IT’S A BIG worldwide web out there. With nearly 2 billion live websites on the internet and an estimated 5 billion internet users, about 4 billion of whom are on social media, it’s all too easy to get lost in the crowd.
But there are ways to improve search visibility through crafting content that’s more friendly to search engines—and to humans alike. Here are three ways to boost your signal to get the most out of content-based marketing.
Content vs. Copy: Writing Titles and Headings with Search in Mind
Copy writing usually refers to printed material, while content writing refers to web publishing. There’s definitely overlap—good writing is good writing—but the real difference is that copy writing is not necessarily web-optimized, while content writing purposefully integrates best practices for SEO. In other words, content writing is web search friendly.
To illustrate the difference, here’s an example of a title for the same content about plywood manufacture, copy versus content:
- The ABCs and 123s of the Original Panel Product
- Plies, Adhesives and Orientation: How is Plywood Made?
The first one is a playful title that alludes to the actual subject without mentioning it. It’s fine for copy writing, but it’s the wrong approach if the content is destined for the web. Basic as it may seem, it will get lost in the web search shuffle—and your content along with it—because it is too abstract.
The second one is much more searchable. It’s phrased as the…