John Rust Consulting is highly experienced in Search Engine
Copywriting. It is one of our primary and most effective website
marketing services. Writing your website's content must go beyond all
the traditional marketing requirements such as getting attention, creating
interest, motivating customers to make a decision and to take action
(contact you and make a purchase). These are crucial once a customer finds
your website and takes a look. But getting your website in front of a prospective
customer will require several new aspects to your marketing program.
One major component of this is your website's listing on internet search engines like Google, Yahoo
and MSN. Buyers, your buyers, now use internet search
engines over 80% of the time they search for
new products and services. You must get these buyers to see your website.
Period. That is the game today. And this game begins with search engine
marketing - getting your website among the first sites shown by the
search engines. Your marketing plan must now place a heavy emphasis search
engine marketing.
Your website's written content will play three critical
roles in getting your website in front of these hot prospects. First,
adding useful, original, written content will not only help you with
search engine marketing, it will help you establish credibility and trust
with buyers. Written, or visual, information makes you look like an
authority, and therefore someone to trust. In addition to providing
interesting material to prospective customers, additional content gives
search engines more information to read, and therefore more opportunities
to show your site to buyers looking for what you offer.
Second, search
engine copywriting is placing certain words (known as "keywords")
into the written text and into certain page locations where search
engine spiders will read the words and associate them with your
marketing emphasis. The search engines will use your words and page
arrangement to establish what you are all about, and to decide when to
show your site to search users (who we hope to make our customers). So how
the words are written into the page content is crucial in search engine
marketing. When
combined with other, more technical, components of your website, we call
this search engine optimization.
Finally, having useful, original, written content will lead other
website owners to add links to your site from theirs. They will do this
only if they think their site's visitors will find your information useful
and interesting. This can bring you more visitors. More importantly for
your search engine marketing program, the search engines now take into
consideration how many other sites link back to yours, and what those
other site are about. This is called link popularity. In theory,
having more sites point to you means that others recognize that you are an
authority worth checking out - so the search engines will put your site
closer to the top of the list.
With proper copywriting and content on your
website, nearly all search customers arriving at your website will be
looking for exactly what you have to sell. Unlike general media
advertising where your ad is shown to many totally uninterested, and even
unlikely, buyers, referrals from search engines are the most highly
effective, targeted, marketing available. And they can come to you for
free.
