Never bury your optimized content – and about styles of burying

We find it’s always desirable to place optimized content as high up in the site plan as we can – ie as few clicks away from the Home page as possible. While the search engine spiders will find the content if the site is set up correctly, the indexer may decide that the content isn’t very important because you’ve placed in a hard-to-get-at location. The result is that the page ranks more poorly than expected. So, in such a situation, hard work spent optimizing may well not bring the returns you’re looking for. Recently, we’ve found another wrinkle. If the...

An interesting view on an earlier post

My Twitter pal and SEO Copywriter A Charlotte Riley took up my post Writing SEO Copy is Different and ran with it. Her views on writing for the Web are worth quoting, alone: Traditional media uses communication as a bullhorn, but when writing for the Web we have the ability (and obligation) to turn it around completely. To paraphrase Danny Sullivan, search engines are reverse broadcast marketing. Perhaps a more eloquent summary of one of the themes that runs through much of my writing here at Dangerous Thinking. But the real meat of Great copy IS user experience is as...

Writing SEO Copy is different

When writing most marketing or advertising copy you make assumptions. You make propositions built on those assumptions. And produce the most interesting and engaging copy you can. With SEO copy you start from a different place. That place is key phrase research, and while it provides everyone involved with a Web site with priceless information about its customers and competitor weaknesses, often it throws up surprises about how people think about a product or service. By their very nature, these surprise findings often do not fit in with the client’s expectations, or carefullly developed proposition. Or perhaps you discover factors...

I’m not sure about the following post

Someone asked me earlier this month about how SEO copywriting differs from ordinary copywriting. We ended up talking about how sometimes the SEO copywriter ends up working on much less promising material than our advertising cousins. The following post attempts to make sense of of what we covered in that discussion. I’ve been tweaking it on and off for several weeks, but I’ve never been totally happy with its clarity. Today is the last day of the month, so to hell with it. I’m going to press the button and publish. Let me know what you think.

Stravinsky and writing SEO copy

Please bear with me on this one. Most of my posts here are practical or seek to answer questions that have come up when I’m talking to clients, prospects or colleagues. This one is a little more, shall I say, theoretical – about the nature and process of writing. Triggered by a Tweet by fellow SEO copywriter michellereno that asked what inspires (copy)writers to write. I believe she has also posted a blog entry. I’m not sure inspiration is really at the core of my writing – see the third paragraph on this page of my personal blog. And here’s...