If you want your website to be optimized for search engines and have compelling copy, then you’re facing a chicken-and-egg situation. Which comes first? The compelling copy or the key search terms?

Do you start by writing compelling copy and then insert key search terms you may have missed? Or do you first define the key search terms and then develop the text around them? Sometimes the final product will be the same no matter which approach you choose. But sometimes it won’t, so it pays to determine your methodology before you start your work.

If SEO is the pipeline that brings you customers, you’ll need to start with the key search terms. You’ll still want to develop well-written text to wrap around them.

If SEO is only one of your goals, then you may want to start by writing your copy. Not everyone needs to or can accomplish a complete job of optimizing.

Whichever direction you start from, keep these things in mind:

1. How people search and how you discuss your website could be very different. Do some research to learn how those who have never heard of your website might find it through a search.

2. Search engines can tell the difference between sites that are just lists of search terms and those that have genuine copy that includes key search terms.

3. You can do a perfect job of SEO and lose users as soon as they arrive at your website. Once they’ve found your site, you need compelling, easy-to-read text to keep them there.

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