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Copywriting Information |
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Copywriting Makeover: Search Engine-Friendly Can Also Mean Visitor-Friendly
When it comes to search engine optimization, copywriting plays a big role. You want to have excellent copy that appeals to both your visitors and the engines in order to create pages that will rank highly. However, sometimes there can be potential problems with fitting copy into certain types of sites. Due to space constraints, page layout requirements or other issues, some site owners hesitate to include SEO copy thinking it will detract from the visitor's experience. It won't if you do it right! Gigmasters.com is a database site that allows visitors to search for any number of entertainment options then book them directly from the site. They segmented their target audience by the events visitors would book entertainment for (i.e., wedding entertainment, birthday party entertainment, etc.) Pages were then created for each entertainment type. The Problems Gigmasters.com wasn't ranking highly for its keyphrases on a number of pages. In fact, for the page we're focusing on in this article (see the original copy here: http://www.copywritingcourse.com/gigmasters-original-wedding.pdf), Gigmasters.com wasn't ranking in the top 50. The page desperately needed more copy. The concern was that visitors would be distracted by the addition of more text. After all, customers who come to a site to book entertainment are going to focus on the information in each performer's bio? not the copy on the category page, right? As we found out, this was not at all true. In addition to quantity (word count), the page also needed quality. The one paragraph of copy that was on the page was rough and sounded awkward. The Solutions Writing copy that appeals to the site visitors and the search engines should be the goal of every SEO copywriter. You never want to sacrifice one for the other. However, I knew that adding a long block of copy right in the middle of the page would not be using good judgment. Good thing nobody ever said all your copy had to be in one place! By breaking the copy up and adding short blips under each section of the page, we were able to include enough text to support the chosen keyphrases. At the same time, we were able to help visitors make the best choices for their wedding entertainment. The Rewrite For this particular page, the target customer was someone in need of wedding entertainment. The visitor might be a bride or the mother of a bride looking for a wedding band (a wedding music band, that is), a DJ or some other form of wedding reception music. Most often the site visitor was a bride, however. I never want to include copy strictly for SEO purposes if possible. The copy should always have a dual purpose: to help the visitor and to boost rankings. To accomplish this with Gigmasters.com, the introductory paragraph of copy spoke directly to the bride-to-be. It gave her the feeling that Gigmasters.com understood how important the music for her wedding and reception are. Under each music classification, the bride was given ideas or suggestions. Statements like, "The gentle melodies played by a harpist or flutist during the prelude to your ceremony can add an air of distinction" and " Do you want your guests to dance? Consider a Latin band or swing band to pick up the beat" prompted visitors to think through their selections and evaluate all their options before deciding. Each section of copy used at least one primary keyphrase to boost support of those terms with the engines. The copy was carefully written so as not to sound forced or stiff when including search terms. The Results You can view the updated copy here: http://www.copywritingcourse.com/gigmasters-updated-wedding.pdf. What happened after the changes? Within just a few weeks the page began to rise in rankings dramatically! Currently, the page has great rankings with various engines for various keyphrases - several in the top 10 with Google and Yahoo. And conversions? They are holding steady if not increased some according to site partner Kevin Kinyon, further proving that search engine copywriting can be helpful to real people, too. by Karon Thackston © 2005 Copy not getting results? Learn to write SEO copy that impresses the engines and your visitors at http://www.copywritingcourse.com. Be sure to also check out Karon's latest e-report "How To Increase Keyword Saturation (Without Destroying the Flow of Your Copy)" at http://www.copywritingcourse.com/keyword
