The Effective Use Of Keywords
In general, you've got 8 seconds to persuade a
visitors to take action on your site. Effective copywriting will
not only help your web site rank higher in the search
engines, but at the same time be informative and
interesting to the reader. Getting a visitor to your
site is half the battle, and keeping them there is just
Your content drives user action, conversions,
sales, and customer retention. Content that is good for
visitors, is also good for search engines.
Changes to the algorithms that some search engines
employ (predominantly Google) mean that a varied use of
keywords is good. Instead of using one or two of your
most important key phrases or words throughout your
text, we like to use sensible alternatives. It is also
important not to overdo the number of times you include
a certain keyword. Search engines view this as keyword cramming,
or spamming, and penalize a site accordingly.
Additionally, the text
will also read as though it is forced; a big negative in
the eyes of your visitors.
Know Your Visitors
The language conveyed on your website should match the
required language your visitors. This is not only true
with regards to differences in wording and spelling but
also demography. If a website is aimed at novices or
complete beginners then the language used on that site
should be simple without being patronizing. It should
not include the unadulterated use of technical jargon
without an explanation. In contrast, a site that
provides technical knowledge for technically savvy
people can be more complex. It can include widely
recognized jargon and technical terms.
Use Format Styles
Visitors have a tendency to scan information on web pages
and look for the relevant information. As such, we like
to make use
of formatting styles.
* Headings and subheadings allow visitors to quickly
find the sections that interest them, and they also
break the text down into sizeable chunks.
* Bold important words or phrases but donít overdo
it. Too much highlighted text appears messy and is
* Links also stand out. Most websites include links
in a different color text and underlined. Ensure that
the linking text is relevant and useful to provide
visitors with another method to find relevant
* Other formatting methods that can provide value
include numbered and unnumbered lists, underlined words,
quotes, and more.
Search engines are also known to offer extra weight
to keywords that are included in properly formatted
headings and subheadings. This is also true, although to
a lesser extent, of formatted text.
The bottom line is content counts, and it is critical for visitors and search engines
to be concise and persuasive.