Much better, I believe, to have an advertising, marketing and PR programme in place whereby a business is getting it’s name out there, not just online through various social channels, but by traditional means too like press, billboards, radio, mailers etc., and backing this up by taking the time to invest in quality content on their site that sells whatever their proposition is. Human beings are led by their emotions. Technology may lead them to the water, but it won’t convince them to drink. Or in other words, SEO, to me, isn’t the be all and end all - quality content and persuasive and alluring messages are. However people arrive at your website (and, again, by online search is just one of many means) they need to be first and foremost wooed by the words they see. What’s more, if the content is written well, those words won’t just automatically include many of the key phrases that SEO folk bang on about, they will also flow nicely and entice, which, at the end of the day, is what ultimately will attract people to your business proposition, product or job.
More and more these days I find myself thinking that those with a vested interest that push SEO as being the be all and end all and a 'must have' seem to conveniently ignore the fact that rather than putting all their eggs in one basket and relying on search engine results ranking them at the top of their particular pile, many businesses employ other means of driving traffic to their website. And, even if through some kind of technical jiggery pokery a business DOES end up ranked number one, there is still no guarantee that a) they are the best people for whatever task the reader has in mind or product they need or b) that the website the reader lands on is going to tell a story that's going to convince them that this company is indeed the proverbial 'dogs swingers' in its field.
Much better, I believe, to have an advertising, marketing and PR programme in place whereby a business is getting it’s name out there, not just online through various social channels, but by traditional means too like press, billboards, radio, mailers etc., and backing this up by taking the time to invest in quality content on their site that sells whatever their proposition is. Human beings are led by their emotions. Technology may lead them to the water, but it won’t convince them to drink. Or in other words, SEO, to me, isn’t the be all and end all - quality content and persuasive and alluring messages are. However people arrive at your website (and, again, by online search is just one of many means) they need to be first and foremost wooed by the words they see. What’s more, if the content is written well, those words won’t just automatically include many of the key phrases that SEO folk bang on about, they will also flow nicely and entice, which, at the end of the day, is what ultimately will attract people to your business proposition, product or job.
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About Me
An experienced creative freelance copywriter and former recruitment advertising agency client services executive up to Director level, I have also worked in the advertising departments of national and regional newspapers and at a London Advertising Sales House. I set up my own copywriting business back in 2001 and work with a wide range of clients on a variety of press and online copywriting projects, the majority focused on recruitment communications. You can also find me on Twitter under my pseudonym '@RecruitmentCopy' Archives
November 2019
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