Eventually, an Internet company will suffer from
lowrankings. The cause may be unknown, but the solution is.
With a little work, websites can easily improve rankings.
By understanding how search engines operate, and by using
the right keywords, you can drive targeted traffic to your
site.
It is almost to the point where companies need a full-time
writer with a firm understanding of SEO (search engine
optimization) to draft the content necessary to promote your
business. But, if you have a creative streak, there is no
reason why you cannot do this yourself. You just have to be
careful to have enough keywords, but not too many throughout
the copy.
Some tips to remember are:
Everything you thought you understood about writing, forget
it. Web copy needs to be conversational in tone meaning
traditional no-no's such as fragments and sentences ending
in prepositions are all right in this format.
Try using a font that is easy on the eyes. Webmasters tend
to prefer Times New Roman, Verdana, or Arial. Also, the
content should flow.
SEO Guidelines
The rule of thumb when writing SEO web copy is, "less is
nearly always more." Since most Internet surfers scan over
the content on a website for important points, it makes
sense to keep your paragraphs short and direct. Toss out
the fancy phrases that make you sound like a snob. Stick to
the basic command of the English Language.
Paragraphs: at least 3 sentences but not more than 5
Headers: 5-8 words
Sentences: should not exceed 20 words
Total words: 350
The keyword madness appears little more than a cruel joke at
times. What exactly are keywords and who uses them anyway?
What search engine should I employ?
Google or Yahoo (search engines) use the text
(keyword/keyword phrase) typed in the search box to locate
websites. For instance, if you're looking for a maid,
you would type the words "maid service", "maid", or
"housecleaner" in the search engine. The search engine then
finds all of the websites associated with that word.
Keyword positioning on your web page will determine how fast
the search engines locate your site.
So before beginning, create a list of words that could be
associated with the services or products you offer. These
words or phrases need to be realistic. An experienced
content writer can work in the keywords and phrases with the
greatest of ease.
You need to concentrate on your home page. Headings should
have at least 5 words but no more than 8. Make certain that
your keywords are positioned within the header as it will
increase your odds.
Acting as a sales letter, this page needs to be easy to read
yet clear and to the point. Introduce your visitor to your
business as if you were chatting with a friend. But, fill
the content will keywords that flow, weaving in and out of
paragraphs.
Mistakes to Avoid
Writing search engine friendly content takes time and
practice. The biggest mistake new writers make is jumping
into writing SEO web copy without a clear understanding of
how keywords work. The pages are full of words that make no
sense to the reader, and ultimately result in no hits.
To sell your product or service you must write about the
benefits and not about the features. People want to know
what they will gain from using your product or service.
Dedicate the content to focusing on "What's in it for them."
Always remember to edit your copy because things like
grammatical or spelling errors make you seem unprofessional.
It is a good idea to have someone else look over your work.
Web pages are little more than a connected chain of
information. Every page prods visitors into probing deeper
into your site with the ultimate goal being to convince them
to buy from you. If the search engines are not directing
people to your site, you will never have a chance to tell
people about your great company and what it has to offer
them.
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About the author:
Nyall Bakk is the chief writer for, and editor of
Advertising WorldWide
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