You want to promote your company with great web content. There’s a big difference between simply writing copy with no intention of using keywords and copywriting with a focus on utilizing SEO (search engine optimization) strategies. While two completely different web pieces can be considered “well-written,” copy that incorporates SEO¬†can help drive people to your company’s site more than copywriting without it.

What is SEO exactly? It’s the process of getting traffic to your website from the “free,” “organic,” or “natural” search results on search engines, like Google and Bing. These search engines help people find exactly what they’re looking for by using a special algorithm (taking a bunch of information and turning it into useful search results), and it’s important to figure out the most important search terms to use in your writing to up your rankings and guide people to your site. Search results matter. Words, titles, links, words in your links, and your reputation are all important factors that search engines utilize.

The trick is making your search term usage come across smoothly and naturally, and if it can’t be detected by someone who doesn’t know what search engine optimization is, that’s even better. SEO can sometimes have a bad reputation, as it can seem pretty¬†obvious and even forceful. Include keywords in such a way that your writing doesn’t sound artificial. You’ll want to create a good flow by generating interest, providing helpful information, and ultimately persuading people that what you’re writing about is worth their time.

Make a good first impression. Just as this is important for in-person encounters, it’s also significant with your online presence. Along with the bulk of your copywriting within your site, your title tags need to be in tip-top shape as well. Chances are good that your title tags are the very first things your visitors read. These should be a summary of what’s on a particular page. Including keywords will help searchers identify your site, and these title tags need to be attention-getting. If you think something’s boring, do you still click a link anyway to find out more? Probably not. Choose your search terms wisely.

Keyword density is also essential. Search engines used to suffer from abuse and ranking manipulation by writers stuffing web pages with excessive or irrelevant keywords. Changes have been made, and companies using this aggressive strategy can get their sites banned from search results. You have to find the right balance of search terms and content.

Do you like it when salespeople try to sell you something in a seemingly roundabout way, but you totally know what they’re up to? That’s kind of like blatant SEO. Once you know about keywords, you’ll be able to detect it all over the internet – but when you take the time to make sure your organic (“earned” results) SEO writing has a natural flow, you’ll be more successful. Copywriting can improve your business tremendously, so make sure you’re using it carefully.