Optimizing Website Content for Better Search Engine Placement

Keywords. Density of keywords. Properly written content. Catering to these so-called "search engine spiders" that no one has seen in person. It seems like a lot to consider when writing a Web page, doesn't it?

The key to SEO copywriting is this: You must write compelling content that caters to the search engines, but even more importantly ... to your average reader. This takes some finesse, some delicate tending to your content. But the results can be so worth it.

Start by figuring out the overall theme to your Web page. Are you writing about homegrown apples? Stay focused. Use that keyword - and perhaps derivatives of it - in your Title tag and Meta content. A properly optimized website uses targeted keyphrases throughout the site, including the Titles and Metas.

Relevant - and frequently updated - website content will keep visitors coming back for more. Remember, your end goal is to please your visitor and turn him or her into a sale or customer. The more pages on your website that are dedicated to a specific topic, the more likely a search engine is going to recognize your website as an authority on that subject. So ... beef up the number of pages on homegrown apples.

Content depth varies by page, topic and relevancy. An average page should be 250 to 350 words in length, allowing you to "sprinkle" in targeted keyphrases on a page without the average reader realizing they're reading the same phrase several times.

• Place keywords at the top of your Web page. This can increase search engine placement when the engines crawl keywords early on the page.
• Be sensitive to keyword density. Search engines aren't humans, so they crawl pages to see what each website is about. Don't use a keyword so infrequently that a search engine doesn't recognize the theme to your page, but don't use it so often that the engine thinks you're spamming.
• Name your images. Use alt attributes applied to image tags for easy keyword placement on photos and images on your Web pages.
• Use Header, or H1, tags at the top of your Web page to place even greater emphasis on your headline. Use keywords within. H2 tags can be used for subheds. H3, H4, H5 and H6 can be used for less-important, smaller headings.
• Use bold and italics to draw attention to your content - from search engines and visitors.
• Use bulleted lists. Most people scan website content before actually reading it, so place your most important information within a bulleted or numbered list.
• Avoid hidden text. This is a road to nowhere in search engine positioning!
• Just say "no" to duplicate content. Each of your Web pages should have fresh, new content. Don't repeat content across your website, and certainly don't plagiarize from others.
• Embed text links within your content to link throughout your website. If Page A is about homegrown apples and Page B is about Florida oranges, Page A could have a text link about homegrown apples, linking directly to the page. And vice versa.

Quality website content is key, no matter how well your website is optimized for search engine positioning. Need assistance with your website content optimization? Contact our search engine optimization firm today to get help from our SEO copywriters and other expert marketing professionals.