Seo Copywriting

The Art Of Flow And Overflow

Writing content that works both at a human level and for artifical intelligence, i.e. for search bots, requires a certain amount of finesse and at times, leger-de-main. All seo copy must first and foremost work at a human level, like any normal copy; it must be unambiguously human-oriented text, which delivers meaning without being tainted with any seo overtones. However, the art of seo copy is to make it Janus-faced, so that whilst working at a prima facie level as ordinary copy, it must then be able to operate in the background as copy that is meaningful to search engines. The trick with seo copywriting is to have natural flow, plus some overflow for benefit of the search engines.

Different copy presents differing levels of challenge and complexity; with one piece of copy, making it search engine friendly can be a relatively straightforward remit, with another, it can generate some interesting challenges. Whilst certain elements of on-page seo are not in themselves particularly complex, on-page seo nonetheless requires a range of functions to be fulfilled, and fulfilling these functions can create conflicts with the natural flow of the text. Indeed, at times, optimizing a piece of text can be quite challenging, and may require some quite creative resolutions….(see our study on “Seo Bristol“).

Although Google changes a lot at the moment, the basic precepts of on-page seo have so far remained relatively stable. We don’t tend to publish these precepts, because there remain a wide range of conflicting opinions, (still), and we prefer to do our own research, and apply our results accordingly. Suffice it to say, in our opinion, that we believe that basic on-page seo can be boiled down to a handful of well-known constraints and embellishments that need to be imposed on a piece of copy.

We stress that these are primarily constraining factors, and the governing rule of on-page seo is to let the natural copy flow as freely as possible in spite of these constraining factors. Often a good harmony is possible, sometimes creative solutions are required, and sometimes one side needs to defer to the other, either an element of on-page seo must be sacrificed in order to create natural copy, or, (if you must – though we advise against it), natural copy must defer to the constraints imposed by seo.

The deeper you go into your target markets, selected keywords, and corresponding information and content architecture however, the more complex on-page seo becomes.