SEO Copywriting and Its Importance

As others start to determine that Google ranks on more of user-action (specifically bounce-rate), an SEO is no longer just going to be focusing on the science of organic rankings, but also its art.

As we know, Google cannot be studied as an artform; it is a computer and entirely inanimate.  However, if its algorithm is no longer based on quantitative factors (such as number of links, keyword density, etc.), its study will have to changed.

SEO research is no longer going to be looking at Google’s guidelines or checking how many backlinks Yahoo says you have, but it is going to be an entire study of the person.  There is where copywriters are going to become better at SEO than the actual, original SEOs.

Having said the above, this blog may no longer appear to be targeted solely in the direction of SEO as a science, but instead marketing as an art.  This blog will be taking a defining and obvious change.

Bounce rate

Bounce rate is an entire measure of — if your users will stay at your site (and navigate) or will they immediately leave upon entering?  Bounce rate — itself cannot be measure by Google (unless you use their analytics system).  The following observation was interesting:

If a surfer Clicks SERP [search engine result placement] A from a list of SERPs and then (10 secs to 4 mins later) clicks any other SERP on that same list of search results it is a negative quality indicator. If the user found what they are looking for, they wouldn’t need to keep clicking on SERPs. If they continue to click, they’re initial find was not satisfying….

This could definitely be tracked by Google since the JavaScript, onclick, is used in Google’s SERPs.  Therefore, this measurement could not be referred to as just “bounce rate.”

I haven’t been able to determine anywhere Google (when I say “Google” — I mean their entire collective of employees) mentions the importance of bounce rate in the rankings of their SERPs.

The new SEO or copywriter’s job

The new job is going to be how to figure out how to make a higher percentage of your users satisfied and prevent them from going to other websites.  (Additionally, there is a lot of potential here for blackhat SEOs).

The copywriter is likely to be just a whitehat SEO, and really doesn’t need to know anything about “SEO” other than just persuading users to not go to competitor’s sites.

In conclusion, I believe copywriting is the future of SEO.