SEO tips: Continuity in copywriting boosts rankings

Creating search engine optimised copy that flows successfully is a challenge that can make or break your campaign. So says Karon Thackston, writing for PromotionWorld.com, who has compiled a handy set of SEO tips to bear in mind when drafting copy.

Thackston argues that continuity between the initial trigger (be it an ad, banner or tweet) through to the landing page is vital. This means using consistent keyphrases and seamlessly flowing copy.

Anything less will confuse potentially interested prospects, who may well drop off before even visiting your site.

The basis of writing organic SEO copy is to develop and follow the same topic from a prospect’s first exposure to your site to the call-to-action on the webpage. Thackston advises thinking of your tag sets as links in a chain, ushering the prospect from one step to the next.

“It should – in essence – work exactly like the process when writing a paid ad/landing page combo,” she says.

The next step is, ironically, to stop. Before writing, walk the exact path your prospects will walk.

“If the title tag captures their attention, where will they look for more information?” she asks. “When they click through to your web page, how will they know they are in the right place?”

By considering these and other questions of continuity, SEO copywriters can send potential customers along a clearer path towards conversion.