Web Marketing all-in-one for Dummies®

Chapter 6. Writing Great Copy for Search Engines (And Readers!)

In This Chapter

• Writing online copy that attracts customers, boosts sales, and helps grow your business

• Writing title tags and headings (that people will click)

• Setting a writing routine

• Finding writing help

Like it or not, search engines care about words, so you're going to have to put your hands on a keyboard and write some stuff about your company or hire someone else to do it.

Keep the following in mind:

• Writing great copy takes time and practice, not necessarily natural talent.

• Hiring someone else to write is an option, but it's going to cost you. If you pay $5 for a page of copy, it will read like you paid $5 for it — lousy.

• Setting a routine makes writing easier.

In this chapter, I give you some tips for writing great copy that both search engines and your visitors will like.

Writing Online Copy

You haven't even started writing yet, but I bet the two thoughts going through your mind are

"I don't have anything to write about!"

and

"How many times should I repeat a key phrase on a page?"

Brainstorming tips

Can't think of anything to write? Try these five tips:

• Think about what your customers most often ask and write detailed answers to each of those questions. One well-written page can reduce calls and questions and make your customers happier. Plus, if that's the question they're asking, chances are they're typing it into the search engines, too.

• Write down the most ridiculous claim your competitors make. Then answer it, professionally ...