2. Write the best copy you can. Don’t even think about keywords as you write. Concentrate 100 percent on sounding like one human being talking to another about a subject he is enthusiastic about and wants to share.
3. Insert keywords from your list. Do this wherever and as frequently as you can, without disturbing the style, tone, meaning and persuasiveness of the copy. If forcing a keyword disrupts the flow of the copy, don’t do it.
For instance, on bly.com, one line of the original homepage copy read: “Call on freelance copywriter and Internet marketing strategist Bob Bly.” I like the sound of strategist. But keyword research showed that people search for Internet marketing consultants, not strategists. So I changed the copy to read “Internet marketing consultant.”
4. Write keyword-rich meta tags for each Web page. The most important meta tags are the title and description tags. The title tag is what your visitors see at the top of their browser windows when they visit your site, as well as what they see in their bookmark lists. Failure to put strategic keywords in the title tag can result in pages being poorly ranked. The title tag can be a maximum 95 characters, including spaces.
When your Web site comes up in a Google search, the description tag is what the user sees on the search engine results page. It should incorporate strategic keywords and clearly communicate what you offer, who it is for and the key benefit. Your major keywords also should be placed in the keywords meta tag, though Google pays less attention to the keyword meta tag than to the title and description tags.
When you go to bly.com, you see that I violated the rules of SEO copywriting by not having the keyword “copywriting” in the headline. But not revealing what you are selling in the headline can be an effective way to engage the reader. So in this case, I chose the human reader over the search engine spider. You can visit the site and decide whether it works.
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.