| If you're reading this and your web site
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| | found?
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| doesn't contain any body text on the home
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| | Anyway, back to you and your web site. So
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| page, give yourself a good smack and go
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| | now you've added plenty of text to your
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| to your room without supper. When you're
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| | pages and the copy flows well for the
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| ready to behave and design your site with
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| | reader. You've researched your keywords
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| the search engines in mind, come back out
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| | and phrases using WordTracker or
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| and read this article.
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| | something similar and now you're faced
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| The simple truth is this: search engines
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| | with the dilemma of integrating the
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| read text and not much else. You
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| | keywords into your carefully written
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| absolutely, positively need to use text
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| | copy. So how do you satisfy the search
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| on the pages of your site that you want
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| | engine's craving for keywords without
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| indexed and ranked highly. Not graphical
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| | interrupting the copy flow for the
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| text that you created in your fancy
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| | reader? The answer is: very carefully.
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| design software, but actual, visible body
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| | Let's take a look at a practical example.
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| text. Not sure if your site uses
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| | We have a client that specializes in
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| graphical or body text? A good rule of
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| | luxury adventure travel. Before I
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| thumb that I learnt from search engine
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| | optimized their site, part of the home
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| guru Danny Sullivan is to try and
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| | page copy read like this:
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| highlight the text with your mouse. If
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| | "We specialise in providing vacations for
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| you can drag your mouse over the text
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| | people who want a personal service. We
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| when viewing it in a browser, chances are
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| | bring to our efforts a fanatical
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| this is body text and the search engines
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| | obsession with quality and exclusivity.
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| can read it.
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| | We also bring a freshness, an
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| Ok, so you've created your body copy and
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| | outward-going passion for discovery which
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| your site pages are loaded with good
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| | justifies our growing reputation as one
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| old-fashioned text. But your job's not
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| | of the world's top travel providers. We
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| over! Now you need to get targeted.
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| | can put together packages that include
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| Search engines aren't going to rank your
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| | all adventure activities, accommodation,
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| web site about socks highly if your body
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| | transport and food".
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| copy talks about foot sizes. You need to
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| | Extensive WordTracker keyword research
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| get specific. If you sell socks, then for
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| | for the client had determined that the
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| heaven's sake, make sure your site copy
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| | home page should target the following key
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| has plenty of references to the word
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| | phrases:
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| socks! At the risk of sounding like Dr
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| | · adventure travel
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| Seuss, if you want to be found for, big
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| | · best adventure vacations
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| socks, small socks, cotton socks and wool
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| | · tailored travel
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| socks, then mention them all. Better
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| | · overseas adventure travel
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| still, sort your copy into categories
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| | · luxury travel packages
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| based on your products and services. If
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| | So taking our original home page text,
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| you sell blue socks AND red socks, then
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| | the challenge was to integrate these
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| have a page dedicated to each kind. This
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| | keywords carefully and naturally so as
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| allows you to target niche keywords
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| | not to disturb the logical flow of the
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| within your copy and meet the relevancy
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| | copy and lose the interest of the
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| guidelines for logical search queries.
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| | visitor. Here's how I did it:
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| It sounds so obvious, but I'm constantly
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| | "We specialise in providing the best
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| amused by the number of web sites I see
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| | adventure vacations for people who want a
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| selling particular items without once
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| | personal and tailored travel service. We
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| making reference to those items in their
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| | bring to our efforts a fanatical
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| body copy. For example, there are
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| | obsession with quality and exclusivity.
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| thousands of sites on the Internet
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| | We also bring a freshness, an
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| promoting web site design services right?
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| | outward-going passion for discovery which
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| Next time you see one, take a look at
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| | justifies our growing reputation as one
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| their body copy. You'll be surprised how
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| | of the world's top overseas adventure
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| often you'll see flashy looking sites
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| | travel providers. We can put together
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| without a single mention of the phrase
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| | luxury travel packages that include all
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| "web site design" in their page copy.
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| | adventure activities, accommodation,
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| Instead they'll use fancy all graphic
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| | transport and food".
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| pages or Flash movies. Or if they do use
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| | Note that the key phrase "overseas
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| body text, it might include cryptic
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| | adventure travel" accommodates the phrase
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| jargonised language like "Internet
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| | "adventure travel" too. Voila! The search
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| Solutions" or "online brand building".
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| | engines are happy because the site
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| What the heck does this tell a search
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| | contains text content relevant to related
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| engine about their business? Absolutely
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| | search queries, the client is happy
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| nothing. Are these sites going to be
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| | because we were able to integrate the
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| considered a relevant match for search
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| | keywords without distracting the visitor
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| queries about "web site design"? No way!
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| | and I'm happy because I know the site is
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| The creators of these sites might think
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| | going to rank highly for the client's
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| they're being clever, but they are really
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| | target search terms.
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| missing the boat entirely. What's the
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| | Now go and apply the same principles to
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| point of having a web site if you are
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| | your own site...
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| going to sabotage its ability to be
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| |
|
