Writing For The Web How Good Copy Becomes Bad Marketing
Below is a MRR and PLR article in category Internet Business -> subcategory SEO.
Writing for the Web: Transforming Good Copy into Effective Marketing
When writing for websites, aligning content with search engine preferences often leads to poor marketing outcomes. The focus tends to shift to your product's features rather than the benefits for your customers, which is a fundamental mistake in marketing.
The core issue lies in balancing content for both people and search engines?"a balance that varies for every business. This requires experimentation, depending on how crucial search engine traffic is to your organization.
Search Engine Optimization (SEO) Recap
SEO aims to ensure your website ranks well on platforms like Google. This involves using specific keywords that indicate relevance. For instance, if "copywriter" is your keyword, incorporating it frequently and strategically in your content suggests to Google that your site is worth recommending for that term.
However, this approach often results in content that emphasizes features over customer benefits. While highlighting what you can offer as a copywriter is essential, it’s equally important to explain how your services can enhance sales, attract clients, save money, and provide exceptional service.
The Customer-Centric Approach
For any business?"be it copywriting or graphic design?"the challenge is the same. Customers don’t search for abstract concepts like "professional image" or "design impact." They search for concrete terms like "graphic designer." Therefore, your content must frequently reference these keywords.
Finding the Perfect Balance
If search engine traffic isn’t your main source of visitors?"perhaps they come through direct mail, internet ads, or existing customer relationships?"focus your copy more on effective marketing and customer benefits, with less emphasis on SEO.
But if Google searches are critical, you’ll need to adhere to SEO strategies while also ensuring that your content is customer-focused.
Crafting Balanced Web Copy
Achieving this balance requires meticulous work. Your content should incorporate keywords while consistently steering back to customer benefits. This dual focus is the essence of good web writing: pleasing search engines when necessary, but always prioritizing people, customers, and their needs. That’s what defines effective marketing.
You can find the original non-AI version of this article here: Writing For The Web How Good Copy Becomes Bad Marketing.
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