While it’s well known that someone has to write the copy, there’s always been a question of whether SEO copywriting or natural writing is more effective in getting conversions. I, for one, am torn between the two, and I say that as a confident SEO copywriter and specialist.
The problem is that SEO is theory – not fact; witness the many conflicting tips, tricks, hints and information on the subject. For instance, one SEO guru may extol the virtues of keywords in the Meta tags, while another may tell you to forget the keyword tags all together.
In copywriting for SEO purposes, keywords “seem” to be the most important thing about the content. As you read articles on the Internet, you’ll find keywords that jump out at you; unnaturally placed, redundant, oddly written, some misspelled. Is this natural writing, written badly? No – it’s SEO.
Now, we in the optimization game know that SEO works. We prove it when our clients reach the first page of Google on a strong search term and their traffic and conversion numbers rise. What often happens, however, is what I call the “vitamin” effect. You take a lot of vitamins and you feel better, but you don’t know which ones are working and which ones aren’t so you keep taking them all.
While we may not know everything that works versus everything that doesn’t, we do know that key words and phrases are effective. So perhaps it isn’t the use of the keywords; perhaps it’s our implementation of them.