#2 Creating content for the web
Another component of which SEO Copywriting is a part is content creation. To write text that is suitable for proper reading from any type of monitor (from smartphones to PCs) and by search engine robots, it is important to follow some rules of good web writing, such as:
- Writing for sailors. No doubt one needs to be able to write correctly in the target language, but in a different way from the type of writing used for print newspapers or books. It should be considered, in fact, that the attention threshold in online reading tends to be lower, and surfers do not read texts line by line, but scroll down the page in search of what interests them. Valuable content will not be that which is particularly polished, but that which has caught the user's attention and, if appropriate, will lead them to share it with new potential visitors.
- Use synonyms. As we have already mentioned, excessive keyword repetition is considered penalizing by Google's robots due to technical issues. Search engines, in fact, prefer natural and unforced writing: therefore, the use of synonyms, with a wide and relevant vocabulary, is preferable. Such behavior will allow the page to enjoy greater authority and, as a result, better ranking.
- Use bulleted or numbered lists. This is a smallness that is highly appreciated by both Internet users and search engines, because it allows for easier reading of the page and makes it easy to find content of specific interest. It also allows you to focus on individual topics, without digressing.
- Use bold, italics, and underline. Variations in styles are appreciated by readers and search robots because they allow them to understand the content of a given paragraph with some immediacy, without necessarily reading it from cover to cover. For the search engine, the use of bold, italics, and underlined indicate what the keywords are; therefore, it is crucial not to overdo it.
SEO Copywriter: a profession?
As anticipated, the figure of the SEO copywriter is highly sought after because he or she combines a good knowledge of SEO techniques with the writing skills needed to know how to attract readers' attention. From a business perspective, being able to rely on a competent copywriter can increase sales through the skillful use of content, so as to enable a climb to the top search engine positions with the company website.
For businesses of any size, it is most important to have well-written content on the Web, so as to attract the reader's attention through informed questioning(Inbound Marketing) and sell more.
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