By Enzo F. Cesario
Advertising should be part of any growing business. Regardless of what your business does, customers have to know about your product or service in order for them to use it. As the Internet becomes a primary source for consumer knowledge and increasingly, purchasing, it’s imperative that your company gets its message out through this medium. However, advertising on the Internet works differently than traditional advertising in that the customer must find the business instead of a business coming to the customer.
Copywriting is the creation of text used in advertising, regardless of medium. This covers every aspect of an advertisement: promotional flyers, jingles, slogans, billboards and Web pages. All of these strive to put your product or service in the best light possible and are aimed directly at the consumer; except for Web pages. With Web pages there is another audience your advertisement must also target: the search engine.
Think of a search engine as being a giant phone book: customers looking for a type of business will often look up that category and start by calling the first listing. Because phone books are indexed alphabetically, almost every category will have a business with a name beginning with “a,” or even “aaa.” Likewise, Internet users who aren’t familiar with the category they’re looking at will start with the first link they see when they search for something. However, dozens or even hundreds of factors determine the placement of these pages. This is where SEO comes in.
SEO stands for Search Engine Optimization. Like naming your business “AAA” for placement in a phone book, SEO techniques match Web pages with the criteria that search engines use so that they are placed as high on a search as possible. Web pages are placed on search engines through the use of a Web crawler. This is a program that systematically searches for new Web pages and categorizes them. Because the Internet is so massive, these crawlers are designed to weed out useless pages and concentrate on unique ones that will be useful to people who are doing the search. Search engines use dozens of factors in their algorithms to find and place Web pages. They are very secretive about the specific factors so that no one can cheat their system by writing a Web page just so it will be placed on top. While the specifics are unknown, there are a few things all search engines use to categorize pages: the number of links to a page, its ranking on Web site traffic sites and keywords in the page.
We all depend on getting accurate, useful results from search engines. Search engine companies actively modify their criteria to keep spam from showing up on their pages and to keep their users happy. Therefore the best way to use SEO to get people to your Web page is by playing by the rules; pages that have useful information will stay on top of searches, while those that don’t are quickly removed.
Many search engines sell ads, but any reliable service will not sell search placement, nor does advertising with them influence your place on their searches. There are three things you should be concerned with to ensure a good ranking:
SEO is vital in copywriting for Internet-based advertisements. Properly implemented, it will help keep your page on the top of search lists. By creating good links, using accurate keywords and limiting Web crawling to useful pages, you can ensure customers can find you.
Enzo F. Cesario is a Copywriter and co-founder of Brandsplat. Brandcasting uses informative content and state-of-the-art internet distribution and optimization to build links and drive the right kind of traffic to your Web site. Go to www.Brandsplat.com or visit our blog at: www.brandsplatblog.com.