Copywriting: Make Your Site Search-friendly
These keywords are pretty valuable, and it’s worth your time to try to narrow down the words that best describe you. By using very general words, you are going to be hit less often than your bigger or more active competitors.
Web direct marketing is like all other direct marketing in that the more specifically targeted the copy on your site, the more likely your site will attract hits.
If you’re a food gift seller, and your keywords are food, gift, basket and chocolate, for example, they’re too general. But if you have some specific products such as caramel corn, then phrases that include caramel corn, popcorn and even kettle corn would be better. Even better, if you have a special jalapeño caramel corn, then those specific words would be more effective.
There was a time when Web site creative directors could afford to be control freaks. They’d make the entire site out of gorgeous and carefully designed JPEGs and GIFs. They believed if they had a massive list of keywords programmed in, the sites would be found instantly.
But it wasn’t a good idea then, and it’s most certainly obsolete now. Today, this kind of site is pure suicide for anyone hoping for visits. A site without live copy is one that can’t be found by search spiders and bots.
The more useful information you write, both in terms of your main product pages and your added-value content pages, the more likely you’ll have words that match your prospect’s search jargon. And the more likely your site will show up on search engines — and sooner. Know how to examine your keywords and develop the content to work with them. If you don’t know, get help.
Carol Worthington-Levy is partner of Creative Services at Lenser, a catalog consultancy. Reach her at (408) 269-6871 or email@example.com.