What is copywriting? It’s the practice of creating content for websites, blogs, brochures, white papers and anything else that requires text.Online content or SEO copywriting is a specialized craft consisting of optimizing the content for both search engines and humans. This delicate balance involves a level of skill most creative writers do not possess. To answer the question what is copywriting, the medium must first be defined. The majority of copywriting is online content. Therefore, it must contain certain elements to make it both capture the attention of visitors and well as search index robots.
Besides answering what is copywriting, it’s equally important to understand how to create solid online content for best results. It can be done by an experienced SEO content writing service or learned by the layperson. Of course, there is a substantial learning curve involved with crafting online content.
What is Copywriting Answered
Without particular formatting, style and function, online content loses its ability to rank high in search, as a result, fewer visitors will read the copy. Some who ask what is copywriting are actually asking about format and online content as it pertains to search engine optimization. So the question what is copywriting becomes more a question about how to develop online content that is SEO friendly and won’t turn-off visitors.
Online Content Basics
As with anything else, there are some ground rules when writing online content. As repeatedly stated by Google’s chief webspam engineer, Matt Cutts, quality content is the most important answer to what is copywriting. The phrase content is king can be found near and far about online content. Formatting for creating web copy is likewise important. The trick is to produce online content that is simple to index and easy to read. These are the two cornerstone answers to what is copywriting.
Web Page Copy
Formatting web page copy is another key element in online content. It’s no accident that search engine index robots and humans “read” web page copy essentially the same way. Because spiders are programmed by humans, it’s only natural that they are designed to “like” web page copy with a certain format.
- Keyword Research. This will always be a factor–though the extent might differ–it’s how search robots determine the relevancy of online content.
- Headings. Headings should appear in a logical hierarchy. Search engines expect to see this just as humans do.
- Length. Keep it short, simple and to-the-point. Going on for hundreds and hundreds of words will only increase a site’s bounce rate.
- Useful Information. If anything answers what is copywriting when referring to online content, it’s useful information which is both concise and delivers on its title’s promise.
- HTML Coding. Very few lay copywriters know proper HTML. But it’s a necessary evil. Superfluous code will stymie and/or confuse index robots–it needs to be clean.