Web copy is sometimes viewed as a toxic mix between science and art. Take a complicated equation, chuck some buzz words at it, then hope for the best – et voila!
But if more people actually concentrated on the actual content instead if the process of creation, their website copy would be far more effective. For there is no secret recipe for great web copy – all it takes is skill and understanding.
If you want interesting and compelling copy, invest your time into creating it – not focusing on the ‘ifs’ and ‘buts’ of search engine ranking. It’s a classic case of not seeing the wood for the trees.
Crafting copy which is engaging and a joy to read will always drive traffic to your site and is far more productive than trying to second guess the cryptic formulas of search engine criteria. As Jennifer Grappone and Gradiva Couzin
have said for years, writing for people is the way to go – not for bots.
That’s not to say you shouldn’t be using keywords and structure to your advantage – just don’t get dazzled by buzzwords and gimmicks along the way.
The secret to great web copy is, well, great web copy – content which is professionally structured, enjoyable to read and effective at getting your message across.
The smoke and mirrors game of exotic equations and wordplay is just another way to confuse you into believing it’s more complicated that it really is.
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