To get the right web copy working for your online business, you need to know exactly what market you’re targeting.
For instance, I recently consulted HR firm directors who want to invest in keyword-rich web copywriting to boost their organic search engine rankings. But they’re putting the cart before the horse; they have yet to clearly define their target market.
You can’t optimize your web copywriting with the right keywords if you don’t know exactly who you’re targeting and in what market or region. It turns out they will attempt to incubate a local network, and moving forward they’ll try to make themselves known to select organizations across Canada and the U.S.
Depending on the nature of your business, your SEO copywriting might need to be ‘regionalized’ to reach your target market. For instance, a North Vancouver-based skin care clinic we recently performed work for would have little or no benefit receiving traffic from other cities as all services are performed locally.
Hence, all SEO efforts had strong regional emphasis in a bid to attract local consumers. Again, online visitors from New York would have no value to this client, so we didn’t water down our efforts by targeting global or general terms.
The strategy and effort paid off. Within five weeks, the client benefited from 58 number one positions on the top three search engines: Google, Yahoo and MSN. In fact, the client reported a significant number of website-generated leads — all made possible by purposefully targeting regionalized keywords and phrases.
