Whether a beginner or intermediate, being able to understand the basics requirements of creating great web copy and many other types of copywriting online is vital.
For many, copywriting may become a necessary skill when beginning a career in search engine marketing. Web copy is vital for maintaining conversions for web pages and still considered a major weapon in any great SEO's arsenal. With search engines becoming much more efficient and smarter it is no longer required to achieve levels of a keyword density but to focus on creating quality copy that is suitable for human eyes and not just the search engines.
Because content will be viewed for visitors, creating quality web copy that can keep visitors entertained and be well written with no spelling or grammatical errors is essential. By including sub headings can help create easy to read information instead of a bombardment of copy jumping out at every page. This can include bullets when required to help clarify the points being addressed.
When creating web copy it's essential to ensure that every page is focussed on a single keyword or keyphrase. This must include a heading that is supported with relevant copy all targeting towards a single keyword or keyphrase. No longer is keyword density required, instead by including synonyms and supporting keyphrases the pages relevance can be increased further.
Many businesses who do not have an in-house copywriting specialist, it is common to make full use of the widely available freelance copywriters.
The major points to remember are:
1. Select a single keyword or keyphrase for each web page.
2. Carry out extensive research for suitable synonyms and supporting keyphrases. This will increase the relevance of the web page to qualify for more search terms while increasing overall relevance.
3. Always remember to include the keyword or keyphrase within the page title and page headers. Particularly the H1 title. With supporting keyword or keyphrases as H2 titles where possible.
4. Include well optimised copy for each and every page of a website, including the keyword or keyphrase at the beginning. Making sure that the most valuable content required for conversions is always above the fold.
5. Lastly, consider contextual links within copy of the web pages. Where necessary contextual links can be used to help visitors navigate further into the webpage, therefore help retain visitors and reduce bounce rates.