When addressing specialist subjects, many business writers can slip into the jargon of their trade. Where the target audience is known to be of like-minded professionals, this approach is often expected, lest you appear to be underestimating your readers’ intelligence. However, where a document is designed for more general consumption, it is important that it be accessible to all.

The one big faux-pas in article writing is abbreviations, well recognised within a certain field but unknown, or in alternative usage, in the wider world. Full descriptions should be used wherever possible. If this proves difficult due to word count, it is perfectly acceptable to ‘introduce’ an abbreviation at the first use of the phrase; ‘sites looking to achieve Search Engine Optimisation (SEO)’. Hereafter, you can use SEO as shorthand. When forming this introduction, it is crucial to use capital letters on each part of the phrase and bracket out the abbreviation, also in capitals, for clarity.

Another alternative, if using a phrase sparsely, is to provide a short definition on the first usage; ‘the process of search engine optimisation, improving a site’s ranking in search engine result, begins…’.

Implementing these simple rules will ensure your articles are accessible and easily understood by more potential clients.

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If you’re looking to get your site picked up by the major search engines, then your copy needs to help attract their attention. The process of creating your content with the search engines in mind is called SEO copywriting.

The easiest place to start is with the title of your page or article. Search engines will initially look here, as this is the quickest and easiest way to judge content. Therefore, you need to know your target keywords and ensure these are incorporated.

As with most elements of web copy, conciseness is a virtue. The perfect title is 72 characters or less as this length enables search engines to display its entirety in their results, encouraging potential clients to click through.

Search engines are also very friendly towards unique content which is frequently updated. This means you shouldn’t duplicate your SEO copywriting across pages and create a regular update scheme for your site, such as a blog. Size also matters. Search engines are more likely to find individual pages if the copy is a substantial length – try to ensure all your pages have at least 200 words of text.

Throughout your content, it helps to have your keyword repeated a limited number of times. However, search engines also look at the number of times you’ve used your keywords in your SEO copywriting. While keyword density is a hotly debated topic, you should steer clear of excessive repetition. The search engines are wise to it, and it’s off-putting for readers too.

Talk to Write My Site if you would like to explore business blogging, article marketing or web content. All work is covered by our Quality Guarantee to ensure you’re 100% satisfied with your content.