This is Part 1 of our five (5) part series on “do it yourself search engine copywriting”. The aim here is to provide you with the basic information and skills required skillfully write your own copy and improve your search engine rankings.

Search Engine Copywriting or SEO copywriting is a newly and rapidly emerging field of Online Marketing. It emerged when online marketing experts began to realise ranking at the top of the search engines does not automatically translate sales and by extension having a great sales letter did not translate to higher search engine rankings.

Search Engine Copywriting is a technique that combines the skill of search engine optimisation with the craft of copywriting. Search Engine Optimisation is designed to influence the search engine in awarding your page a higher search rankings when a search is done using a keyword relevant to your site, page, product or service.

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Copywriting on the other hand is the creative technique of communicating to visitors using the art of persuasion to get your most desired action. Your most desired position can mean either getting them to buy your products, services or signing up for a subscription such as your newsletter.

One of the keys to succeeding within your niche is finding that delicate balance between writing for the search engines (SEO) and writing and speaking the language of your customers (copywriting). If you write for your customers with little or no consideration, the probability of your site ranking at the top of the search engines when a search is done would be remote.

On the other hand if you write strictly for the search engines you may gain excellent rankings but you may not get your most desired action since you would not be speaking the language of your customers.

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The secret to successful search engine copywriting is developing demand driven, original and creative content that meets your customers needs and interest and is sufficiently optimised to meet search engine standards. Great SEO copywriting succinctly incorporates keyword optimisation and keyword placement with the four most important principles of copywriting, AIDA:

Attention: the rule here is to introduce your customers to the most important benefit of your product or service. Pay close attention to your headline. It is the most important part of your copy. The idea is to be clear, bold and dramatic.

Interest: once you have gotten your prospect attention you have to maintain their interest. The rule here is to convince your prospect that there is a need for your product. This is where you speak about the benefits of your product and services and how they can solve the prospect problem or satisfy a want or need.

Desire: After you have gained your prospect interest, you need to prove to your prospects that your products can satisfy their needs. You need to convince them that they should buy your product instead of that of your competitors. This can be done through the use of third party credibility indicators such as testimonials, use of research and statistical data, highlighting your unique selling proposition (what differentiates you from your competitors)

Most Desired Action: this is where you tell your prospect exactly what action you want from him or her. This could be asking the prospect to buy your product or sign up for your mailing list for example.

Keep in mind that search engines are about providing unique, original, fresh and quality content to persons who use their service. If your pages satisfy these criteria then you would experience little problems in having your pages indeed by the search engines.

More important than high search ranking is converting your lead into a sale or getting your most desired action from your visitor. Make your customers your primary focus when writing your sales copy. Be mindful of the fact that people buy your products not search engines.

If you want to improve your search engine copywriting skill you must read, practice and practice more.

Best of luck in your next SEO copywriting project.