Like Me? Follow Me.
As an online business, there’s one sure-fire method of alienating potential clients, and that’s spammy, unspecific and unintelligible copy.
Website text has to be engaging, yet also keyword-rich to encourage high rankings and relevant traffic from the search engines.
There’s a right and a wrong way to do this; let’s start with the wrong way, it’s more amusing:
The Wrong Way
Imagine I have been asked to write a page of text for the I-COM website targeting the search term ‘SEO Manchester’. Here’s the wrong way to go about it:
Welcome to I-COM, SEO Manchester specialists in performing SEO services for Manchester-based clients. If you require a search engine optimisation Manchester consultant, you’ve come to the right Manchester SEO company!
SEO Manchester could be really helpful to your business:
- SEO services get you to number one on Google!
- Manchester SEO can increase your sales figures 100% guaranteed!
- SEO Manchester will get you through the hard times!
This is the wrong way for a number of reasons: I make promises I can’t hope to make good on, I have completely stuffed the copy with references to my targeted keyword and a few variations and I have used a truly heinous number of exclamation marks.
Copy like this doesn’t tell the visitor anything, and will only succeed in putting them off. It also produces bad results on the SERPs as it doesn’t deliver a good user experience for the searcher so will likely cause Google to start tweaking things in order to achieve a more relevant result for its users.
The Right Way
The right way would be to spend a few hours researching relevant keywords and painstakingly working them into the copy so that they sound completely natural.
A well-written, relevant and regularly updated page with good, specific information about the services you offer and visible, enticing calls to action is always going to be more valuable to your rankings and conversion rates than a spammy page of keyword-stuffing.
- Spammy copy produces bad results that are not what people are looking for.
- Spam will not encourage conversions, it will put people off.
- Writing SEO copy the right way will improve your company’s rep.
So don’t do it. SEO Manchester out.
*Yes, this is deliberate. I’m targeting both the American and the English spellings in one piece of copy. Very bad form.