The Internet is powered by all types of content: videos, pictures and copy. Copy, which is the written content, is the most common and perhaps most important type of content on the Internet. Copy helps direct search engines, inform readers and convey complex information. Effective website copy is vital for any site that wants to expand its reach. It engages readers, provides them with the information they seek, and may even convert readers into customers.
Common Types of Website Copy
Most copy can be separated into two primary categories: static and dynamic. Static copy is typically used to provide information that is essential to the website, such as sales pages, informational content and how-to guides. Dynamic copy typically refers to blog posts, which may not always be visible to new visitors but will remain hosted on the blog.
Every type of content has one or more of four main goals: entertain, persuade, educate and convert. Each of these goals can be applied to both static and dynamic copy, but typically, dynamic copy aims to entertain and persuade, while static copy aims to educate and convert. Dynamic copy is traditionally used to bring people to the website, whereas static content comes into play after people are on the website.
Differences Between Personal and Business Copy
Not all websites are related to a business or organization. Many websites can be classified as personal websites. A personal website might deal with a hobby or interest or it may discuss the life of the website owner. The types of copy and their common goals remain the same. However, some personal websites -- namely blogs -- only have dynamic content.
Personal website copy has less-stringent requirements for grammar and technical correctness -- it can be more conversational and colloquial. While business copy can also take on a casual tone, it must be done carefully to avoid appearing unprofessional.
Importance of Search Engine Optimization
Search Engine Optimization is the practice of optimizing a website with the goal of increasing its ranking on search engine results. One of the biggest factors you can control to influence your site's search engine ranking is the quality of your website copy. Search engines scan and analyze the copy and store the information in a database. When someone runs a search with a search engine, it may display your website in the results, earning your website traffic.
Keywords were once vitally important when creating SEO website copy. While they are still a factor, search engines have evolved to the point where content quality plays an important role. It’s more effective to put your time and resources into developing high-quality website copy rather than low-quality, keyword-heavy copy.
One of the worst things you can do for your website’s SEO is plagiarize content. Search engines are now able to tell when something is plagiarized. When two identical pieces of copy are found, the website that was the last to post the copy is usually considered to be the plagiarist. All the website copy you host should be entirely original to avoid this issue.
Using Website Copy Effectively
One of the best ways to improve your search engine results, build an audience and keep your site up to date is to post new content regularly. From businesses to personal blogs, any website owner who wants to increase traffic should be regularly posting new copy. One method that proves useful is to write or buy a large amount of content and then schedule when it will be published.
You can optimize existing content in a number of ways, though one of the best ways is to link to old content within new content. Interlinking blog posts and static content helps guide visitors and search engine bots around your website. Another way to optimize old content is to ensure that it makes use of your target keywords at least once.