Saturday, 24 September 2011
SEO copywriting and the need for simplicity
"Simplicity is the ultimate sophistication."
~ Leonardo Da Vinci
As an editor I often see clients overcomplicating their copy. There seems to be a common misconception that, in order to sound professional, language has to be elaborate and that simple terms are somehow insufficient. In fact, this is not true – especially when we are dealing with Search Engine Optimisation (SEO).
SEO is all about keeping things simple. It is about understanding your customer, talking their language and calling your premium digging device a spade. Yet the need to keep things simple seems to be one of the hardest things for some clients to understand.
Imagine your potential customers sitting down at their computers and looking at the Google screen. What will they type into the search box?
It is only when you can think about SEO in this way, that you truly appreciate the need to abandon any pretentiousness and start at a grass-roots level.