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Step 4 - Getting Your Website Noticed
In recent years web marketers have used the term search engine copy to describe the process of incorporating keywords into web pages order to attain higher search engine viability .
Writing for search engines is a little bit different from writing for a human reader. When you are writing your web pages keep in your mind about the "keyword focus" of the page and how the main keywords tie into the content you are writing.
It's easy to go off track and start focusing on keyword repetition alone. Write your web copy with emotion and enthusiasm. It will grab your visitors attention, and we all know the first 5 seconds are crucial to engage your visitors attention.
How to please your visitors and the search engines with your web copy?
Writing web content for the search engines is relatively easy providing you follow the list of a few important rules.
Writing for the search engines doesn't mean you have to change your writing style substantially by forcing keyword repetitions and forgetting about the fact a human reader came to your website looking for information about your products and services.
Readability and persuasive content comes before any keyword count or keyword density scores. If you web copy reads like a machine wrote it, it will make no difference even if the number of unique visitors to your site doubled or tripled.
Emphasize benefits instead of features. Tell your website visitors how your solution will be a god send to their problems detailing the specific benefits your products or services offer.
Read expert articles and tips about copywriting for the web. You can never learn enough about writing content for the web. Beside the obvious tips we can give you to spell check and proof read your page before putting them online, there are a number of experts who share their writing secrets for free with anyone interested.
The best written web pages are those that satisfy the website visitors need for clearly written, informative and persuasive content. You must achieve a level of keyword saturation by using lexically related phrases often enough to let the search engines know what your content is about. This is why proper keyword optimization and the art of writing persuasive content are critically important for all pages of your website.
Repeating keywords too many times or using them unnaturally will make your web pages unreadable and will ultimately turn your website visitors away. This type of aggressive optimization may even have a negative affect on your search engine ranking due to an over-optimization penalty given to web pages suspected of keyword spamming. On the other hand, if you don't use the keywords often enough your web pages will lack a keyword focus and the search engines may assign a lower "on-page" ranking score to your web pages.
Creating a unique web pages title for each web page on your website is crucial to achieving high search engine ranking. It may be hard to believe, but there are still about 15 million web pages returned by Google which contains the word "Untitled" Don't make the same mistake as those sites, place keywords in your web page titles that match the most often occurring keywords on that web page.
A simple change to the page title can often result in a dramatic increase in search engine rankings without any other supplementary changes.
The key to creating well optimized web pages is the art of repeating the keywords often enough for the search engines to "understand" your website content.A good rule of thumb is 300 to 400 word web page copy works best when 2-3 keyword phrases per web page are optimized.
Incorporating your most important keywords into internal text links and creating inline text links within the body of your web pages is a very effective optimization technique to get higher search engine ranking. You should have a bottom navigation on every page with the main keywords in the links pointing back to the site's most important pages.
Place two to three keywords in the title that are the most often repeated on the web page including the plural forms.
Don't put keywords in the title that are not contained on the web page
Don't use stopwords or "dead" word such as "with, the, and, of or welcome..."
Keep the total number of characters under 60, or 4 to 6 Words
The keyword density range should be between 10%-100%
You should use the website or business name in the home page title.
Most search engines look for keywords in domain, folder and web page names.
Conclusion
Examine your website code and make sure you get your keywords as close to the beginning of your page as possible, preferably the in the first 100 words. Your goal is to put keywords towards the very beginning of your web page since search engines give those a much higher relevance. The rest of the page should have keywords near the middle and bottom as well.
If you have JavaScript at the top of your web pages make sure you move them toward the end of your web pages, or better yet, create an externally linkable JavaScript file and place your code there.
Make sure your website has a site map. A site map is a listing of all sections of a website with individual links to every page. The site map enables visitors to click on the site map links and move directly to a specific section on the website, which improves the site usability. Your site map should be linked from the home page as the site map assists crawlers in finding and indexing all of your pages and the home page is usually the first entry page to your site.
Add a glossary of terms page for the most frequent industry keywords and their definitions. We have discussed in the competition research lesson how to find competing sites for your keyword phrases with the Google "define" command. Now it's time to gain some advantage for your own site by adding a glossary of terms page of your own.
After you've optimized your pages, check and re-check each page with a key word density and prominence of keywords in each page compared to your competitors top ranking pages. Keep on repeating the optimization and tweaking process until you are satisfied with the Keyword Analyzer report.
Remember inbound links to a website most often will have a far greater importance than perfectly optimized web pages.Focus your efforts on building content that other websites will naturally want to link to.
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