Keywords 'vital' to great online copy

16th September 2008

Keywords are an essential part of the online copywriting process - and not just for search engine optimisation reasons.

This is according to MarketingSherpa founder Anne Holland, who said in a blog post that good use of keywords can also help to connect with customers by showing the company can speak their language.

She advised those creating online content to look up customer-friendly keywords in search engine listings, focus groups, customer hotlines and user-generated reviews.

The next step is to insert these keywords in important places such as headlines, sub-headings, the first paragraph of the main text body and in blog categories and tags.

"Great copy is less about creative or clever phrasing and more about clarity of message for the skimming eye," Ms Holland stated.

According to a post by Tina Kelleher of Microsoft on the adCenter Advertiser blog, it is essential to expand keyword lists ahead of the busy Christmas online shopping season.