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SEO copywriting: why content not keywords are king

May 15, 2013

Creating compelling and useful content will influence your website more than anything else. Such content could be blog posts, social media services, email, forums, articles or guest posts.

Organic or word-of-mouth ‘buzz’ and excitement is what helps build your website’s reputation online both with users, search engines and social media networks. However, you can rarely achieve this without quality content. Although keywords are undoubtedly important, the quality of the message a web user discovers when they find your site is what you really must focus on.

Ultimately, search engine optimisation is about maximising opportunities for your business in terms of on-line visibility, whilst always remembering that your ultimate consumers are web users – not search engines!

Follow these best practice rules to ensure your content is up to scratch:

Write easy-to-read copy –Your potential customers want well written content, so avoid web copy with spelling and grammatical mistakes.

Stay organised – It’s always beneficial to organise your content, so that web visitors have a good sense of where one content topic begins and another ends. Breaking your content up into logical sections avoids frustration and helps them find the content they want faster.

Create unique content – Original, interesting content keeps your existing customer base coming back to your website and helps bring in new visitors. Don’t copy existing content as search engines quickly recognise this and don’t duplicate content across your own site either.

Create content primarily for your users, not search engines – Don’t overload your content with keywords aimed at search engines. This is annoying for users and won’t make any sense to them! Tactics such as adding content just for the sake of search engines is very outdated. Success in Search Engine Optimisation can easily be achieved without such tactics nowadays.

Just focus on creating great web content. After all, content not keywords are king!

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