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Written by Clara Engel
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Wednesday, July 27, 2011 |
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 Search Engine Optimization (SEO) – the process of increasing the likelihood a web page will be found via Internet search engines - used to be all about adding specific keywords and phrases to a page as many times as possible. According to the theory, the more often the keyword was used, the higher the page was likely to rank.
This approach led to long paragraphs of extremely repetitive copy written only to attract search engine spiders, not for human consumption or understanding. But now, according to CopyBlogger.com, almost 85% of what determines how a web page ranks in a search engine is actually based on factors other than keywords and phrases.
This doesn’t mean that incorporating keywords within website copy isn’t important; it’s just that SEO involves more now, like the authority of your domain, what web surfers think about your content, links leading to and from your website, and the relevance of your content.
To optimize a site these days, you’ll need to write compelling content, share your information through social media platforms, link your site to others, establish yourself as an authority within your industry or market, and earn the trust of your visitors.
To do this, make sure you are:
- Creating eye-catching and descriptive headlines.
- Providing quality content that gives readers tips, how-to hints, and other information.
- Including videos, links and social media feeds on your website that help keep your pages fresh and new, whether you’re changing your site’s written content or not.
- Utilizing link building.
- Writing easy-to-read copy that includes subheadings and bulleted lists.
Successful SEO requires an ongoing commitment. If you don’t have the time, skills or resources to take on the job yourself, have a qualified website marketing company do it for you.
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Written by Scott Greggory
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Saturday, February 19, 2011 |
 If you’re about to write copy for your new website, you may be struggling with how to make it appealing to your two distinct audiences: 1) your human customers and 2) the search engines that rank your site based on how relative your keywords are to the words and phrases those humans type in a search box.
You know you have to incorporate each web page’s keyword into the copy in order to get found. But how frequently? If you don’t use the keyword or phrase enough your page won’t place high in search engines. Use the keyword or phrase too often and not only could you be penalized by search engines for “keyword stuffing,” but your copy may turn off human visitors and cause them to leave your site shortly after they arrive.
Our suggestion: Shoot for a keyword density of 1%. In other words, use your keyword or phrase once for every 100 words of copy. If your page is 600 words long, use the keyword six times. And don’t forget to use the keyword in your page title or sub-title.
Another tip: If you’re working with a key phrase that’s longer or doesn’t fit comfortably into human-friendly copy, remember that you can use “keyword families.” For instance, if your key phrase is “southern California tire dealers,” you can use every conceivable form of that phrase and still get “credit” from the search engines for having used a key phrase. (Examples: Southern California Tire Dealers, Southern California Tire Dealer, Southern California, California, tire dealers, tire dealer, tires, tire.) That gives you a lot more options as a writer for human eyes. |
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