can write anything and get hits.
Not unless you want your site to be a cold, lonely, unprofitable place. If you want to drive traffic to your site, you have to create relevant, informational and persuasive ad copy.
A study by Overture found that "listings that include the search term in both the title and description have a higher click-through rate (more than 50% higher on average) than those that don't." Furthermore, enticing, benefit-oriented text with a strong call to action is what sells. If your ad is unclear, lacks a benefit, or if there is not an adequate call to action, you won't get the clicks.
Placing invisible text on my Web site (text that's the same color as the background, rendering the text "invisible" to readers but not to spiders) is a great way to gain rankings.
Sure, you may temporally gain rankings - until the search engine figures out what you're doing and bans you from their index. Remember, the search engines want to serve relevant content to users, and they will get cranky if they are tricked. Google clearly states in their "Google Information for Webmasters":
"We will not comment on the individual reasons a page was removed and we do not offer an exhaustive list of practices that can cause removal. However, certain actions such as cloaking, writing text that can be seen by search engines but not by users, or setting up pages/links with the sole purpose of fooling search engines may result in permanent removal from our index."
I can easily rank high on a one-word keyword, or an extremely competitive keyphrase like "Web design."
For most companies, optimizing for keywords (single words like "widget") is a time waster. For maximum effectiveness, your company should optimize for relevant keyphrases (like "sticky widgets").
To learn more about how to choose targeted keyphrases for your optimization campaign, the chapter "Choosing your keyphrases" explains how to develop a keyphrase strategy.
I put my keyphrases in my Meta keyword tag. Isn't that enough to get a #1 spot?
Not since 1997 or so. In fact, according to Danny Sullivan, search engine optimization guru and editor of Search Engine Watch, "Meta tags are not a magic solution." In his article, "How Search Engines Rank Web Pages," Sullivan states:
"Meta tags are what many web designers mistakenly assume are the "secret" to propelling their web pages to the top of the rankings. However, not all search engines read Meta tags. In addition, those that do read Meta tags may choose to weigh them differently. Overall, Meta tags can be part of the ranking recipe, but they are not necessarily the secret ingredient."
Yes, good Titles and Meta tags are important for your SEO campaign and are an integral part of the process. However, your business should be wary of sacrificing content for coding considerations. You can learn more about Meta tags and how to create them in our chapter, "Meta tags and more."
My company has an existing brochure. If we upload our brochure and add keyphrases, is that enough for the search engines?
This is what's commonly known as "brochureware" - transforming your existing print materials into HTML documents. Adding keyphrases to brochureware text could help with rankings. But it won't make your prospects happy. Remember, search engine optimization writing satisfies two demanding masters - the search engines and your prospects. If your prospects can't find the information they need quickly or easily, they'll surf to your competitor.
According to Nielsen, Web readers scan - not read - picking individual words and sentences to ponder. Additionally, you should write 50 percent less text than you would have used to cover the same material in a print publication. Since brochures are not written with Web usability and navigation guidelines in mind, "brochureware" sites tend to be visually overwhelming and ineffective.
We'll be discussing how usability and search engine writing interconnect in our chapter, "Writing for the Spidering Search Engines."
Search engine optimization is overrated, anyway. As a small business in a competitive field, I don't have a chance.
This is wrong. In fact, many large, heavily branded corporations have basement-level rankings for their main keyphrases.
A May 2001 study by IProspect found that 97% of Fortune 100 sites have incorporated some technologies and/or design characteristics that affect their ability to gain major search engine visibility. Yet, of the Fortune 100 sites with META keywords, only 50% of these keywords are ranking within the major search engines. That means that savvy small- to medium-sized businesses can gain tremendous digital branding opportunities before their corporate counterparts counter with their own successful strategy.
In cases where a small business' corporate competition has a search engine presence, a tactical keyphrase strategy can still drive targeted traffic. Our case study, "Everything is Coming Up Roses" demonstrates how a keyphrase strategy can build a small business' online success.
I don't have to worry about creating a good Directory listing. If the editors don't like it, they'll rewrite it for me and make it even better.
Yes, you should worry. Yahoo! had over 34 percent of the digital audience reach in March 2002, according to Jupiter Media Metrix. Not taking proper care with your Directory listing could be a very expensive decision, decreasing the effectiveness of your search engine marketing campaign.
Unlike the spidering search engines, Directories have human editors that review submitted listings. But remember - these overworked Directory editors are not your personal copywriters, carefully tweaking your submitted listing for maximum results. In fact, it's the exact opposite. If an editor needs to rewrite your listing, the final result may be factually accurate, but not promote the exact message you want. It may not even include your desired keyphrases. And you could be stuck with that unflattering listing for a long, long time.
It is crucial to carefully follow all instructions and craft a keyphrase-rich and hype-free Directory listing. Our "Writing for Directories" chapter demonstrates how your writing strategy is crucial for your success.
Ready to start writing for the search engines and directories? Before you even think about your Meta tags, your company needs to determine what keyphrases are best suited for your site. In the next chapter, we'll discuss the bedrock of search engine writing success - keyphrase research - and discover how your keyphrase choices can make or break your SEO campaign.
Read the free chapter on SEO copywriting and writing for search engines now!.