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SEO Copywriting: Words and Math
SEO Copywriting is the art of combining the right keywords with the right search engine math, while making sure that your site or press release is readable and provides valuable information.
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SEO Copywriting, or search engine copywriting, is the art of combining the right search terms relevant to your product or service, with the right math - the algorithms used by Google, MSN, Yahoo!, etc.
SEO Copywriting is a combination of art (the words) and science (the math) resulting in website copy which produces actual, not perceived results. Knowing the "math" and "structure" preferred by the search engines is the first component to successful SEO copywriting.
Knowing what keywords your audience is searching for, and which keywords are making your competition succeed is crucial. Forget about what YOU think -- it doesn't matter and no one cares! Use a comprehensive analysis tool like WebCEO to strategize and track your results.
Divide your keywords up into three tiers, write them out in three separate columns if you have to and see which individual words "piggyback" on each other. Follow the searcher's behavior, combine terms, go against the grain when copywriting for SEO.
For example: You want visitors seeking "Google Page Rank"
You begin the process:
(1) Keyword Research
(Keyword Set, # of Daily Searches,Competition - # of indexed pages)
Google Page Rank,10,31,200,000
Google PageRank,173,51,500,000
GooglePageRank,761,331,000
This analysis shows that when choosing the Keyword to use in your website play close attention to search behavior, and for that matter in the content in your press releases and alt-tags, your best bet is to choose the keyword set that provides the greatest number of searches with the least amount of resistance.
(2) SEO Copywriting Techniques. Bold and italicized words carry more weight with the search engines.
(3) Keyword Density is important as well. Try to target 3-5 important keywords and use them liberally throughout your page (5-7 times), don't forget to create a separate page for EACH keyword set, rotating secondary keyword sets throughout the site. Not to brag, but the Kaboodle Ventures index page is a good example: keywords Affordable SEO, Organic SEO, and SEO Specialist are the targets - not all tier 1 keyword sets, but dovetail nicely, if not a bit overdone! This is a new site and went to page 2,2 & 3 respectively almost overnight on MSN.
(4) Don't get too caught up in SEO Copywriting tactics and forget that your content needs to be informative, engaging and most importantly provide compelling calls to action.
(5) When in doubt, always check out what your competitors are up to. There is no better source of information and "advice" than someone else's success. If the old adage is "Imitation is the highest form of flattery" then it most certainly applies to SEO copywriting. However, be advised that simply "copying and pasting" someone else's content is not only unethical, probably illegal, but also will make you TOO similar to your competition. Keep in mind that the browser probably has read your competitor's site as well.
We often forget when SEOing, that somebody actually reads our sites and formulates a buying decision. All the SEO in the world doesn't help if you don't provide calls to action and available points of purchase. It's all about "Browsers into Buyers".
Happy SEOing!
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