Copywriting in an SEO World

Written by: Phillip Nones

It’s rather common in organizations:  the colleague in the marketing or PR department with a journalism background who tries to shoehorn website content into the AP Style Book.

While “textbook” grammar and style may be fully appropriate for press releases and official communications, they’re counterproductive when communicating with customers and prospects – or with employees for that matter.

Web content in particular demands a different approach.  Not only are you attempting to increase your relevance to the search engines, thereby achieving a higher SERP ranking, you’re also competing for the viewer’s attention and interest in an increasingly time-starved world.

If your content doesn’t fit with these two realities, it’s going to accomplish less than you hoped.  What’s more, you’ve probably drained much of the personality out of your message.  Bad move.

Grammar isn’t useless or unimportant when communicating with your audience.  But the degree of “correctness” should speak to your readers in a way that registers.  In the age of SEO, don’t be afraid to break the “rules.”


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Important COVID-19 Announcement

At Mullin/Ashley, we’re very concerned about the well-being of our customers, employees, business partners and communities currently battling to control the COVID-19 (Coronavirus) threat.

Maryland Governor Larry Hogan announced that effective Monday, March 23, 2020, all non-essential businesses in the state must close their offices.  A follow-up pronouncement on March 30 instituted further “stay-at-home” orders for Maryland residents.

We are complying with these mandates.  In fact, in anticipation of the Governor’s announcements, we had already taken steps to reduce our social footprint by setting up all Mullin/Ashley employees to work from home, with no interruption in the delivery of services.

In addition, travel activities by our staff have been severely curtailed since early March.

By taking these steps, we’re committed to continuing to provide our customers with the services they need, even as we work to reduce our social footprint.

As of July, certain workplace restrictions have been lifted but social distancing mandates continue in force.  We are monitoring the situation on a daily basis and will continue to take all necessary steps to minimize the risks from the COVID-19 virus.  Thank you for your patience and understanding as we work collectively to control the Coronavirus threat.

— The Mullin/Ashley Team