Determine Your
Keywords Before You Start Writing
Single
keywords are very competitive, if not impossible, to optimize
for, so your best bet is to optimize for common keyword
phrases, such as "business voice mail," rather than a
single keyword, "voice mail." If you need keyword assistance,
specialized databases such as
Word Tracker can help you
discover the most heavily used search phrases relating to your
product or service.
Remember, you
want to use common-sense keyword phrases that people understand
and would use for searches. If you pick words out of your
business plan and figure everyone is searching for "global
communication solutions", when what you're offering is "business
voice mail", your Web site will be a very slow, lonely place.
Hint
There may be
times one spelling variation (such as "Web cam") produces better
results than another variation ("Webcam"). If both terms produce
well, you can always use the most popular form for the home page
and the other variation for inner pages. Do not
use two spelling variations on the same page; it looks like a
typo and breaks your readers' flow of concentration.
Write
Effectively
Choose two to
four of your most important keywords and focus on them when you
write content for your home page. For example, if you want a
high ranking for "women's fine jewelry" and "men's fine
jewelry," include these phrases as much as possible.
Hint
Emphasize your
main keywords in the first paragraph of your pages and in your
headlines and subheads. This is the first thing the search
engines "see," and this keyword-dense text will help influence
the rankings.
Remember: Long
Copy Is Better
This is one
time when it pays to wax poetic; just make sure your text is
still tight, with laserlike focus. Not only is it easier to
write keyword-dense text when you keep your page length to at
least 250 words, but search engines tend to adore copy with some
"meat."
Hint
Are you afraid
that your 250-plus-word copy will look like an endlessly
scrolling text block? Tricks such as writing short paragraphs
(which work great in two-column layouts), including subheads,
and integrating keyword-rich bullet points will help enhance
usability while satisfying the search engines.
Read the Copy
Out Loud (You're Not Done Yet!)
If you're
afraid your text will sound stilted with all those keywords,
read it out loud. Strong, search engine-optimized copy keeps a
persuasive marketing flow, even with all those keywords. Also,
beware of the urge to put all your keywords, separated by
commas, into one big text block. The search engines will read
this as
spam, and your prospects will be utterly
unimpressed by your nonsensical text.
Are visions of
keywords dancing through your head? Remember, writing for search
engine optimization is very similar to
conventional copywriting; you just need to structure your
content around certain key phrases. With a little keyword
research and a lot of supporting statements, you can write
killer copy that sells your site's sizzle, and that does it in a
way the search engines love.
The views of our authors don' t necessarily
reflect the views and policies of this company or its
advertisers.
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