I came across this interesting post on Search Engine Land the other day. It discusses tips for creating SEO optimized copy for B2B applications, which is something I had never considered before, but makes perfect sense. Search Engine crawlers at least attempt to read all text on a given page, so why shouldn't site copy be written in a style that plays off this knowledge? Read the full post for more detailed information, but here are the highlights:

Copywriting generates the text for a web site.

Copy exploration tips

Copy should be:

• Plain: always speak in terms your audience will understand.
• Concise: if you want it read keep it brief and scalable.
• Valuable: your message should be personally important to your readers.
• Transparent: your readers should notice your message not your vocabulary.

Further Reading

Copy Blogger:Copywriting Tips and Info

Copy exploration is an information gathering and organization process that provides the source material from which a web site is written. Most research can be accomplished from existing company literature, but interviews, surveys and other means are also used.

Copy exploration tips

• If you do not have a quality collateral library the exploration process will be significantly longer. To reduce the cost of a consultant you may want to have someone internally create draft documentation before the copywriter begins.

Copy is all the written text in the body and sidebars of a web site. Copy for a web site requires a different style than other mediums to be effective. It is always a good idea to use a web writing specialist who understands the nuances and reader behavior on the Internet to create your site's copy.

Copy Development Process

• Exploration
  Information research and organization
• Writing
  Text generation
• Editing
  Style review, grammar and spelling proofreading