Entries from July 2013 ↓

In the aftermath of Google’s Panda and Penguin algorithm ‘tweaks’, the fact that we all get search results that relate to our location (yup, you’re no longer seeing country-wide results^*) and the prospect of even more changes on the way, is there a future for search engine optimisation?

Let’s face it, small businesses with a national (and international) reach relied heavily on their SEO to get great rankings in the search results. Now, they have no way of knowing who will see their listing because everyone sees different things.

OK, for local search this isn’t too much of an issue, but how are SEO companies dealing with the fact that they can no longer state, with any certainty, where their clients’ websites are ranking?

The changing face of SEO

Once upon a time, SEO could be divided into 2 categories:

1. Internal SEO – relating to your website’s structure
2. External SEO – articles, content, blogs, press releases, links etc.

Of course, the reason for Google’s changes comes down to that small minority who couldn’t be bothered to do things properly and had to find short cuts to make money.

These ‘black hat’ SEOers spoilt the party for all the other legitimate businesses who worked hard to get their rankings playing by the rules.

Now many face an uncertain future, or are being forced to rethink their whole marketing strategy because they can no longer reach out to the wider market place.

Search goes social

The focus behind all these changes is for our search results to become more social and therefore (apparently) more relevant.

The relevancy of your website is now to be dictated by the number of followers, comments, views and shares your content gets.

The problem I can see with this, is that it won’t be long before the cowboys work out a way of faking that too.

Where does that leave us?

For most of the big brands out there these algorithmic changes have little or no effect. But for the smaller businesses they can have a devastating impact.

Google claims that if you have followed their SEO rules your website won’t be affected, but thousands and thousands of sites have seen their rankings plummet because of them.

Online marketing is a fast changing environment. Keeping up with these new techniques is proving to be a major headache for many small businesses out there. They don’t have the budgets needed to get an expert on board to help them and so are left floundering in the wake of the might Google’s whims.

Over to you

Are you an SEO company? How are these changes affecting you and your clients?

Are you a small business struggling to keep pace with it all?

Leave a comment below because, whatever your story, we want to hear from you.

^*If you want to return to national results, simply go to your Google home page,  click ‘settings’ (bottom right), click ‘Search Settings’, click ‘Location’ and then enter UK in the ‘Where are you?’ box.

Author:

Sally Ormond, copywriter and MD at Briar Copywriting Ltd – blogger, cyclist and mum.

Is there a difference?

In essence the answer to that question is no.

Both must engage the reader, both must persuade the reader and both must convince the reader to take action.

The main difference is the way the two are read.

Website copy

Reading from a screen is not natural; in fact 79% of web users only scan the page rather that read it word for word.

They also read it much slower so your writing should be concise, to the point and use short paragraphs, sub headings and summaries to help the reader find and assimilate the information.

One clear benefit web copy has is the hyperlink. This enables the copywriter to link one section of text to another related one, or direct the reader to an external document or web page that will enhance their understanding of what is being said.

Search engine optimisation is another consideration for website copy. But it is essential keywords are used naturally to prevent the copy becoming over-optimised.

Finally, the copy must always be rounded off with a strong call to action at the end telling the reader what they should do next.

So, with all that in mind, effective web copy should be:

• Simple and short (vocabulary and sentence structure)
• Short paragraphs with clear subheadings
• Bulleted or numbered points to show important information
• Have the key information at the start of the page

Print copy

In contrast, when the information is presented in a printed format, the reader reverts back to a traditional method of reading and an expectation of the familiar beginning, middle and end structure.

They expect the topic to be introduced before being faced with benefits and hard facts.

The use of sub headings signposts the location of information helping the reader identify the detail that’s most important to them. And of course, it must always be rounded off with a call to action to tell them what they need to do next.

As you can see the difference between the two is very subtle, but both demand the use of simple, persuasive and engaging language.