Gareth Trufitt

I’m no word class writer. That may come as a surprise to some of you but it’s true. That’s not to say I’m a bad writer, I have an A* in GCSE English that says I’m not, but I just don’t have that pizazz or flare that you see in some bloggers, whether it’s Manchester based web guy Nathan Beck or world renowned web guy Jeffrey Zeldman. Both writers never fail to draw me in and keep me reading whether they are talking about Why Standards Fail or keeping a travel diary. They may have a natural talent for writing or it may be the accumulation of years of hard work and experience but there is an element to their emotive and descriptive writing that I just can’t seem to grasp. Maybe I’m too critical of my own writing but I think I have a long road ahead to build my standard of writing to something that I feel comfortable clicking the publish button, and releasing my writing into the world, without hesitance.

So what has this got to do with SEO copywriting?

SEO copywriting is an art form in itself, it requires skill to craft flowing sentences, imagination to think like your audience and knowledge to know what works. SEO copywriting can do great things to improve your writing skills. You must mix natural language with your keywords, forcing you to think hard about sentence structure and whether what you are writing makes sense. It forces you to write creatively, working over revisions to ensure you have got the perfect piece of text. You must think hard about what your visitors are coming to your site for and how your copy can determine who visits your site.

Obviously SEO copywriting isn’t the magic bullet that it used to be, Brian Clark states that “most of what determines the ranking position of any particular page is due to what happens off the page, in the form of links from other sites” whereas SEO Book CEO, Aaron Wall believes that the way to gain long term optimisation in the search engines would be to “create high quality content that users like that would make a search engine inadequate if it was not ranked.” Essentially the key to SEO copywriting is creating high quality content that people will want to link to. But this is about using the restrictions of SEO copywriting to improve all of your writing online and offline, no matter the context.

Can your creativity thrive in a restricted environment?

Image: Laineys Repertoire

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