In today's fast paced business world, 2.4 million people search the internet every minute to find goods and services. Where you rank in that search can make all the difference between success and failure from your online marketing strategy.

One of the ways to rank higher in the search engines is to write carefully crafted copy that not only entices the reader to take action, but is also search engine friendly…. meaning, the automatic robots that search the internet for relevance can find you easily and naturally.

Writing copy for the search engines is different than writing a brochure, letter or postcard. SEO copywriting requires specialized expertise in direct marketing. An experienced search engine copywriter will write copy from the prospect's point of view, instead of touting how many years you've been in business and awards you've won. No one really cares. What prospects want to know today, especially online is “do you understand my problem and how are you the best company or individual to solve my problem.”

Expert search engine writers weave persuasive, convincing copy while maintaining control over key words and phrases that attract the search engines to rank your site higher.

1. Hiring Rookies Instead of Professionals To Optimize For The Search Engines

Would you hire a rookie, send him out on sales calls, without a professional by his side, guiding him every step of the way? I would hope not! Before you hire your ex brother-in-laws' best friend's cousin to write some copy for your website, make sure you ask for references, SEO copywriting samples and experience. Remember, you only have 3 seconds once someone clicks on your home page to grab a prospects attention. Pay a professional what they're worth and you'll get what you pay for.

2. Know what questions to ask about Search Engine Optimization

What if I slip in the rankings, will you be there to bail me out? How do you know which search terms and phrases I should use in my copy? Should I put all my relevant words on every page or be more specific?

3. Keyword Stuffing

Many online marketers try to stuff as many keywords as they can into every page. This is a mistake. Professional SEO copywriters know how to use the right phrases at the exact point in time so that your copy will flow smoothly and persuasively throughout your website.

When prospects come to your website, your job is to qualify them and persuade them to take some action. Using your website as a billboard to tout your new logo and fancy flash presentation is a waste of time and money. A website is a direct marketing vehicle whose sole purpose should be to exchange information for a prospect's contact information, or if you are an eRetailer, aski the consumer to purchase an item.

As one astute direct marketer said recently about Search Engine Optimization, “If you want exclusive, valuable, new information that will help you make more money, save time, while making you look smart and advancing your career – for free – Then you're going to have to respond by telling us who you are and why you're responding.”