Dynamic Copywriting

Hopefully your website is doing just fine and you are getting search engine traffic because you have followed the rules for SEO copywriting, and your website content is written to sell. But if both of these conditions are not true, read on.

I recently posted a test ad on Craigslist.org with the same headline as this article, "Why Isn't Your Website Making Money?" and was flooded with calls.

Obviously I hit a nerve here because a lot of companies, both large and small, are just not getting the revenue from their sites that they want, expect and need.

When I look at these sites, I see two distinct problems:

1. First, the sites are simply not written to attract search engine traffic. There is either no concerted effort to target specific keywords over and over again so that search engines will determine a specific "theme" to your site and send relevant traffic your way.
   
   Or, the keywords targeted are too competitive and you will never rise to the first pages of Google or Yahoo's search results.
   
   Let's say, for example, you have a travel site. If you are simply targeting the keywords, "travel," or "vacations," your chances of rising to the top of the search engines are somewhere between slim and none.
   
   But if you target keywords like, "honeymoon adventure travel," or "family adventure vacations," your competition is much less and you will find your rise up the search engines will be much faster.
   
   But how do you use these keywords in your website's content? The rule of thumb is to use them enough but not too much. You definitely want to use your main keywords in your website's title and in the URL (for example, if your site's name is "Honeymoon Adventure Travel Ideas," the URL should be http://honeymoonadventuretravel.com).
   
   The next point of SEO writing is to sprinkle the main keywords throughout your text. As I mentioned in a recent article called, Dynamic Copywriting: Writing for Search Engine Traffic, the ideal is to write your keywords about 4 to 6 times per 100 words. Less than this and you won't get noticed, more and Google at least may regard your site as a spam site.
   
   
2. You must write website content that sells. I recently wrote another article called, Dynamic Copywriting: My Formula For Writing Money-Making Website Content, in which I gave a list of ideas for making websites more profitable.
   
   But they key for a profitable website is to write content that is informative and valuable to the visitor. Literally you want to make your site a resource for people who are potential buyers of what you sell.
   
   The mistake many website owners make is to write content that is little different from their company brochures or Yellow Page ads. The web is simply a different medium altogether.
   
   The second reason people use the internet (after pornography) is to find information. But most websites fail to deliver written content that meets this purpose. And a site that fails on this level will not be bookmarked and not be returned to. And more importantly, it will not collect leads or make sales.
   
   If you remember nothing else from this article, remember this: "Writing website content that delivers problem-solving information will make sales for your company."

Of course there is a balance between SEO writing and writing website content that makes money. Basically it requires writing for two different audiences, machines and humans.

The search engines want writing that can help them identify what your site is all about and whether your keywords are relevant to its theme.

On the other hand, humans will be quickly distracted by writing that seems to plug in keywords randomly or in a way that makes the content seem disjointed.

The point is that SEO writing gets visitors to your site, but good website content writing gets those visitors to take action.

COPYRIGHT © 2008, Charles Brown