When it comes to small business websites, web copy should be influenced but not led by SEO keywords.
As part of any search engine optimization (SEO) campaign, targeted keywords need to be incorporated into the copy on respective landing pages. This will help the major search engines distinguish the unique relevance between each page. However, if the web page copy doesn’t make sense, grammatically, prospective clients will go elsewhere.
SEO is vital to any online marketing strategy and is typically a website’s main source of lead generation. While there are many tactics involved in a running a successful SEO campaign, such as incorporating keywords into URLs, headers and meta information, one of the most important tactics is integrating targeted keywords into the site’s copy without sacrificing key messages and grammar.
Re-writing website copy can be the most complicated step in an SEO campaign. Keywords should be used throughout the copy, using the appropriate density, but without harm to the copy’s message. The final copy should make sense because if it doesn’t, even a strong search engine position will be worthless.
SEO campaigns need both time and investment to be successful, but the return on investment can be huge. By not taking the extra time to ensure that keywords are being used properly, you will be setting yourself up for failure.