Commercial websites are not unlike holiday homes. Having built or converted the property, owners need to attract visitors. Likewise, website owners are keen to gain both new and returning visitors as soon as the site is open for business. To this end, search engine optimisation (SEO), the process of fine-tuning a website so it gains high search engine result page rankings, becomes crucial.
Indeed, SEO has become a veritable industry within the internet world. SEO agents are only too ready to offer a variety of techniques, some quite sophisticated, to captive clients. However, in the rush to achieve high search engine rankings, it can be only too easy to forget one of the most powerful SEO techniques of all: Writing high-quality web copy.
Indeed, writing web content should never be neglected in favour of more technical practices. Rather, it should be treated as integral to the website development process.
Primarily, writing is vital to the judicious placement of suitable keywords around the site. Keywords are, essentially, the words or phrases that are most relevant to your website content, and which chime with the search phrases currently most popular with search engine users.
A skilful writer will also ensure that web copy is regularly refreshed with, informative content. Search engines tend to lean favourably towards sites that are frequently updated.
Finally, an authoritative website, with concisely written, clear, newsworthy content, will be more likely to increase the number of respectful links they gather from other sites: links from friendly websites are a real SEO boon.