| Introduction
Page 5
Out of this search
engine mania, a new science has evolved – the scientific study of search
engine algorithms and the practice of optimizing Web sites for maximum findability.
It’s spawned a whole new and exciting industry – search
engine optimization.
With the huge potential
sales and profits possible using search engine marketing, it makes sense to take
a disciplined studied approach to optimizing Web sites. Search engine writing
is only one aspect of search engine optimization tasks, but it is very important.
It may have been sleeping for a little while but it is awakening as perhaps the
most important aspect of SEO.
The techniques you’re about to learn are one of the few magic bullets to
get your site ranked high in search engines. When combined with strategic link
building and careful directory submissions, your writing can take your company
into new business success never dreamed of. It is a systematic, scientific approach
that I’ve taken to the search engine optimization services I provide small
business clients who have become powerhouses in their business sectors. Careful,
studied, well crafted, yet there’s still lots of room for creative voice
and stimulating, interactive copy. There are so many ways you as a copywriter
can contribute to the success of your Web site. Search engine writing supercharges
all your content development.
If you’ve
heard that search engine optimization creates awful Web copy, don’t give
it any regard. In reality, search engine optimized copy is more focused and more
expressive of real value for customers. Rather than writing the usual self-aggrandizing
corporate rhetoric and weak brand pushing cliches, which only impress investors
and company executives, you’ll be delivering your company’s unique
value proposition clearly and in text. It will appeal to today’s info and
time hungry consumers. You’ll get to the point with right words.
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