I have a couple of other common-sense thoughts on this topic as well.

Searchers will continue to type in search strings that bring up what they are looking for. While I have noticed keyphrases getting longer over time, I have not read any research that states searchers have begun typing “wood, nails and glass” when they are actually hoping to find mirrors.

Common sense tells me that keyphrases will always be a determining factor in generating accurate search results.

The other common-sense aspect that comes to mind is that when Google moves to semantic search results, keyword saturation will become even more important. How will spiders know what to gauge their semantic results by if there are no keywords included in your copy? Yes, semantics means that other types of verbiage need to be included, too… but -- as I said earlier -- hasn’t that always been case?

“Some people have said that Google is now favoring information sites and information pages. Should I write more information-based copy for my site?”

While *some* search results for *some* keyphrases do seem to be filled primarily with information-based directory sites (those that do not attempt to sell), it is not norm. Google understands that over 85% of people looking to make a purchase turn to search engines. While information-filled pages definitely satisfy a need for first part of buying process, they don’t replace retail sites.

People will continue to research and make purchases online. This means they’ll want to see retail and other business sites returned in their search results. If they don’t get what they’re looking for, they’ll simply use another search engine.

So, to answer question, I’ve always thought (and so has Google) you should include information pages on your site. Gathering information was, is and will always be a part of buying process. If you currently don’t have information pages on your site, yes, add some. But not because you think Google might approve… because your visitors will.

Just like demise of most META tags, and just like Google practically ignoring ALT/image tags, “tricks” come and go. Write your copy primarily to impress your site visitors. Making drastic changes - unless they are based on a need by your target audience - is not a move I recommend. Overall, it will take some time for any definite/solid information to filter down about true effects of “Florida” update. Theories will continue to swirl around ‘Net. So will rankings! But fact remains that “common-sense” SEO copywriting wins out in long run.

Another consideration is keywords. After you’ve researched and found best keywords for your business, place them in your headlines and sub-headings. What’s more, if people have to come to your place of business in order to do business as is case with doctors, lawyers or dentists, make sure your location is integrated with your keywords. For example, a lawyer from Texas whose keywords are “divorce law” and “divorce lawyer” might use a headline like this:

Dallas divorce lawyer reveals facts about Texas divorce law.

Also, weave your keywords throughout your body text, especially your opening paragraphs. Keep in mind: best keywords are two or three words phrases – not single words. (Useful keyword research tools are Wordtracker–www.wordtacker.com and Overture - www.inventory.overture.com/d/searchinventory/suggestion/)

DON'T SHOUT AT YOUR READER We’ve become accustomed to TV and radio announcers ranting and raving on benefits of their products or services.

But when writing for web, hyperbole comes across as hype. Therefore, don’t shout. Talk to your reader in a reasonable voice as if you were talking to a friend. Avoid words like “stupendous”... “awesome”... “breathtaking”. People are skeptical of exaggerated claims; you’re much better off being understated rather than overstated.

The best way to make your web content persuasive is to use true facts – as many as possible. Pile one interesting fact on top of another, till you end up with a strong, compelling sales story. Also include testimonials; praise from unbiased third parties makes your content more convincing.

CREATE AN ENVIRONMENT PEOPLE FEEL GOOD ABOUT Customers won’t buy from people they don’t trust. So it’s imperative to create an online environment that’s trustworthy and friendly. •Make sure your navigation links steer people in right direction. •Stress benefits of your product or service clearly and succinctly. •Avoid overly complex Return Policies or self-important Mission Statements. •Include a Privacy Policy if you gather information about your customers. •Include a Contact Us page which, in addition to your e-mail address, provides company’s mailing address, phone number, and names of key members of your management team.

Above all, understand mind set of your reader – be empathetic. And convey through your copy that you care and can provide solutions to your reader’s problems.