Balancing Writing For Humans And Search Engines For Web Copy

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When writing for the web, you are writing for two audiences: the human reader and the search engines.

The science of writing for the human reader means that you need to look at all the psychological research and triggers to persuade people to read your web page and take action on what they read.

The science of writing for search engines means you help the search engines to find your page, determine its relevance and return it in searches when people look for certain terms. This is called SEO or search engine optimisation. It is an ongoing science and requires continual learning and growth.

When you write web copy these days it has to be a blend of both the science of human persuasion and the science of search engine persuasion to be effective. If you weigh too heavily on one side or the other you will fail.

Like all sciences, there are constant developments. Things are never static. As research in the human brain continues and as language changes, we need to amend how we choose words or phrase sentences to ensure we take advantage of the latest research.

Unless we keep pace, it will be similar to talking Shakespearean English to people - they get what we mean but it is a struggle for them to understand us.

Good web copywriters take into account the changes in neuromarketing and psychology into their copy. They adapt the latest research and apply it to their web copywriting to ensure maximum persuasion.

The research around the maths and science around how search engines find and return information is also under constant development. SEO copywriting has become an art form, with specialist copywriters working out where and how to correctly place your keywords for maximum results.

Search engine algorithms are more closely guarded than the recipe for Coke or for the 11 herbs and spices in KFC. You are more likely to find the password and logon details for Barack Obama's email account than you are to find out the exact details of the Google Algorithms.

However, through testing and measuring the results, people can determine what works with search engines over a certain period of time. As the algorithms change, we adjust what we do and how we do it to keep pace.

Your job is to go with the flow, to keep pace with the changes and adjust your web copy. No longer is web copy something you "set and forget" it needs to be regularly tweaked for maximum results. How fresh is your web copy?

About the Author:
Ingrid Cliff is a freelance writer and the Chief Word Wizard of Heart Harmony - a writing services studio that helps put your business into words. For a free copy of the "7 Secrets of Compelling Copy & Powerful Words" visit her website www.heartharmony.com.au .



Article Originally Published On: http://www.articlesnatch.com


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