Continued from page 1
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. And
only way to find out was by doing some extensive keyword research.
Before deciding to do keyword research AutoWorld had used phrases "Auto Rentals" and "Auto Sales" throughout their site. But when 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 that words AutoWorld had been using on their site -- and words search engines had been seeing when they crawled site -- were 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 forget 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 makes sentence sound awkward. ~ Use conjunctions-but, and-they're great for breaking up long sentences. ~ Eliminate unnecessary words. They waste reader's time, and make your copy sound awkward.
It's also important to understand that Internet users are impatient. They tend to scan 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.
