Adding content to your website is a huge part of the website building process. And of course, everyone wants a functional website that is sophisticated and on brand. Unfortunately, good website copy often gets overlooked in this process. Many times, people take a DIY approach with website copy. It’s almost an afterthought.
So let’s talk about why good website copy matters as much as other content so you can understand why treating it as an afterthought can be a mistake.
Good Website Copy Requires Having a Plan
Believe it or not, having website pages filled with lovely and interesting words is not enough. Creating good website copy requires using everything from the right keywords to keeping search intent in mind. The structure of this written content matters too! I wrote a blog covering why content structure matters for SEO, and you can read that here. Here, I’ll just explain why keywords and search intent matter, and where and how these things are used on your website.
Okay, So What About These Keywords?
Keywords are foundational to your SEO strategy. These are the words and phrases relevant to your industry, your products, and even specific web pages that people use to search online. You probably already know that people use these phrases to get information or buy products. The search engine then tries to produce the most relevant results based on these words and phrases. Using good keywords matters because the whole point of having a website is to make yourself, or your business, discoverable. You can read more about that here. But the point is, good website copy will always use these keywords in meaningful and intentional ways to support your SEO strategy.
But Good Website Copy is More Than Using Keywords
It’s necessary to use these keywords effectively. The copy also has to be compelling and relevant. The keywords also have to be used appropriately and in the right places. This is where search intent comes in. What is search intent? Well, it’s simply the intent the user has when searching for something online. Are they looking for information? Do they want to make a purchase now? This matters because people want to be directed to the most relevant page and in the fastest way.
Search Engines Want to Give Relevant Results
Because it’s the job of search engines to offer the most relevant results, search intent is factored in. For example, if someone is trying to find information about you or your business they don’t necessarily want to be directed to your products page. Or your Book page. Or your Services page. They want to be directed to your About page. The search engine tries to interpret the intent of different keywords and phrases to give the best results. So it’s important that the right keywords are used on the right pages of your website! This can be also achieved by having the most relevant content for that page on that page. Search engine algorithms use both of these things to return relevant search results.
But Wait, There’s More!
Along with all of the above, good website copy needs to be used not only on the page, but the keywords also need to be linked to the metadata on the backend of that page! This means the focus keyword/s on the backend of any given page match the keywords on the website page that visitors see. This is the stuff SEO copywriters do! It all works together to create strong SEO. In turn, this makes your website more discoverable to the right people, for the right reasons. You can read more about metadata and on page SEO here.
Good Website Copy Will Always Matter
Though algorithms are constantly changing, with the intent of finding the best and most relevant search results, good website copy will always matter. Recently there have been some shifts in how search engines index and find content. It’s actually gotten pretty messy and AI is basically in a beta testing phase. But good website copy, along with good content and structure, will always play a significant role in a website’s discoverability.
That’s having a well-functioning, secure website filled with slick and professional content, including SEO-focused copy will always be important. Creating fresh content and adding it to your website regularly will also always matter. And the more competitive visibility becomes, the more it will continue to matter, no matter what happens with search engine algorithms or how sophisticated AI becomes, or doesn’t become.
Good News! Monkey C Media is now offering packages for SEO copywriting. This means you too can get a leg up in the SEO game and increase your visibility online! Reach out and see how we can help.
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