In the About Us section of the Speed Limit Studios website, someone wrote that the company is “a full-service web design firm.” But then someone wrote this in one of its case studios:
WebPromote is an ongoing SEO service that involves continuous daily actions on and off your website, to constantly prove to Google, Yahoo!, and Bing that your website is the most relevant source of information for the keywords we are targeting. This isn’t easy. Google, Yahoo!, and Bing go to great lengths to keep their algorithms secret. Their algorithms determine which sites get placed above others. In fact, they constantly change their algorithms to control over-optimization and spam. At Ciplex, we constantly monitor search engines to adapt to the latest changes.
Did you get that?
- The first sentence has 40 words.
- “Algorithms” appears three times, as does “constantly.”
- “Continual” would be more accurate than “continuous,” but I could give them that one; it’s a common error.
And worst of all, nothing about this copy makes me interested in this company.
SEO (search engine optimization) does not negate the need for good writing. In fact, good SEO may make good writing even more important. If you’re going to be effective at luring people to a site, then you owe it to them to make the visit pleasant.