by Karon Thackston © 2005
http://www.copywritingcourse.com/keyword
Search engine copywriting has become an extremely important part
of the overall search engine optimization process. However, in
addition, search engine copywriting has developed into a
misunderstood craft.
Shoving keywords in anywhere they can possibly go is not
considered search engine copywriting. The process is more
defined than that. Successful SEO copywriting takes planning.
Any half-hearted efforts at writing copy geared strictly toward
the engines will usually result in a decline in your customer’s
experience at your site.
What’s the best way to write SEO copy? Starting with a plan is
always a good idea. Keep in mind, these are guidelines of
techniques that can be used *IF* they make sense for your site
visitors. I never recommend writing solely for the search
engines. In the case of search engine copywriting, the customer
is truly #1.
1) Use Three Keyphrases Per Page - Not a carved-in-stone rule,
the guideline of three keyphrases per page gives good variety
and helps keep the copy from sounding too repetitive. I always
choose keyphrases first - before I write - because they can have
a direct impact on the focus of the page.
2) Have 250 or More Words of Copy - The length of your copy
depends on several things: Your target customer’s preferred
communication style, whether the product is new to the
marketplace, if a detailed explanation needs to be given, site
design and many other factors. However, the 250-word minimum
gives enough room to get your message across and offer an
effective level of keyword support. Remember though, it’s all
about the customer. If your target customers prefer longer copy,
write longer copy. If they like shorter copy, write shorter copy.
3) Write In Natural Language - “Natural language” is a term
popular in SEO copywriting. It means that the reader should not
be able to (or should barely be able to) detect what keyphrases
the page is being optimized for. The copy should flow as if it
were not written with the search engines in mind. You don’t want
the copy to sound forced or stiff. When you generate ideas for
the page copy, keep your keywords in mind. Ask yourself whether
you can use them in the copy in such a way that they won’t be
obtrusive.
4) Use Keyword Phrases In Headlines and Sub-headlines - IF it
makes sense to do so. You will not blow your rankings if you
have no keyword-filled
or other tags. If your headline
sounds stupid with keywords in it, don’t use them. There are
countless sites online that rank highly which have no keywords
in the headline.
5) Use Keyword Phrases Once or Twice Per Paragraph - Again IF it
makes sense. Remember what I keep repeating? None of these
guidelines are carved in stone. Read your copy out loud. If it
sounds stupid or forced, take out some keywords or find ways to
rework them so they flow more naturally.
6) Use Keyword Phrases In Bold, Italic or Bulleted Lists - IF it
makes sense to do so. Don’t automatically bold or italicize
every instance of your keywords. It will make your page look
stupid, and your visitors will wonder what kind of drugs you’ve
been doing!
7) Do NOT Use Keyword Phrases As Substitutes For Generic Terms -
For example, do not replace every instance of the generic word
“cruise” with the keyphrase “Mexico cruise vacation.” Your copy
will sound ridiculous.
We offer Mexico cruise vacation packages on the most popular
Mexico cruise vacation ships to the most breathtaking Mexico
cruise vacation destinations. Oh please!!
Use Keyword Phrases As Anchor Text In Links - This is
certainly not always possible. If your primary keyphrase is
“Mexico Cruise Vacation,” you absolutely should not write every
link to include that phrase. However, if you can include
keywords in anchor text within body copy or in text navigation
links, you might score a little extra credit.
9) Test and Track - Lastly, and above all, please remember, it
may take some tweaking to get your page to convert the way you
want it to. All customers are not the same, and all sites are
not the same. All keyphrases are not the same. There is no magic
bullet. You’ll have to test and track and see what works best
for you.
sounds stupid with keywords in it, don’t use them. There are
countless sites online that rank highly which have no keywords
in the headline.
5) Use Keyword Phrases Once or Twice Per Paragraph - Again IF it
makes sense. Remember what I keep repeating? None of these
guidelines are carved in stone. Read your copy out loud. If it
sounds stupid or forced, take out some keywords or find ways to
rework them so they flow more naturally.
6) Use Keyword Phrases In Bold, Italic or Bulleted Lists - IF it
makes sense to do so. Don’t automatically bold or italicize
every instance of your keywords. It will make your page look
stupid, and your visitors will wonder what kind of drugs you’ve
been doing!
7) Do NOT Use Keyword Phrases As Substitutes For Generic Terms -
For example, do not replace every instance of the generic word
“cruise” with the keyphrase “Mexico cruise vacation.” Your copy
will sound ridiculous.
We offer Mexico cruise vacation packages on the most popular
Mexico cruise vacation ships to the most breathtaking Mexico
cruise vacation destinations. Oh please!!
Use Keyword Phrases As Anchor Text In Links - This is
certainly not always possible. If your primary keyphrase is
“Mexico Cruise Vacation,” you absolutely should not write every
link to include that phrase. However, if you can include
keywords in anchor text within body copy or in text navigation
links, you might score a little extra credit.
9) Test and Track - Lastly, and above all, please remember, it
may take some tweaking to get your page to convert the way you
want it to. All customers are not the same, and all sites are
not the same. All keyphrases are not the same. There is no magic
bullet. You’ll have to test and track and see what works best
for you.