Does Your Copy Rise to the Top?
Posted by Sandy Fitzgerald
I must just have way too much time on my hands.
How else can I explain it? I'll go online looking for a car charger for my laptop, and I'll end up deep into someone's blog about how laptops are really being used by the government to control our mind waves.
I'll jump from there into a discussion about how Michael Jackson and Jimi Hendrix were actually the same person and neither one of them are dead, and from there over to Twitter, and from there...
And yes, my Internet jumping is my fault, I know. But if some company out there had figured out how to make their car charger sales go to the top of my Google search, I might actually be on the way to buying a car charger instead of explaining to some park ranger why I'm writing at the park with my computer plugged into an outlet in one of the shelters.
That's the whole point of effective SEO or Search Engine Optimization marketing - making sure your website, and therefore, your product, gets to the top of the good old Google list. It's about anticipating what customers will be looking for, so when someone like me comes in and types in laptop, your site will rise above the conspiracy theories, the data entry from home jobs and the offers to win a free laptop by filling out a survey.
And how do you do that?
Well, it's not easy.
In the past, SEO marketing meant repeating your product over and over again. Word count hits on the words laptop, car charger, and computer, the more they were mentioned, brought you higher on the search engines.
It also meant horrible copy that nobody would read.
The modern trend is copy that brings in the customers. Copy that engages them, speaks to them and gets them to not only click on your page link, but keeps them there long enough to click on your product links as well. Does your copy do that? Because if it does, it will lead to more and more people clicking on your si
te. The more traffic a site gets, the more relevant it is to people's searches and the higher it will go on a Google list.
This isn't to say that reading about the Jimi Hendrix/Michael Jackson theory isn't a fun way to spend an afternoon - but imagine how much more fun it would have been to be able to read about it on a legally charged computer!