Tips for Search Engine Friendly Copy

Tips for Search Engine Friendly Copy

We're all keenly aware that the success of most B2C websites depends on performance in the major search engines. Search engines play a major role in traffic to a website, which, ultimately, influences the number of leads and sales received through a website.

There are a number of factors involved in determining a website's search engine performance. With the possible exception of the number of links on the web that point to your website, the most critical component of search engine optimization is copy. Unfortunately, it's also often the most neglected.

You've likely spent days, if not weeks, composing, editing, and otherwise polishing your web copy. Search engines deserve the same amount of care and attention. Fortunately, well-crafted, customer-focused copy can be tailored for search engines with minimal effort. Here's how:

Identify Your Keywords and Phrases

If a prospective customer of yours visited a search engine to locate a website such as yours, which words or phrases could he or she be expected to search for? Put yourself in your customer's mind. We recommend trying the web-based keyword research tool WordTracker (http://www.wordtracker.com/free-trial.html). WordTracker generates a list of related keywords and phrases for each keyword or phrase you enter.

Be Specific

The more specific and targeted you make your keywords and phrases, the more successful you'll be. Lots of traffic's great, but it's meaningless if it's not the right traffic. Focusing on the phrase "home builder" will likely prove fruitless if you're an upscale homebuilder serving only the Greater Cincinnati market. Focusing on the phrase "Cincinnati upscale home builder" or "Cincinnati upscale homes" will be far more effective. Being specific will result in you connecting more often with your actual target audience, and will reduce the amount of competition you have on the web for that particular keyword or phrase.

Applying Your Keywords

A good rule of thumb when preparing web copy is to limit each paragraph to one thought or idea, and to include a specific keyword or phrase once per paragraph. Restraint is key - if you're too liberal with your use of a particular keyword or phrase in a given page or paragraph, many search engines will perceive it as spam, which might result in penalty. Readability will also be compromised.

Use Keywords Within Links

Search engines pay special attention to links that appear within your copy. Generally speaking, the more links that you include within your copy, and the more keywords and phrases that appear within these links, the better off you'll be. Just make sure that the links make sense within the context of what you're saying in that particular paragraph.

Use Keywords in Paragraph Headings

When applied properly, paragraph headings merit high consideration from search engines. As a result, it's a good practice to create paragraph headings as often as it’s appropriate, and to include an appropriate keyword or phrase within each.

The last tip we'll leave you with is to not overdo it - ensure that your copy remains customer-focused and conversational and you'll end up a winner!

About the Author:
Bill Judge is a search engine optimization professional with NetCrafters a Cincinnati Ohio web consultancy specializing in the development of updatable websites. Check out NetCrafters at www.NetCrafters.com.