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What is SEO Copywriting?
In the simplest terms possible, SEO Copywriting refers to the writing of copy that has been optimised for use on Internet websites.
Whilst a Copywriter in the past may have produced content for advertising or marketing purposes, an SEO Copywriter is required to create site content that seamlessly integrates key terms and phrases. The reason behind it is to create website content that will inform users, whilst helping individual pages to gain strength and rank higher for their unique keywords.
Today many Copywriters shun the SEO moniker, as the process of developing content has altered slightly over the years. Rather than making keywords the primary focus, many writers prefer a more naturalistic style, targeting the reader first and foremost. The relevant terms should appear organically, although most SEO specialists will go back and ensure that the most important phrases are in the most optimal position.
Online and offline copy, although similar, have very distinct charateristics. Whilst offline you simply need to grab the reader’s attention, inform them and perhaps incorporate a call to action, online you need to do all of these whilst also integrating language that will optimise the website. It’s not always a straightforward process, but it can get extremely favourable results – both with customers and search engines.
SEO Copywriting services are still widely available and as with most technical practices, it is often better to seek professional assistance. A Copywriter versed in generating online content should be able to provide copy that is engaging, informative and emotive for any website or blog. It isn’t simply a case of stuffing keywords in at every available juncture; modern SEO Copywriting requires a good deal of understanding both on the part of search engine rankings and online visitors.
In today’s multichannel world, there are mountains of data which provide insights into how users have interacted with your business and their path to conversion (or non-conversion). It is important to understand performance with multichannel marketing, which can be achieved through attribution modelling. Attribution refers to assigning credit to something (a channel, touchpoint, etc.) for the role it played in the final conversion. An attribution model is a rule, or set of rules, that assigns this credit correctly to the right channel or touchpoint.
For a long time, Bing, the UK’s second-largest search engine, has been underappreciated and, in some instances, even ignored. Often regarded as the inferior search engine to market leader Google, Bing has historically struggled to appeal to many in the digital world. Most PPC analysts would give justified reasons for neglecting Bing for so long; these include the volume of traffic and the user experience just not matching up to Google. However, the validity of these assessments is now diminishing. Bing has grown and improved rapidly in the last couple of years; if you are not integrating it into your comprehensive digital marketing plan, you run the risk of missing out on a large portion of your chosen market and significant revenue.