Expert: Ensure articles for SEO are engaging

7th July 2008

Articles written by a company to improve search engine optimisation (SEO) must also be compelling enough to drive readers to interact more with the business, an expert has asserted.

According to online author Christina Newberry, while the benefits of SEO-focused articles and press releases for search rankings can be significant, businesses must make sure such content is well-written and engaging.

She advised firms to refrain from hiring outside parties in non-English speaking companies to do the job, no matter how cheap it may be, as an article written in substandard English may impact negatively on search listing positions.

Ms Newberry stated: "You need to build your credibility and make the reader want to learn more to get that critical click-through."

According to copywriter Karon Thackston, there are instances when a business may need to edit copy to combat falling rankings, such as when conversions are affected or when there are new products and services to consider.