Grammar and spell-check your copy
It sounds like a simple thing but you would be amazed by how many people don’t do this.
Spelling mistakes on a website scream of incompetence. There’s really no excuse for it with free spell checkers readily available. If grammar is not a strength, (and I’m speaking from experience here) then ask someone else to proof read the copy before your site goes live. It’s always best to have more than one pair of eyes on it!
Avoid long sentences
Reading web copy is not as easy as reading a physical book. Most people won’t read long paragraphs of text on a site, but will scan for relevant information instead. So with this in mind try to keep paragraph lengths to a minimum by being informative but to the point. Try to use bullet points when you want to communicate overview details about services or products.
Don’t use other websites copy
Don’t be tempted to use another website’s copy as you could be penalised by Google for duplication of content. This means that Google could just throw you off the Google listing.
Google friendly copy
Here are some useful tips from Google for creating copy that Google likes:
Make pages primarily for users, not for search engines.
Don’t deceive your users or present different content to search engines than you display to users, which is commonly referred to as “cloaking.”
Avoid tricks intended to improve search engine rankings. A good rule of thumb is whether you’d feel comfortable explaining what you’ve done to a website that competes with you. Another useful test is to ask, “Does this help my users? Would I do this if search engines didn’t exist?”
Think about the words users would type to find your pages, and make sure that your site actually includes those words within it.
Copy for good SEO
Above are some basic rules for creating copy that Google likes, but if you want to see real results and achieve good listings on search engines then I would always recommend using a professional internet marketing company like the very friendly bunch at e-mphasis