WAYY back in the mid-1990â€™s, SEO (Search Engine Optimization) was all about driving traffic to your site and NOT really about making sales/conversions. Duh! This kind of bad thinking led up to the dot-bomb. Hey, weâ€™re actually supposed to generate a profit!
SEO copywriting is a blend of writing for the search engines AND for your human prospects.
Hereâ€™s an analogy from the Yellow Pages.
There are techniques that you can use to increase the chances that a prospect sees your ad first when searching the Yellow Pages for the answer to their problem. Many companies have chosen a company name beginning with â€œAâ€ for this reason. Or you may have a catchy headline or graphics. Thatâ€™s the equivalent of SEO, getting eyeballs to view your copy.
Once you have â€œhookedâ€ your prospect though, your copy must do itâ€™s job of converting. It doesnâ€™t necessarily mean an immediate sale, though in some industries it will (think tooth pain). It may mean a phone call for more information. If you can get your prospect to take some definite step, thatâ€™s copywriting in action.