How to Write a Keyword-Rich Home Page the Search Engines Will Love!

by Heather Lloyd-Martin

Wouldn't it be nice to maximize your chances of search engine success and get high rankings for your site?

You can. By writing keyword-rich home page copy that the search engines love.

Killer search engine optimization copywriting must satisfy two demanding masters - the search engines and your target audience. If your home page text doesn't have enough keyphrases - that is, commonly searched-upon words that people would use to find your product or service in the search engines- you won't get the high rankings you want. Yet, if you pack your text full of keyphrases without focusing on your marketing flow, you'll lose your prospects and run the risk of spamming the engines.

Are you totally confused? Don't be. Creating strong, keyword-rich text for the search engines is actually pretty simple. To learn about the ins and outs of search engine optimization, check out Jill Whalen's fantastic articles right here on the Rank Write site. Then, sharpen your virtual pencils and get ready to write spider-happy text. With a few tips, your site will be a lean, mean keyword-rich machine!

  • Repeat after me, "My home page needs some text." OK, yes, I admit that Flash animation on your home page looks great - but beware! Make very, very sure your layout isn't death for the search engines. Search engines rely on visible content for their ranking determinations, so keyword-rich body text is incredibly important. If your site's text appears as a graphic - or if your site is filled with whirling Flash animation graphics - you'll sabotage your chances for a prime ranking.
     
    Besides, when prospects hit your home page, they want to know who you are and what you can do for them. Remember, pretty sites don't sell - strong content does.
  • Before you start writing, determine what keyphrases you should optimize for. Remember, you want to use common sense keyphrases that people actually understand and would search under. If you pick words out of your business plan and figure everyone is searching for "global communication solutions," when what you're offering is "business voicemail," your Web site will be a very slow, lonely place.

Single keywords are very competitive - if not impossible - to optimize for, so your best bet is to optimize for common keyphrases (like "business voicemail" rather than a single keyword "voicemail.") If you need keyphrase assistance, specialized databases like Word Tracker can help you discover the most heavily searched upon phrases relating to your product or service.

(Hint: There may be times that one spelling variation [like web cam] pulls better than another variation [webcam.] If both terms pull well, you can always use the most popular form for the home page and use the other form for inner pages. Do *not* use two different spelling variations on the same page; it looks like a typo and breaks your reader's flow.)

  • Now it's time to sit down and write (finally!) Choose two to four of your most important keyphrases and focus on these phrases for your home page. For example, if you want a high ranking for "women's fine jewelry," and "men's fine jewelry," include these phrases as much as possible.
     
    (Hint: Emphasize your main keywords in the first paragraph and in your main and sub headlines. This is the first thing the search engines "see," so keyword-dense text helps influence the rankings.)
  • If you're afraid that your text will sound stilted with all those keyphrases, read it out loud. Strong search engine optimization copywriting keeps a persuasive marketing flow - even with all those keyphrases! Also, beware of the urge to put all your keyphrases in a big text block separated by commas. The search engines will read this as spam - and your prospects will be utterly unimpressed by your nonsensical text.
  • Remember that longer copy is better. This is one time where it pays to wax poetic - just make sure your text is still tight and laser-focused. Not only is it easier to write keyword-dense text when you keep your page length to at least 250 words, search engines tend to adore copy with some "meat."

(Hint: Are you afraid that your 250+ word copy will look like an endless scrolling text block? Tricks like writing short paragraphs [this works great for 2-column layouts], including subheadlines and integrating keyword-rich bullet points, will help enhance usability while satisfying the search engines.

Are visions of keyphrases dancing through your head? Remember, search engine optimization writing is very similar to conventional copywriting - you just need to structure your text around certain keyphrases. With a little keyphrase research and a lot of benefit statements, you can write killer optimized copy that sells your site's sizzle - and do it in a way that the search engines love.

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

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