If you’re copywriting for Direct Marketing, you’ll be on target for SEO
Writing for SEO needn’t sound forced. It should flow naturally. But how do copywriters do it?
It’s a logical process. Provided you have a few bits of key information in place you’ll find yourself writing for SEO without even realising you’re doing it.
First get your direct marketing ducks in a row
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a worthwhile offer
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a logical structure (problem, solution, action)
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your key words and phrases
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strong headers (based on your key phrases and terms for the offer)
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informative sub-heads
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stimulating supporting material: case studies, customer testimonials, research findings…
Then communicate your message by way of a proper, grown up argument. Write like a warm human being. Stay on message and stick to your brand. Give subtle yet clear, visible calls to action.
There’s no need to shout and scream like traditional offline direct marketing used to. Although website visitors have notoriously short attention spans, once they get interested in your site they don’t want you to play the heavy salesman.
Once you’re happy with the first draft check your copy against the latest SEO recommendations. If you’ve got it right you’ll have got there without sounding like a robot!
Provided you pay attention to this lot you’ll find yourself writing with SEO in mind, quite naturally. Mind you, I do all this without thinking. It’s second nature. So perhaps I’m making it sound too easy. If in doubt, hire yourself a good copywriter…
Note for 2015 – some things never change. While the SEO landscape has altered beyond all recognition, top quality content is still your most powerful weapon and keyword stuffing is more of a massive no-no than ever.
