By design, online search engines like Google create result listings based on hot and relevant SEO (search engine optimization) keywords. The most ideal website rankings mostly rely on the strategic use of common SEO practices (i.e. long-tail keywords, blog entry tags, meta tags, link exchanging, etc). However, no matter how visual or audible any Web page may be, the actual content matters the most.

Not only do search engines rank your site by keyword relevance, they also determine whether your site is relevant and unique to a user’s defined search. So when it comes right down to search results, it is more valuable to have something worth saying rather than a page designed with repetitive key phrases.

Following are a few useful writing tips that can enrich the value of your site, increase your readership, and raise your overall web ranking:

1. Stick to a solid writing format: introduction, body, and conclusion. The copywriting should smoothly lead readers to the climax of the story. With a Web audience, you have only a few seconds to make a connection, so your writing should reveal the main point within the first 150 to 200 words.

2. Say more with fewer words. Are there any unnecessary pieces of your copywriting that are clouding the core message? Consider how you can avoid wasting words, or using up your space with ranting, musing, or stream-of-conscious writing that lacks direction. Readers who keep coming back to your site desire originality, and sometimes, meaningful information that may be read, recommended, and linked to over the next 10 years.

3. Think creatively with titles. There are many ways to entice readers with new headers or titles. For instance, you can pump it with SEO keywords to show up higher on the results listing. You can pose a stimulating question or startling statement (i.e. “10 worst predictions in 2009 politics,” “sex, lies and health care reform,” or “will your investments be worthless in 2020?”).

4. Encourage interaction with readers. One of the best ways you can expand your audience is by making your site more interactive. In addition to posing intriguing headers or titles, you can assert your take on a controversial topic instead of presenting an informative and neutral position. You can add a kicker in the middle or end of the copywriting, which will encourage commentators to post their opinions.

5. Offer something unique or original. Above all, make sure that your website benefits readers with unique information that they wouldn’t necessarily find on a related blog or site. Think about the entire online experience that you would want to create with your readers. Is there something extraordinary about the opinions you offer (i.e., are you an expert in your topic?), do you allow your audience to get more involved, and does your site provide the full multimedia experience? What is the true value of visiting your site, and what keeps users coming back for more?

If you have additional questions about how I can help your website generate more leads with great copywriting and how important copywriting is to helping your company increase their presence online, please contact me and I will be more than happy to help. I can be reached at 208.598.0084 or matt.shifley@yahoo.com.