Content Development: The Dark Shadow Of SEO Copywriting

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SEO copywriting is a term that I don’t really care for all that much. It carries with it an essence of manipulation and misguided priorities. Most people overthink the SEO side of this phrase and forget about the most important aspect of content development, which is creating a good user experience. In the case of content development for SEO, you can have your cake and eat it too, as long as you keep the long term in sight and don’t get clouded with lofty short-term goals.

The first tool that you need to take full advantage of is the keyword tool. There are numerous ones out there and they can be used as an asset to your overall marketing efforts, not just SEO. By using content development as an opportunity to talk to your customers, and making use of the search volume data you acquire from a keyword tool, you can improve your communication by providing more relevant information, all the while making good strides in your SEO campaign.

By keeping the focus on communicating with customers and not so much on SEO, you will actually hit both goals over time. Don’t distract your content developers with the idea that keyword-stuffed articles will provide more traffic. Again, in the short term this may be true, but in doing so the quality of the writing will suffer and your conversion rates will drop off accordingly. Also, by making quality content the singular focus, your site will be more link worthy, which is another golden asset of a strong SEO campaign.

Another approach to keep in mind with content development is that being direct and to the point is always best. Keep things as narrowly focused as possible and don’t go overboard with lengthy descriptions that can be summed up in a few words. This again helps with relevancy and linkability which has the side effect of boosting your SEO results.

Whether you are in charge of a team of copywriters for a large scale collection of websites, or you are an entrepreneur going it alone for your content development, keeping your priorities straight and not letting the SEO side of things dominate your efforts will provide you with long-term customers, conversions, link popularity, and yes, SEO presence.

About the Author

Chris Stiner is both a SEM specialist and DRTV media buyer at Koeppel Direct. With over 10 years of offline and online direct response marketing experience, he has a unique skill set and outlook on the synergies of multi-channel SEM direct response marketing.

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