MORE RESOURCES: Claude AI for copywriting examples Blockchain Council "I was forced to use AI until the day I was laid off." Copywriters reveal how AI has decimated their industry bloodinthemachine.com From Recognised at Clio Awards for Professional Council of Surveying Campaign Little Black Book | LBBOnline Global copywriting services market projected to near $48.89bn by 2032 amid rising brand content demand Marketing Edge Why copywriting is the new superpower in 2026 Search Engine Land Consider a Career in Copywriting Careers Portal The Perennial Predicament of the Artist with an Office Job The New Yorker Copywriters Produce Misinformation That LLMs Amplify Let's Data Science Creative Minds: From the Senate to adland, Jonel Revistual detoured his way to copywriting Campaign Asia Doom Spiral: Is AI Creating a Copywriting Feedback Loop? Little Black Book | LBBOnline Help! Itâs the First Trump Presidency and This Poetâs Life Is Spiraling. The New York Times Why 2026 Is the Golden Year for Copywriters vocal.media World Creative Rankings 2026: Serviceplanâs Javier Granados named most-awarded copywriter The Drum Tristin Vaccaro, Mission 500 and Vaccaro Copywriting: Best Advice Security Sales & Integration Creative Minds: Sophie Harper once hid her creative side, until she realised copywriting was poetry with a pay cheque Campaign Asia âThe Copywriterâ author Daniel Poppick composed text for a queen Orange County Register How to Become a Copywriter in 2026: A Beginner's Roadmap Simplilearn.com Lachy Banton departs TBA to take on new in-house Brand Copywriter role at Sea to Summit Campaign Brief WA How Copywriter Ali Alshehri Sharpens His Creative Capacities Little Black Book | LBBOnline 12 Best Copywriting Books for Aspiring Marketers [2026] Simplilearn.com 12 Copywriting Tools for Effective Content Creation in 2026 Simplilearn.com How to Become a Copywriter | SNHU Southern New Hampshire University Iâm a copywriter. Iâm pretty sure artificial intelligence is going to take my job | Henry Williams The Guardian ChatGPT Took My Job in Copywriting. You Could Be Next. entrepreneur.com How I Taught Myself Copywriting and Created a $974,000 Business Business Insider How AI Copywriting Is Changing Marketing: From Bots to Brilliant Ads Eye On Annapolis The 10 best AI copywriting tools (free and paid!) in 2025 Hootsuite Blog Will AI make copywriters obsolete? é»éć ± Google Ads copywriting with AI: Getting the prompt right Search Engine Land Copywriting Lessons from Poets, Playwrights and Novelists Little Black Book | LBBOnline SEO copywriting in 2025: 5 pillars for ranking and relevance Search Engine Land Meet Nicole Brena | Personal Wellness Copywriter SHOUTOUT ATLANTA How to Start a Freelance Career Without Using Upwork and Fiverr Business Insider In Her Own Words: Copywriter Caroline Duggan honors Shakespeareâs art The Business Journals Will AI make copywriters extinct? dentsu.co.jp Meet Gabrielle Eloy | Copywriter & Creative Strategist SHOUTOUT ATLANTA Charlotte Moore PhotoBook Magazine Meet Mikayla Taylor | Copywriter for Women Entrepreneurs SHOUTOUT ATLANTA Copywriting Services Market to reach $42.22 Billion by 2030, with a Projected CAGR of 7.6%, says Coherent Market Insights Yahoo Finance Author Liani Kotcher on Copywriting and Her Latest Novel, Ski Weekend Montecito Journal I make up to $13,000 a month copywriting on Fiverr. Here's how I got started and landed clients. Business Insider Meet Bianca Heath: Copywriter SHOUTOUT ATLANTA Meet Raeah Carroll | Copywriter & Copy Coach SHOUTOUT LA Meet Julia Angel | Copywriter SHOUTOUT MIAMI I'm a freelance editor who's embraced working with AI content. Here's how I do it and what I charge. Business Insider Meet Anna Bratton | Copywriter SHOUTOUT ATLANTA The Multifaceted World of Copywriting With R/GAâs Robyn Tenenbaum Little Black Book | LBBOnline How AI Copywriters Are Changing SEO future.com I'm AICO, the AI copywriter. é»éć ± Dentsu, Dentsu Digital, SoftBank Corp., and SB Intuitions Launch Joint Research on Generative AI Specialized in Japanese Copywriting ăœăăăăłăŻ Copywriting Services Market to reach $42.22 Billion by GlobeNewswire EXCLUSIVE: John Davenportâs next creative mission âą Copywriting â last line standing âą Thu 09 Oct 2025 MarkLives.com Can (or will) AI Replace Copywriters? Browser Media Meet Alise Crittendon | Copywriter & Digital Content Creator SHOUTOUT ATLANTA Journalism alumnus pursues copywriting in New York City University of Nevada, Reno Meet Tiffany Lewis canvasrebel.com A millennial who left the corporate world and scaled a 7-figure copywriting business explains how she did it Business Insider Should You Hire a Copywriter? Architectural Digest 7 Companies Hiring Copywriters Built In |
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