SHOULD YOU WORRY ABOUT SEO AT ALL?
Should you worry about SEO at all?
Stephen G. Barone
barodine marketing communications & research
This is a heretical question among website professionals and marketing types. But if yours is primarily a word-of-mouth business, and you mostly send people to your brochure website after meeting them in order to reinforce your sales pitch, then putting a lot of time and energy into SEO per se might be an unnecessary distraction, especially to the extent that SEO keywords might compete with readability or the sincerity of your voice.
HOWEVER, if the purpose of your brochure website is to get you found from among your competitors, then SEO is paramount and inserting as many keywords as practical into your copy is indicated. That said:
Do you really need a Madison SEO copywriter?
Unless you simply do not care about readability and are writing only for search engine robots, then developing a keyword list and building your copy around it is a huge mistake—albeit a common one—and especially if you have yet to identify and articulate your positioning, differentiation, features, benefits, and the other constituents of your brand.
While it is easy enough to develop a list of SEO keywords intuitively or empirically, it takes considerable skill to integrate them into your website copy without denigrating your message, diminishing readability, or otherwise sounding contrived and insincere.
For these reasons you would do well to hire a professional website copywriter to develop your website content and information architecture.
In sum, your SEO keywords should serve your copy—not the other way around. Expertly ideated, written, and arranged content can accommodate your SEO keywords while nonetheless describing, promoting, and celebrating your brand.
Want to talk about it? Contact me at firstname.lastname@example.org
Stephen G. Barone is a marketing communications specialist and co-principal at barodine marketing communications & research, a general contractor of creative and analytical marketing talent to the science, technology, engineering, medical, professional, and general business communities.
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