• Search Engine Land, Wednesday, September 24, 2008 2 PM

"B2B copywriting is tough stuff," says Galen DeYoung. "Instead of, 'Wipes clean with a damp cloth,' you may find yourself trying to simultaneously explain and extol the virtues of some complex mechanical system while being creative and persuasive at the same time." B2B copywriting for SEO is even tougher, so DeYoung offers some tips for getting it done right.

Pepper your copy with both branded and generic terms. "Go ahead and use the brand name in copy, but make sure you also include the generic terms just as much, if not more," DeYoung says. "In most cases, B2B searchers are more likely to use generic terms than brand names." Also pay attention to word order, as well as usage of plural or singular terms. You need to maintain consistency, because shifts in word order or plural usage can cause dramatic differences in rankings.

Meanwhile, don't be afraid to wax poetic -- just don't forget to break up chunks of copy with white space and keyword-rich headers. "In B2B, long copy is a good thing," DeYoung says. "It gives you the opportunity to explain attributes and benefits that aren't readily apparent. Longer copy is also good for the search engines. It gives them a better opportunity to assess the focus of the page and the depth of information on the page."

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