“However, you don’t have to do this to achieve high rankings. And you certainly should not do it if your copy ends up sounding spammy. If you want a site to rank well, you do have to optimize it, but not at the expense of the marketing objectives. Copy should be written for people, not search engines.”
“Over the years, the tactic I found that works best is to have the most targeted keywords towards the top of the page and work your way down, like a reverse pyramid,” says Internet marketing consultant Wendy Montes de Oca. “The entire page should be keyword-dense, and there can be some repetition, but from my understanding of search engine spiders, they like more organic content. So, what I found that works is to make a list of the top 10-15 keywords and use that naturally, organically and reader-friendly in the content. And, of course, use your top five keywords in the alt, meta and title tags. For instance, if there’s a picture of Bob, don’t just have ‘Bob Bly’—have ‘Bob Bly, freelance copywriter.’”
Do you want to write Web pages that sparkle with style, persuade your prospects and please search engine spiders all at the same time? Here’s a simple four-step SEO copywriting process that has worked for me:
1. Keyword research. Come up with a list of keywords and phrases for which you want to optimize the page you are writing. These should be the keywords and phrases people use when searching for your product or service on the Internet.
You can brainstorm what these words might be, then use any number of online tools to find which ones are the most popular. Two tools I use are www.wordtracker.com and www.spacky.com. For detailed instructions on how to conduct keyword research and discovery, visit www.thekeywordmoneymachine.com.
Bob Bly is a freelance copywriter who has written copy for more than 100 clients including IBM, AT&T, Praxair, Intuit, Forbes, and Ingersoll-Rand. McGraw-Hill calls Bob “America’s top copywriter” and he is the author of 90 books, including “The Copywriter's Handbook.” Find him online at www.bly.com or call (973) 263-0562.