Along Came a Spider (Part Two) Keyword Rich Copy Works - But Only When You Have A Plan

Written by Julia Hyde


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But before they could begin to target these potential customers, AutoWorld first had to know exactly (and not guess) what words they were using when they searched. Andrepparttar only way to find out was by doing some extensive keyword research.

Before deciding to dorepparttar 127786 keyword research AutoWorld had usedrepparttar 127787 phrases "Auto Rentals" and "Auto Sales" throughout their site. But whenrepparttar 127788 research was complete, it revealed that very few people typed these phrases when they searched. Instead terms like, "car rentals," "truck rentals," "cargo vans for rent" etc. were more popular.

It turned out thatrepparttar 127789 words AutoWorld had been using on their site -- andrepparttar 127790 wordsrepparttar 127791 search engines had been seeing when they crawledrepparttar 127792 site -- wererepparttar 127793 wrong words. As a result, AutoWorld Santa Cruz had been missing out on a considerable amount of traffic, and potential sales.

Writing Your Copy So, having identified your objectives, performed your keyword research, determined which words and phrases are relevant to each page, you now have to convert all this into compelling, targeted copy that differentiates you from your competition.

This isn't actually as difficult as it sounds. The trick is to forgetrepparttar 127794 stiff, formal style of business and academia and start writing how you talk. Because when you write how you talk, you become your reader's friend.

Here's some tips to help you get started.

~ Use pronouns - I, you, we, they - liberally ~ Use contractions - they're, you're, isn't, we've - because that's how people talk ~ Use simple words - don't use "we're going to have precipitation activity." Say, "it's going to rain." ~ It's OK to end a sentence in a preposition, unless it makesrepparttar 127795 sentence sound awkward. ~ Use conjunctions-but, and-they're great for breaking up long sentences. ~ Eliminate unnecessary words. They wasterepparttar 127796 reader's time, and make your copy sound awkward.

It's also important to understand that Internet users are impatient. They tend to scanrepparttar 127797 text looking for key points that interest them. And they tend to read slower online than they do when they read a magazine or newspaper.

One way to get around this is to break your paragraphs into short, easy-to-digest pieces and emphasize your key points in bold or color. Bulleted lists are also a good idea, but don't overuse them-you'll end up with a website that looks a visual mess.

And don't forget to make sure you scatter your carefully researched keywords and phrases throughout your copy. Try to use them in all your headlines, and in your site's navigation menu. There's no hard and fast rule that says how many times you should to include them. Use your judgement. If your copy begins to sound ridiculous, it's time to rethink.



Julia is an independent copywriter and consultant specializing in advertising, search engine optimization and search engine marketing services. To learn more about how Julia can help boost your company's profits visit her site at www.juliahyde.com. You may also like to sign up for Marketing Works! Julia's monthly ezine. Visit www.juliahyde.com/form.html to sign up or email Julia at info@juliahyde.com for details.




What Constitutes a Complete and Effective SEO Campaign?

Written by John Metzler


Continued from page 1

Forrepparttar most part, you get what you pay for with Search Engine Optimization. A quick fix will rarely works, and if it seems too good to be true it probably is. Talk torepparttar 127785 search engine optimization company about your concerns and make sure they understand your goals. Read their site and make sure they seem legitimate. Ask for results they've obtained for previous clients. Methods that not effective and have a chance to get a site banned include hiding text or links, participating in link farms, keyword stuffing, repeat search engine submissions, and copying web sites to multiple domains.

Proper SEO does not involve tricks. Web sites that have well written and well focused content, have been advertised in one way or another (including link popularity development), and overall are a good informational resource will get traffic fromrepparttar 127786 search engines. Search engines are constantly updating ways to weed outrepparttar 127787 spamming and illegal SEO methods, so think long term with any search engine optimization campaign.

John Metzler is the co-creator of Abalone Designs, Inc. www.abalone.ca, a Search Engine Optimization company in Vancouver, Canada. He has been involved in web design and web marketing since 1999 and has helped turn Abalone Designs into one of the top SEO companies in the world.


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