Dynamic Copywriting

Hopefully you have a system in place to capture data on how visitors arrived at your website. This is very important information, because it tells you if you are doing the right things to get more visitors and if you are satisfying the problems and questions that brought these people to your doorstep.


For example, if you are using a tool like Google Analytics, you can track all the search terms (or "keywords") people typed into the various search engines like Google, Yahoo, AOL, etc that led them to your site.


What does this information tell you? Well what if the search engines are sending people who want something altogether different from what you offer? This happens all the time when the content on the site uses key terms that different meanings in different contexts.


If this happens, don't regard it as a total loss. Often the problem can be fixed by a small tweak. For example if your company sells Red Delicious Apples, and search engines are sending people who want Apple Computers, just go back through your content and add "Red Delicious" to the word "Apple" where ever it is found on your site.


But this data may also give you the opportunity to write more content on those same keywords (search terms) if they ARE in line with what business you are in. This would enable you to get MORE of this kind of traffic, but instead of getting it by dumb luck, you would be getting it by design.


When you decide on a list of keywords / search terms you want to target, you can have all your content written to emphasize these terms so that the search engines will give you higher rankings. After all, you won't get too much traffic if you are on the 85th page of a term's search results on Google.


But if over time you write more and more content that diligently features these keywords, you will find your site moving up in those search engine rankings.


Not only that, but the people who find your site in this way will be targeted potential customers, because those search terms they typed represent problems they want solved, or questions they want answers to. If you are in the business of solving those problems or answering those questions, these visitors are gifts.


So make sure your web content is written to emphasize specific keywords or search terms that pertain to the business you are in. Use analytic tools to make sure your keywords are working and to find new search terms that are getting people to your site. And finally, write more content emphasizing these search terms so that your site will get more of these specific kinds of visitors.

COPYRIGHT © 2008, Charles Brown