Writing For The Web: How Good Copy Becomes Bad Marketing
When it comes to writing websites, what is good for the search engines is often not good marketing.
Why? Because almost inevitably, when you write to please the search engines, you write about the features of your service. But you should be writing about the benefits for your customers.
This is a fundamental problem and one you have to take into account at every stage of creating the copy for your website. You have to achieve a balance between writing for people or writing for search engine robots. The balance will be subtly different for every business. You’ll probably have to keep experimenting. It all depends really on how important search engine traffic will be to your organisation. First a quick recap on the basic issue of search engine copy.
Search engine optimisation (often called SEO) basically means making sure your website ranks highly with Google and other search engines. Google wants to give people the right, relevant information. It does this by reading the copy on your website.
If certain words are used frequently, Google will calculate that the site is relevant for...
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