HTML for Formatting

No matter what type of web copy you are trying to utilize to reach your audience, there will come a time when you will be face to face with HTML. This is a programming language that stands for HyperText Markup Language. It is one of the most famous languages for programming, mostly because it is the foundation of web-based files.

How it Works

HTML and its tags are used to command browsers on how to present content on the world wide web. If you have some background in web developing and programming, then you already know about HTML and how it works. 

Usually, HTML tags are written in brackets that look like arrows, see example <>. Digital copywriters also use basic HTML coding to layout copy. It makes it easier for their readers to go through the content.

You can use any HTML editor when writing an online copy where you can add the tags yourself. You can also use a “What You See Is What You Get” or WYSIWYG editor. This editor works in a similar manner to a word processor.

Basic HTML is easy to learn and easy to use as well. It can help even beginners to format their content. Below are some basic HTML tags you should take note of:

Basic HTML Tags

• Bold – to make the text on your copy bold, use the tags <b> and </b> to close it. Here’s an example: <b>this is bold</b>. At the editor, the tags can be seen, but what translates to your official copy are only the words “this is bold”
• Italicise – next, you can italicise your words using the <i> </i> tags. Example: <i>I am italicized </i> will translate to I am italicized in your copy.
• Underline – to underline a phrase in your copy, you can use the tags <u> and </u> for closing. 
• Lists – to create a list you can use the tags <li> </li>. If you are creating an organized list, use the tags <ol> </ol>, and if you are creating an unorganized list, use the tags <ul> </ul>
• Paragraphs – for paragraphs, use the tags <p> and </p>
• Line breaks – if you wanna create line breaks between your texts and paragraphs, you can use the tags <br>
• Inserting a link – now, when you want to insert a link to your text, you can use the tags <a href=”page url”> text or phrase you want to link </a>
• Inserting heading – to insert a heading, you can use <h1> for level one headings, <h2> for level 2 headings or subheadings, <h3> and <h4> for more subheadings. 

Keep in mind that HTML tags should always close with a slashed version of the tag such as this: </>. Failure to put a closing tag on your HTML codes will create confusion not only for the system but for the readers as well. As you go along practicing HTML, you will learn about the basic Dos and Don’ts.

HTML tags are also used by search engines constantly. Such tags allow the search engines to define how the material is displayed on each page. The best way to learn HTML is by practicing using it online. You can check the previous article (Writing for Digital). This is the best way to figure out how these tags work and how you can use them. 

SEO Copywriting

Now that we have moved on from HTML for formatting, let us discuss SEO and how you can use it for copywriting. Nowadays, there is a big debate about whether or not SEO is still relevant, and just how important its role is. 

Every good online copywriter knows SEO deeply. They have a thorough understanding of the subject and know how to utilize Search Engine Optimization and integrate it into their writing. Key phrases and keywords play a huge part in SEO. these are used in both long and short copies to great effect.

Optimizing for Search Engines

Optimizing your copy for the search engines is extremely important. This does not only help your content and your website rank higher in the search engines, but it also helps your target audience to easily find you on the world wide web. 

Think of it this way, if you do not optimize your copy or content for search engines, there is no way for it to be aware of what is inside your content. In return, the search engine cannot give the users your website or copy, and traffic will not be sent to your website. 

To put it simply, optimizing your content for search engines is the process of letting search engines know what type of content you are publishing. To do this, you will need to use specific keywords and key phrases. 

Blending Keywords

Every SEO copywriter needs to be aware of how to blend keywords into their content. So you cannot just use random keywords and insert them into your content. Aside from the fact that the flow of your copy will not be readable, search engines can also penalize your website for it. 

Additionally, SEO copywriters should also know how to use keywords in conjunction with text formatting and metadata. Not only do these tags allow you to organize your post, but they also help to show the importance and meaning of search engines. 

There are some tags that are used by screen readers. So these help visitors with technical limitations to easily access your content. In addition, search engines can also use the meta description on the results pages of the search engine, also known as SERPs. 

We hope that this article discussion has given you some great insights on the basics of HTML for formatting and optimization for search engines. Both of these will play integral parts to the success of your marketing campaign and copywriting. You do not need to be an expert copywriter and programmer to utilize these skills to your advantage. Just do your best to learn and practice as much as you can, you will be using HTML and SEO tactics like a pro in no time! After all, every expert has to start somewhere, right?

© Image credits to Virginia Magat