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Before the age of computers, writing effective copy was relatively simple. The copy consisted primarily of words typed neatly on a page in a manner the reader could easily scan and comprehend.

Today is a totally different story. With virtually all print media shifting to the web, writing copy has changed significantly. While the cumbersome manual typewriter is replaced by the ease of electronic copy-paste using a keyboard and computer, writing copy for the web has become increasingly complex in light of SEO and effective keywording.

About Search Engine Optimization

Hidden in the vast reaches of the internet are millions upon millions of web pages, articles, and content websites. Typically the way this information is retrieved is through a keyword search using a major online search engine such as Google, Yahoo!, or MSN. However, this still does not guarantee the web copy will appear in an optimal position in search results so that people will click on the content and read the copy. This is where search engine optimization comes into play.

Search engine optimization (SEO) simply means optimizing web copy to make the content search-engine friendly so that the web copy appears in the top search results. When one delves into SEO, he or she quickly finds an entire science devoted to ensuring top placement in search results. Suddenly terms such as cost per click, advertiser competition, and global monthly search volume become familiar vernacular for the web copy writer.

Choosing Effective Keywords

Writing copy for the web is different from traditional print copy in the sense that the web writer must pay careful attention to each word and phrase he or she uses.

The key in choosing effective keywords is to place oneself in the position of the end user searching for a particular term. For example, a person searching for a new lawn mower would probably type "lawn mower" into the search engine to come up with results. The person could also type "new lawn mower," "find lawn mower," or "buy lawn mower." Knowing this, the web copywriter should sprinkle the article with these keyphrases.

The Web Copywriter's Best Friend: Google Keyword Tool

When writing content on the web, the copywriter should always have the Google Keyword Tool open in a dedicated web browser tab. The Google Keyword Tool displays effective synonyms for keywords and keyphrases used in the web copy relative to advertiser competition, estimated cost per click, and search volume. These keywords and keyphrases help to estimate the popularity of the article and the chances the web content will be found by users through a web search.

Things to Avoid When Writing Web Copy

When writing web copy, the content should be optimized for high placement in search engines using SEO. However, the web copywriter should avoid using certain keyphrases too many times in one article so that the search engine spiders won't consider the content to be spam. The text flow must also be readable and easily scannable by readers.

In summary, the web copywriter must strike a careful balance between an optimized article that reads naturally, yet at the same time is discoverable by search engines.

Learn more about this author, Daniel J. Gansle.
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