Content is Currency

Developing Powerful Content
for Web and Mobile

by Jon Wuebben - Founder and CEO of Content Launch

SEO Copywriting: Why Do Some People Think it's So Cool to Downplay its Importance?

I don’t know about you, but I’m getting tired of something I have been reading for a while now. It pops up in various blogs, articles and even at important trade shows like Search Engine Strategies. And I know people naturally want to promote “the new stuff” and be seen as a trailblazer or hot researcher or even as a plain and simple contrarian, but the continuing comments re. SEO not being as important as it was… or that it’s not important at all, is bad information. And it’s actually doing people a disservice.

The final straw for me is when I read this post in Copyblogger today:

The author said, “What About SEO Copywriting? Forget about it. Seriously. If you focus on writing clear, concise and compelling copy, you will naturally write keyword-dense copy. You’ll naturally write for the search engines.”

Say what?  No, that’s not right.  Forget about it?  Hardly. People don’t just naturally write for the search engines. A lot of people don’t know anything about the search engines. Many don’t know about keyword research. And then there are Meta tags. Do we just forget about them too?  Or do they just magically get written…naturally?  Not even.

And, don’t get me wrong, Copyblogger is usually spot on. Brian Clark is clearly a leader in our industry. But I just don’t agree with publishing this type of information. For one, it can mislead the newbies out there.

Writing optimized web copy is part art, part science, but all skill. And it needs to be practiced. There are many things one needs to pay attention to when writing for the search engines. Although I know you’ve heard it before, it’s not just about dropping your keyword phrases in 3 times on every page. If you want to dive into it, feel free to take a look at some of the other posts on the Content Rich blog, or pick up a copy of my book.

Note: There are also a group of “elitist” online marketers out there who love to be perceived as cool or cutting edge, when they really aren’t. Do yourself a favor: Don’t listen to them. I say forget about cool and let’s just help people with their websites.

Other online marketers are deserving of expert status and do have incredible insight and ideas. (See Seth Godin, Rand Fishkin and others like them.) These guys can show you the way!

And when it comes to SEO content, let’s make sure we aren’t misinforming people.

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