Creating optimized Web
content for search engine and reader results.
In order for your Web site to get a high ranking on
search engine results pages (SERPs) when someone does
a search for your relevant search terms, you need to
post an abundance of optimized Web content on your site.
site with unique, content-rich pages containing original,
optimized articles will accomplish the two most important
things for a Web site. These sites will score high search
engine rankings over the long haul, thereby attracting
more traffic. And they will engage visitors with compelling
articles, thereby driving the desired reader response.
qualifies as Web content?
called Web copy, optimized content, optimized copy,
search engine optimized copy, or SEO copy—refers to
all the writing on your site.
copy is written in a specific way in order to please
Google and other search engines. A Web site’s content
tells the search engines what that site is about. Optimized
content does this strategically, using specific keywords
and keyword phrases. Proper optimization enables search
engines to match your site to search terms, and match
you up with the people who will find your site to be
relevant. Your online content must use relevant keywords
and keyword phrases—but it’s important that you don’t
over-use them, as this will cause you to be penalized
by search engines.
content must also include expert lingo. Expert lingo
means articles contain related terms that professionals
will naturally use when discussing that topic. Google
knows that certain expert lingo should appear alongside
certain keywords if your site is legitimate.
many ways, the recent changes to search engine algorithms
have made quality SEO copywriting easier, as it can—and
should—be natural and readable. However, before creating
any content, you must identify
your Web site’s theme and sub-themes
as well as your keywords and keyword phrases (the search terms
for which you want your site to rank high on SERPs).
Identifying your theme and sub-themes.
The main theme
of your site should be obvious. What is your site about?
What is its purpose? What subject will all of your site’s
content relate back to? Once you have your theme, identify
your sub-themes. For example, if your main theme is
‘Autism,’ sub-themes might be ‘autism symptoms,’ ‘autism
diagnosis,’ ‘autism treatment,’ and etc.
your keywords and keyword phrases.
Once you have your theme and sub-themes, you’ll need
to identify your keywords. Some keywords and phrases
are extremely competitive, like ‘cars,’ ‘healthcare,’
or ‘shoes.’ Others are less so, like ‘1972 black Eldorado,’
‘bacterial meningitis symptoms,’ or ‘Converse Chuck
Taylor All Star.’ It’s easier to get a high SE ranking
for less competitive search terms. So even if your site’s
main theme is healthcare, instead of optimizing for
that highly-competitive keyword, optimize for other,
less competitive phrases that still fall under the healthcare
Several commercial tools are available, like WordTracker, to help you identify the
relevant terms people are searching for, how competitive
certain keywords and phrases are, and which ones you
might want to focus on.
your Web content.
After you have your sub-themes and your list of keywords
and keyword phrases, you can start the online copywriting
process. To start out, you’ll want at least one (but
the more the better) original article on each of your
sub-themes and sub-sub-themes. Don’t worry about your
main theme, because if you do your Web copywriting correctly,
it’ll be optimized in the process.
article should be at least 450 words. Articles are typically
between 450 and 650 words, but they can be longer. Each
article will have a main phrase, like ‘autism symptoms,’
plus a number of keywords. Use the main phrase in your
article’s title and in the first paragraph. Then use
as many of the keywords and keyword phrases as you can
throughout your article. Try to use them at least once—but
don’t cram them in so that your copywriting sounds unnatural.
no hard and fast rule as to how many articles you should
have for each sub-theme. It depends on how competitive
your search terms are. But the more keyword phrases
you optimize for, the more expert lingo you can use
in your Web copywriting, and the more niches you can
cover, the better your ranking on SERPs will be. Count
on spending about two hours on each article, after doing
your theme and keyword research.
must also update articles and add fresh Web site content
regularly. It’s also important to keep your sub-themes
from bleeding into one another. In other words, don’t
discuss autism diagnosis in your articles on autism
symptoms. This confuses search engines and will hurt
you lack the time, resources or know-how to write readable,
optimized Web copy you may consider hiring an experienced
online copywriter to create your content. We discuss
this more in our next article.
Hired Gun team includes SEO experts and professional
Web writers. Contact
us for more information on our Web copywriting
services, and request a free estimate for your content
the next article: Hiring
a Web copywriter to create your online content.
to Online Content main page.]