Successful search engine copywriting strategies: Nine tips for prime-positioned Web sites

by Heather Lloyd-Martin

  1. Brainstorm your keyphrases. Keyphrases are highly specific phrases that prospects type into a search box to find products and services like yours. To begin keyphrase brainstorming, all you have to do is review your existing (or proposed) Web pages and note at least 50 words and phrases that specifically describe your products, services or information (and some sites may have hundreds - or thousands - of initial keyphrase choices).

    For instance, you may own a catalog site that provides import car parts and accessories. Your mini-brainstorm list may look something like this:

    • Car parts
    • Auto parts
    • Import car parts
    • Import auto parts

    Some additional places to gain keyphrase brainstorm ideas are your site-search data, your site's log files and customer feedback forms. There are no wrong answers at this point - you just want to have an initial list that you can narrow down and research.

  2. Research your keyphrases using trusted research tools. Unfortunately, keyphrase research is cavalierly disregarded as an "unimportant" step, thus hobbling any search engine success before it starts. Sadly, many marketing departments and business owners single-mindedly claim to "know" the exact phrases their prospects query with, refusing to do the most rudimentary reality check. That type of target market hubris results in worthless rankings for bad terms - and the offending Web site sees minimal ROI from its SEO campaign.

    For instance, will a #1 ranking for the word "solutions" gain a company leads? Probably not - the term is too general and means different things to different people. However, many, many companies want to see a top ranking for this term because they use it in their marketing materials - and they don't realize that people never search under the phrase.

    Popular research tools include:

  3. Choose two to three keyphrases that are highly specific to each page. You can't expect every page (especially your home page) to position well for every keyterm you have. Remember, people can enter your site off of any page, so a solid per-page optimization strategy is key. Plan on including your two to three main keyphrases at least three times each within the body text. If it makes sense within the copy, include your phrases more often - especially your main keyphrase.

  4. Include keyphrases throughout your text, not just in the first couple paragraphs. The goal is to scatter your keyphrases like daisies throughout your copy. Spidering search engines zoom through your entire Web page, indexing every word of your wondrous prose. Rather than packing your keyphrases into the first 25 words, you have the freedom to insert phrases where they fit. You can include a keyphrase as word one or word 250. As long as you don't lose readability, your strategy is safe.

  5. Include keyphrases in your headlines and subheadlines. Emphasized text, like headlines, subheadlines and boldface, are considered important coding properties for search engines. What this means to you is that keyphrases appearing as emphasized text stand out to search engine spiders. And that's the kind of search engine attention you want for your site.

  6. Include keyphrases in and around your hyperlinks (otherwise known as call-to-action links). Over the last couple years, search engines have strongly focused on link analysis. Google's PageRank, for example, heavily relies on links for relevancy, as do the "new" breed of search engines like Teoma. The key to the link analysis algorithm is not only the number of links that point to your page, but also the contextual phraseology around the links. In other words, if your phrase appears in or near a hyperlink, the search engines may give it a relevancy boost.

  7. Include at least 250 words per page. Although this seems like a lot of text, a 250-word count for each optimized page exactly balances search engine and reader needs. This is because:

    • The search engine spiders crave content. You may see "a lot of words," but the search engines see "a document with lots of important data to extract." As long as you follow usability principles, you can write tons of text without overwhelming your reader. Besides, if the search engines see a lot of keyphrases combined with a low word count, they may flag your site for spamming.
    • A longer word count makes it easier to include your keyphrases without sacrificing your marketing message. Remember, prospects want more product information - and they will leave your site if they don't find it. Detailed feature and benefit statements are the golden nuggets that tempt prospects and cause conversions.

  8. Include keyphrases in your Title (the blue bar above every Web page). One of the most common mistakes is a Title that reads, "Ourcompany.com home page" - and it's the same Title on every page. The search engines key on a page Title to tell them what a page is about, and for positioning considerations. So, including your main page keyphrases within your Title is an essential step.

    The Title is important for your prospects, as well. Prospects click on your Title from the search engine results page, so it's your first (and possibly only) opportunity for conversion.

    The writing is definitely key at this stage. A Title is much more compelling when it reads:

    "Free extended auto warranty quote for your used car, truck or SUV"

    as opposed to:

    "Auto extended warranty. Car warranties. Free quotes online"

  9. Never sacrifice your conversion goals for search engine positioning. Remember, the search engines don't pay your bills - your customers do. Therefore, you don't want to do anything that sacrifices usability just for higher search engine positioning.

    Fortunately, savvy SEO copywriting blends usability with conversion. For instance, using benefit-rich headlines and subheadlines within body text copy enhance the reader's ability to scan text. It's also a great place to include keyphrases. People can quickly scan your headlines and determine what you offer and what your benefits are; and the search engines consider emphasized text more important. Right there, you've successfully combined usability with SEO writing.

How can we help you with your search engine marketing copywriting? Contact us today for your customized quotation.

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