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4) Pick important keyword phrases Don’t include every keyword phrase on every page. Focus on one or two keyword phrases on each page. For your Macs page, focus on “cheap second hand macs”. For PCs page, focus on “cheap second hand pcs”, etc.
5) Be specific Don’t just say “our computers”. Wherever you would normally say “our computers”, ask yourself if you can get away with saying “our cheap second hand Macs” or “our cheap second hand PCs”. If this doesn’t affect your readability too badly, it’s worth doing. It’s a fine balance though. Remember, your site reflects quality of your service. If your site is hard to read, people will infer a lot about your service…
6) Use keyword phrases in links Although you shouldn’t focus on every keyword phrase on every page, it’s a good idea to link your pages together with text links. This way, when search engines look at your site, they’ll see that pages are related. Once again, more text links better, especially if link text is a keyword phrase. So on your “Cheap Second Hand Macs” page, include a text link at bottom to “Cheap Second Hand PCs”. If you can manage it without affecting readability, also include one within copy of page. For example, “As well as providing cheap second hand Macs, we sell high quality cheap second hand PCs”. TIP: If you don’t want your links to be underlined and blue, include following in your CSS file:
Then format HTML of each link as follows:
As well as providing cheap second hand Macs, we sell high quality cheap second hand pcs.
7) Use keyword phrases in headings Just as customers rely on headings to scan your site, so to do search engines. This means headings play a big part in how search engines will categorise your site. Try to include your primary keyword phrases in your headings. In fact, think about inserting extra headings just for this purpose. Generally this will also help readability of site because it will help customers scan read.
8) Test keyword phrase density Once you’ve made a first pass at copy, run it through a density checker to get some metrics. Visit GoRank's Keyword Density Analyzer and type in domain and keyword phrase you want to analyse. It’ll give you a percentage for all important parts of your page, including copy, title, meta keywords, meta description, etc. The higher density better. Generally speaking, a density measurement of at least 3-5% is what you’re looking for. Any less, and you’ll probably need to take another pass.
Follow these guidelines, and you’ll be well on your way to effective SEO copy.
Just remember, don’t overdo it. It’s not easy to find balance between copy written for search engines and copy written for customers. In many cases, this balance will be too difficult to achieve without professional help. Don’t worry, though. If you’ve already performed your keyword analysis, a professional website copywriter should be able to work your primary keyword phrases into your copy at no extra charge.
* Glenn Murray is an advertising copywriter and heads copywriting studio Divine Write. He can be contacted on Sydney +612 4334 6222 or at firstname.lastname@example.org. Visit http://www.divinewrite.com for further details or more FREE articles.