As a copywriter, you have to use all the best research tools available to you, to find relevant and reliable information. Because you want to create quality copy, that means going the extra mile for your clients to improve their content. Using the internet as a research tool has its advantages - if you know which sites to visit to collect all of your data. The following tips will provide you with a good idea of what to look out for and what to avoid.
The Wiki Trap
Don't fall into the wiki trap! While the information provided on Wikipedia is first class, it's also written by random people. The only reason researchers gravitate here first, is to check a certain date or detail - or to take note of the page content. They do this so that when they come across other web page sources, they will be able to identify if they were copied straight from Wikipedia. What you need to find is fresh material.
If you want to be a great researcher, then avoiding the wiki trap is your first priority. Wiki does maintain up to date info, but this doesn't mean that its 100% reliable. After all, the information supplied is from many people who add and edit there all the time.
Avoid copying or using material that has been sourced from wiki sites. The first thing a novice researcher does is marvel at the extraordinary source that is wiki - don't make that mistake.
Learn How to Evaluate Websites Critically
Because the information on the internet is so diverse, it's like walking into an enormous warehouse crammed with books of every description. If you see something that catches your eye, does that mean that it's good enough to use as a resource for your own book? How do you know it's reliable, accurate or valuable content? The internet works much the same way.
There's a sea of information out there, but not all the information is good. It's up to you to find and evaluate your sources because this is what a seasoned researcher would do. You have to ask the right questions - and think about where the most credible sources of information would come from. Hidden wiki
Always make sure that the material you use comes from a reliable source. In the medical field it's from a doctor, a medical text, or a journal; for finance it's from news sources, and expert financial advisors.
Websites to Avoid
This is a short list to go through on the type of websites you should avoid, if you're looking for quality information.
• Websites that are strictly concerned with making money - there won't be much merit here - they use redirects, PPC Pages, hidden text and hidden links and a multitude of other spam pages.
• Outdated looking websites can sometimes mean outdated info, your information should be cutting edge, there's nothing worse than reading information that has been circulating for the last 10 - 15 years.
• Spam websites that are designed to deceive you - using deceptive techniques, with useless information - regardless of what research term was punched in you are sometimes whisked away to these sites - get off them as quick as you can.
• Keyword stuffed websites are where black hat SEO operators have tried to get their clients on page 1 of the search engines. This practice is unethical, and you can be pretty sure that the website only exists to make money. Any articles will be above a 6% keyword density, which is ridiculous.
• Articles that you come across that aren't very well written. If it doesn't look like a professional wrote it - the information has probably been copied or scraped together from the top two search terms on Google page 1.
Use Other Search Engines
Also be sure to research using all the search engines available. The content is different from search engine to search engine, although Google remains ahead of the pack. Remember to expand on your keywords for a more varied result.
Stick to reliable sources when you need quality information. See who wrote the information, where they come from and what establishes them as an expert. Depending on what you're writing about, your resources will vary - so find those awesome websites that are crammed with the best information written by experts, and use your creative ability to stitch information together, creating an entirely unique article for your clients.
Carla Dewing is the Managing Director of Contrast Media, a web 2.0 copywriting company based in Cape Town, South Africa. With their progressive copywriting techniques for digital and print media, this copywriting company is a complete 1 stop shop for all of your writing needs, on any platform.
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