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Making your ‘web words’ work harder – Five key advantages of Great SEO copy

November 7th 2011

Frankie Robinson

This is Frankie’s first ‘proper job’ after graduating from university and joined the team as a PR account executive before moving over into marketing. Having already undertaken internships at ITV Press Office and b2c PR agencies, she decided that the challenging (but seriously fun) world of b2b was more to her liking and the rest, as they say, is history!

The basis of effective internet marketing is copy, but it must be written in the right way to make sure that you reap rewards in terms of improving your search rankings. SEO considered copy, written in the right way, can provide immeasurable benefits over copy written without SEO in mind. As a simple guide, the five advantages of SEO copy listed below may convince you to have a rethink about your own web content.

Benefits of copy written with SEO in mind

1.    PPC piggybacking - Your rewards someone else’s costs
Don’t feel intimidated by your competitor’s PPC campaigns as if you play your copy right you can piggyback and benefit from such campaigns. If you use the RIGHT keywords, your relevant SEO content will show up when a surfer types in these keywords, alongside your competitor’s paid for Adwords. Best of all your competitors can’t block your site from the rankings, because your results will be organic and not paid for.

2.    Trust in you and your site
eMarketer.com has found that people searching the web trust organic listings 86% of the time, versus paid listings. How do you get a high ranking organic listing? Brilliant, engaging, SEO friendly content of course! Need more convincing?

3.    Lower your costs
Demand for PPC is on the rise and is outstripping supply; therefore bid prices are going up and guess what? It’s having a significant impact on your ROI. Sh*t. So what can you do about it? After all it’s down to the b2b marketer to come up with a viable solution. Simple - go organic. Effective SEO content only ‘costs’ the time it takes to produce it. Just make sure you do it in an informative and on a consistent basis and you’ll start seeing the results. A good start point is to give your keyword strategy some proper consideration based on research findings.

4.    Organic listings = More traffic
“one study found that search users are up to six times more likely to click on the first few organic results, than they are to choose any of the paid results . . . Other studies have shown that only 30 percent of search engine users click on paid listings, leaving an overwhelming 70 percent. . . clicking the organic listings.” [Source: SearchEngineGuide.com]

5.    Good copy will reward you for years to come
Write the RIGHT SEO copy now and it will still be coming up in search results for years to come. The b2b marketing you do now has the potential to reach customers five or even ten years from now – so the more of the good stuff you produce, the more likely you are to continue to drive traffic to your site. Sounds pretty good huh! We think so too.

So, if you need any more convincing about why you should be investing more time in your web copy, then think again. SEO driven copy should be at the top of any b2b marketer’s agenda and understanding how the spiders and bits work in grading your content would be time well spent. Alternatively, drop us a line and we’ll share some knowledge.