Thursday, 6 December 2012

Your website is a marketing tool; use it!

I’ve said it before and I’ll say it again.  Your website is not a fashion accessory – it’s a marketing tool.  And it must deliver a return on investment.
Sadly, there are more poorly performing websites than there are effective ones.  And the bottom line is … if your site isn’t optimised, it won’t work.

If you’re not convinced, think about your car.  If you don’t fill it with petrol, you can’t go anywhere in it.  Your website is the same.  Instead of petrol, a website needs ‘Google juice’ to get it started and keep it running.  And like a tank of petrol, SEO doesn’t last forever.  You have to keep your tank topped up.

Copywriting and its role in SEO

Copywriting plays a vital role in your website’s optimisation.  Make no mistake – SEO copywriting is a highly skilled job and one best left to the experts.

A good SEO copywriter understands what keywords are, how and where they should be used, and the impact they can have on your website.

Ask the question: “Who is the most important visitor to your website – the search engine ‘spiders’ or human visitors?” 

The answer is predictable: the search engine spiders. 

Wrong answer. 

I’ve yet to meet anyone who has sold their products or services to robotic computer software programmes.

This means to work properly, your copy has to be written for your human audience and to satisfy the search engines.  This takes skill and experience. I regularly see websites which have been ‘optimised’ by unskilled writers. 

Instead of being a powerful message which is easy to read and understand, it becomes a jumble of keywords which make no sense to the human reader.

Keeping your SEO tank topped up

As I said above, your SEO doesn’t last forever.  While your site might perform well today, if you don’t keep it updated with fresh keyword-rich content, you’ll find it drops down the rankings tomorrow.

So, if you need help in transforming your website content; either a total rewrite or a quick refresh, contact Hannah Chesterfield @ Purple Bubble Writing, Bridport, Dorset XXX

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