How do copywriters develop 'Search Engine Friendly' copy?
A layman's brief introduction First we need to understand how Search Engines like Google, Yahoo and Ask find your website when Joe Public keys in a request for information (a search)?
Search Engines use a number of techniques to determine the relevance of your website to public searches. In the good (bad?) old days, it was based primarily on something called 'meta tags' - key words that describe the content of your site, hidden from humans but placed exactly where the Search Engines could find them. Inevitably, this resulted in web designers stuffing their site with as many meta tags as possible, irrespective of their true relevance. Today, meta tags play a very minor role.
Today, Search Engines make extensive use of Spiders - highly sophisticated software routines that scurry all over the web, assessing each site. There are two key elements that can give your site a high rating:
Having identified potential search terms, it is the job of the copywriter to weave them into the written content of your website. They need to be there for the search engine spiders to find, but they also need to occur naturally within the text for human readers.
A professional website copywriter will have the knack of developing the right amount of copy that is relevant, search engine friendly and, for the humans, a compelling read.
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