April 2011 Edition

Writing Your Website Content for Search Engines

When writing new content for your website, it is important to understand which keyword-phrases you want the content to be associated with when people search on the internet. Most of the time, writing marketing copy requires knowledge of the topic and focuses entirely on the target audience. However, writing copy for website content has to be focused both on visitors and on search engine 'spider crawlers', which are the programs that browse the web and index any information in search engines.

Tip #1 - Pick Your Target Keywords BEFORE You Write the Copy

Search engine spiders are software programs that scan websites to index portions of the content for search engine results. The one important key to ranking a page high on targeted keywords is to understand what keywords are being targeted before the copywriting process begins. When writing copy for websites, we make it a point to understand what keywords are targeted for each page before we start writing. By understanding the keywords in the beginning, it is easier to incorporate these phrases, along with the synonyms and other like-terms, into the text of the page. By focusing on the search terms, you can help the search engines to understand how important the terms are on your website.

Tip #2 – Limit the Number of Keywords You Target per Page

If you provide a wide variety of products or services, it is better to isolate each product or service into separate pages on the website. By placing them on separate pages, you have an opportunity to focus on a smaller list of keyword phrases per page. In addition, attempting to assimilate too many keywords into one page will dilute your efforts. We do not recommend putting all your targeted phrases into the same page, but instead to write each page to specialize in a limited number of phrases.

Tip #3 – Refer to the Google Keyword Tool

Before writing your content, it is helpful to use the Google Keyword tool for guidance on which keywords should be targeted on your page. Locating this tool is very easy. Just search Google for the term "Keyword Tool," and you will find it at the top of the search results page. (Here is the link: Google Keyword Tool.) This tool will allow you to search on specific terms to measure the approximate search volume on the phrase. Sometimes, the term you have selected may not be the term that your target audience searches to locate your products or services. Be sure to focus on the phrases that you believe your target customers are searching. This tool provides valuable insight into which keyword phrases should be targeted while writing your copy.

Tip #4 – Titles, Headers, Bolding, Linking

Once you have written the copy and incorporated the keywords into the text of the page, you will need to help draw more attention to the search engines by bolding and highlighting these keywords on each page. First, make sure that the keywords are in the title tags of each page. Also, make sure that the section headers also contain the keywords. (The headers are normally located at the top of the content and usually have larger fonts.) Most importantly, make sure that in the text of the website, the targeted keywords are bolded or linked to other relevant pages. By placing the keywords in titles, headers, anchor tags and bold styles, the keywords will be easily identified by search engines and will help your website rank higher.

Following these guidelines will increase your online exposure and help your customers find you easily. Furthermore, it will give you an advantage over competitors who may not have optimized their online content for search engines.

Upcoming Event

October 20th. We are offering a complimentary seminar on Internet Marketing and Social Media. Give us a call if you would like to attend. 918-742-0028.
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