The Challenges of SEO Copy

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I've been writing SEO (search engine optimization) copy for a long time now, and one of the complaints I often hear is that SEO = bad writing. It can be easy to overload copy with keywords and keyword strings, rendering the copy nearly useless (and easy for search engines to "get" and therefore not help your site goals at all). It takes a deft hand, and dare I say it, a good writer to actually make the copy sing a bit and really jump off the page.

I wanted to include some samples of a recent project I've been working on for this great site (if you wear contacts, that is). I've been writing descriptions of lenses, and it would be amazingly easy to just cut and paste and make each blurb sound nearly identical; most of the other sites I've seen do that. Sure, it's difficult to have a great deal of variety in very short descriptions of the same product, but it is possible. Here are three descriptions of three lenses, each made by the same manufacturer, and each including the same name brand. Note the substantial differences in each write up:

Extreme H2O 54%

If you want your lenses to feel just as comfortable at the end of the day as they do at the start, the Extreme H2O lenses by Hydrogel Vision Corp are perfect for you! Made with a unique material that contains 54% water, these lenses offer all-day visual clarity and will not dry out while in your eye. These lenses can last from two weeks to a month depending on the recommendation of your eye care professional. Slightly tinted for ease of handling, these lenses come packaged six to a box in buffered saline.

Extreme H2O 59%

Do you suffer from dry eyes, or work outside in hot and dry conditions? Perhaps you just want the most comfortable lens out there for all day wear; if so, then the Extreme H20 59% lens – containing nearly 60% water – are ideal for you. These lenses will not shrink, tighten, or change shape on the eye during the day, meaning they are just as well-fit at the end of the day as they were at the start. Visibly tinted for ease of handling, these lenses will not change your eye color. Each box contains six lenses in buffered saline.

Extreme H2O 59% Extra

This lens has it all; made of a unique material called hioxifilicon D and balanced with 59% water, this lens is also slightly thicker for extra durability. The innovative design allows for amazing long-lasting comfort, and will feel just as great in your eye at the end of the day as it does at the start. If you suffer from dry eyes, these lenses are perfect for you. These lenses will not change your eye color, but are visibly tinted for easier handling. Each box contains six lenses in a buffered saline solution.

See? It can be done. I'm not going to claim these are examples of great literature or anything, but each blurb manages to convey the salient brand details and information in a fun, engaging manner that doesn't get too repetitive. Yes, I know I'm totally patting myself on the back here, but this is a challenging project and I'm proud of the work I've done on it.

SEO does NOT equal bad writing, unless whoever writing the copy is a bad writer. If you work with a real writer, you get real copy. End of story.

Comments

[Mocha]

GOOD writing, Cecily! And thanks for explaining what SEO stands for again. I have to be constantly reminded. I'm just that stupid.

[twitter.com/typeamom]

Oh, thank you for preaching it! I am constantly arguing that you can write for spiders and humans and do BOTH well.

[foxy.kate]

I agree. Dude, I had to do like 47 freaking pages of blown glass sinks and faucets. It damn near killed me.

[SEO Guide]

I like this concept. I visited your blog for the first time and just been your fan. Keep posting as I am gonna come to read it everyday..