When online marketing professionals optimize a web site for search engines and directory queries, they should'nt spend most of their time redesigning the layout of the site to suite the search engines. Most of their time should be spent on researching, writing good content that will index well in the search engines, and writing thorough, accurate descriptions for directory submissions. Good web content must contain well researched and varied keywords and key concepts, based on a web page's topic accurately reflecting the web pages content and be strategically placed throughout a web site.

Most sales and advertising 'fluff' should be avoided.

How many of you have seen this scam, "We are second to none!" How many people do you know really search using that phrase? When you are looking for something on the web, you are going to type in exactly the type of product or service you are looking for, not sales and advertising slogans.

Website copywriting should contain keywords and key concepts without all the slogans and sales pitches. Web copywriting has to flow and be strategically placed to get your web pages ranked well in search engine and directory queries - after all Google looks to rank websites on content relevance. Your potential customers will also appreciate being able to find what they are looking for as quickly and easily as possible. That's just good customer service.

The one time that web copywriting is extremely important is your site submission to Yahoo. Although Yahoo reserves the right to change or modify the site description you send them, if you can submit a well-written description containing your most important keywords and key concepts without word stacking, Yahoo will likely keep most of your description intact. This is especially the same with the Open Directory Project.

Good website copywriting is a necessary element of both online and offline marketing. If you do not have experience in writing good content for the search engines, we recommend that you hire an online marketing consultant to initially write the content for you and optimise it for your website. Then you can learn from the copy you paid for. The more practice you get at website copywriting, the better you will get at it.