Writing copy for the web is not rocket science. Some SEOs would want you to think that it is...but it’s not. Plain and simple.
Actually, plain and simple is the name of the game when writing ideal content for the web. It’s all about talking to your visitors—in other words, writing in a straightforward, conversational way. And of course, by doing this, and providing plenty of information that they’re seeking, you’ll also be creating the kind of content that works really great for SEO. And yes, even in the brand new world of Google Instant Search.
There are a few tips & guidelines you might keep in mind when setting out to write great web copy that works:
Create Easy-Reading Content.
Short sentences, short paragraphs, plenty of headlines, and lots of whitespace are all well-respected ways to keep visitors reading your website’s content. Reading from a computer screen is stressful to the eyes—do everything you can to make it easy for your visitors to read—including writing content that they’ll actually want to browse & pay attention to (no academic papers or anything like that, unless this is what your website is actually all about).
Keep It Personal & Direct.
Again, this is where the conversational aspect of good web writing comes into play. Talk to your reader—using plenty of direct terms like “you” and “your.” Write actively. Don’t be passive or use a third person narrative. No essays here—just easy flowing conversational copy.
Use Your Keywords.
Writing for the web is unique in the fact that almost all copy published online will eventually be scanned, indexed, and archived by search engines. Every article or piece of copy online becomes part of a living record—unlike traditional print media where it just ends up in the recycle bin after a few days. Use great keywords that relate to your niche; they’ll keep working well into the future in attracting search engines and visitors to your highly relevant niche content.
The way the web works—including the latest improvements like Google Instant Search—definitely will continue to evolve. That’s simply a fact. For web owners, the way to keep active in the game is to continue to produce great content that readers want to read. By doing this, the search engines will maintain interest as well.
Bottom Line
Even with the evolution of search, one thing remains completely stable. Great content is what people are searching for. It will never go out of style.
