| it comes to search engine optimization, copywriting | | | | the same time, we were able to help visitors make |
| plays a big role. You want to have excellent copy | | | | the best choices for their wedding entertainment. |
| that appeals to both your visitors and the engines in | | | | The Rewrite |
| order to create pages that will rank highly. However, | | | | For this particular page, the target customer was |
| sometimes there can be potential problems with | | | | someone in need of wedding entertainment. The |
| fitting copy into certain types of sites. Due to space | | | | visitor might be a bride or the mother of a bride |
| constraints, page layout requirements or other issues, | | | | looking for a wedding band (a wedding music band, |
| some site owners hesitate to include SEO copy | | | | that is), a DJ or some other form of wedding |
| thinking it will detract from the visitor's experience. It | | | | reception music. Most often the site visitor was a |
| won't if you do it right! | | | | bride, however. |
| is a database site that allows visitors to search for | | | | I never want to include copy strictly for SEO |
| any number of entertainment options then book | | | | purposes if possible. The copy should always have a |
| them directly from the site. They segmented their | | | | dual purpose: to help the visitor and to boost |
| target audience by the events visitors would book | | | | rankings. To accomplish this with Gigmasters.com, the |
| entertainment for (i.e., wedding entertainment, | | | | introductory paragraph of copy spoke directly to the |
| birthday party entertainment, etc.) Pages were then | | | | bride-to-be. It gave her the feeling that understood |
| created for each entertainment type. | | | | how important the music for her wedding and |
| The Problems | | | | reception are. |
| wasn't ranking highly for its keyphrases on a number | | | | Under each music classification, the bride was given |
| of pages. In fact, for the page we're focusing on in | | | | ideas or suggestions. Statements like, "The gentle |
| this article (see the original copy here: wasn't ranking | | | | melodies played by a harpist or flutist during the |
| in the top 50. | | | | prelude to your ceremony can add an air of |
| The page desperately needed more copy. The | | | | distinction" and " Do you want your guests to dance? |
| concern was that visitors would be distracted by the | | | | Consider a Latin band or swing band to pick up the |
| addition of more text. After all, customers who come | | | | beat" prompted visitors to think through their |
| to a site to book entertainment are going to focus | | | | selections and evaluate all their options before |
| on the information in each performer's bio… | | | | deciding. |
| not the copy on the category page, right? As we | | | | Each section of copy used at least one primary |
| found out, this was not at all true. | | | | keyphrase to boost support of those terms with the |
| In addition to quantity (word count), the page also | | | | engines. The copy was carefully written so as not to |
| needed quality. The one paragraph of copy that was | | | | sound forced or stiff when including search terms. |
| on the page was rough and sounded awkward. | | | | The Results |
| The Solutions | | | | You can view the updated copy here: What |
| Writing copy that appeals to the site visitors and the | | | | happened after the changes? Within just a few |
| search engines should be the goal of every SEO | | | | weeks the page began to rise in rankings dramatically! |
| copywriter. You never want to sacrifice one for the | | | | Currently, the page has great rankings with various |
| other. However, I knew that adding a long block of | | | | engines for various keyphrases - several in the top |
| copy right in the middle of the page would not be | | | | 10 with Google and Yahoo. |
| using good judgment. Good thing nobody ever said all | | | | And conversions? They are holding steady if not |
| your copy had to be in one place! | | | | increased some according to site partner Kevin |
| By breaking the copy up and adding short blips under | | | | Kinyon, further proving that search engine |
| each section of the page, we were able to include | | | | copywriting can be helpful to real people, too. |
| enough text to support the chosen keyphrases. At | | | | |