Writing copy that concentrates on keywords too much can become very bad marketing. Why? because it tends to focus on the features of the product or service too much, and not the benefits to the user. That’s bad marketing.
The customer may be searching for “lawn mowers”‘ but what he wants is short grass
It’s something you have to be aware of whenever creating copy for your website. You have to achieve a balance between writing for people or writing for search engine robots.
For example, when a copywriter creates his own website, he’ll use the word “copywriter” as often as humanly possible. So, he’ll end up writing about himself, the copywriter, and the copywriting that he can offer. Features of the service. But any copywriter knows that you need to turn the features into benefits for the customer. It’s good marketing.
The copywriter should be explaining how he can increase sales, attract customers, save the client money, provide exceptional service and so on.
The same applies with lawn mowers. The customer may be searching for “lawn mowers”‘ but what he wants is short grass, great value and delivery by Tuesday.
If you’re a graphic designer, clients won’t search for “professional image”, “design impact”, or “creativity”. They search for “graphic designer.” So your copy has to keep mentioning “graphic designer” this, “graphic designer” that. But that’s not a benefit.
What’s the solution? Balance.
How important is Google?
You need to know how important keyword searches are to you. If most visitors come from other sources – perhaps through a direct mail campaign, Internet advertising clicks, or because they are a regular customer and have you bookmarked, then your copy should focus more towards good marketing, with less emphasis on search engine robots.
But if Google searches are everything to your organisation, then play the game by their rules.
Remember the customer
Carefully written copy can at least try to play both games. You can keep using keywords, but always bear in mind that you need to bring the focus back onto benefits for your customer.
try to play both games
It’s not easy, but it’s what good web writing should be about: keeping one eye on the search engines and pleasing them when necessary, but always bringing it back to people, to customers, to benefits. Because that’s good marketing.
Disclaimer: This post is based on an original article I wrote about 18 months ago and circulated around several of those ‘article sites’. So you may have seen something similar elsewhere. But this is my work.