Christmas may come and go, but the demand for online copywriting never lets up. Especially now that small and medium businesses are increasingly learning that they can use SEO copywriting to compete with the big boys.

At the moment I take care of our SEO – mucking around with the code on this site as much as tweaking the words on it. And I’ve spent a bit of the holiday doing some housekeeping.

Cleaning up code for SEO

As this site has grown, so have the numbers of Javascript libraries I use. There’s one for FLIR, which turns headings into the Rockwell font. There’s another for a lightbox image effect. There’s one for expandable sections, such as the one on the home page. And that’s just for starters.

All the links to this code take up valuable space in the header of each page, making it harder for search engines to spider the site as well as increasing page load times. At least, it did until yesterday when I installed the Autoptimize WordPress plugin. Now, instead of many links to Javascript libraries, I have just two. Brilliant. And the consolidated link created by Autoptimize is in the document footer, meaning that spiders reach the main content of the page first.

Optimising for Google, Yahoo and Bing

I normally optimise for Google, and don’t worry too much about Yahoo and Bing. For some reason, this strategy means I tend to achieve higher rankings in Yahoo and Bing (with notable exceptions), but still get much more traffic from Google.

I am always surprised, though, by how much the first page of results on each search engine differs. If I type in one of my key phrases (I’m too secretive a digital copywriter to tell you which one), I have one of the few sites that appears on the front page of each. But if I look at the other sites that have made it on to at least one front page, the rankings they achieve across all three search engines can vary wildly.

My own theory is that you can get top results more quickly in Bing and Yahoo, but that the good ones you achieve in Google are likely to be longer lasting. I’d be interested to hear if you’ve made similar findings.

Copywriting revolution

Well, sort of. I was fascinated to find that advertising copywriters have been trying to rid the Czech Republic of Father Christmas since 2006. This year they’ve been burning effigies of Santa. And whilst I might hesitate to work with them, I can’t deny they’ve got their online PR absolutely sorted.

Happy New Year!