I recently took on a project for a Web site that sells gas logs that I thought would make an interesting case study. As many people ask me what goes through my mind when I write search engine optimized copy, I took this opportunity to make notes as I wrote. I’ll now share that information with you so you can make necessary changes to your own copy.

The site had a lot of potential, but in its current state sales orientation of index (home) page and keyword saturation were causing less-than-stellar results for client. My job was to rewrite index page (from scratch) in order to boost SE rankings.

The Assessment

When I first viewed index page of http://www.eiklorflames.com my first impression was one of curiosity. I wondered why certain approaches were taken. Rather than draw site visitor in, it gave me feeling of being pushed away. I also questioned use of features and benefits on page. While features were mentioned, they were conveyed through industry jargon with no explanations. (See original copy at http://www.copywritingcourse.com/Eiklor/EiklorFlames.html.)

The product was great, client obviously understood their target audience (proven from target audience analysis they completed), and other pages within site were well written – warm and inviting. However index page needed some help in order to achieve higher sales percentages and search engine rankings.

When I visited Google to check on current search engine positioning for site, I found Eiklor Flames at number 48. It would take an upward movement of 38 positions to get them into coveted top 10. So, I set out to complete task before me.

What To Do?

During projects where copy already exists I always like to take a mental tour of what’s currently on site before I begin to rewrite copy from scratch. As I reviewed Eiklor’s current copy, I made following notes of things I wanted to approach differently.

Link popularity. The term has flooded ‘Net over last year, and everybody is in a buzz trying to build link popularity for their sites. But do we really understand what link popularity is, and how it works best? If not, you’re about to find out.

Debra O’Neil-Mastaler of Alliance Link (http://www.Alliance-Link.com) is here to give us ins and outs of link popularity and how to ensure your linking strategies accomplish your goals.

KARON: Hi, Debra! It was such a pleasure to meet you in Atlanta for Jill Whalen’s Search Engine Conference. Thanks for agreeing to give us some link popularity tips today.

DEBRA: Thanks, Karon… you, too! It’s my pleasure to be here.

KARON: Here’s way I see it. While those who work professionally in search engine optimization field understand importance of link popularity, many small business owners are just now coming into "know." Tell me why link popularity is so vital to success with SEO.

DEBRA: The short answer is because search engines, especially Google, use link popularity in their algorithms to determine a Web site’s ranking.

Web sites are given a link popularity score based on quality and number of external links pointing to them. Generally, when someone says he wants to increase his site’s link popularity, he is referring to number of quality links pointing at his site. While this is a good strategy and an important step, it is just that -- a step in overall SEO process.

KARON: You mentioned link quality. There seems to be some controversy between those who say links don't have to be relevant, they just have to exist, and those who say that links must be from sites that could somehow be associated with your own site. Tell us truth, Debra... which one is it?

DEBRA: The truth is, if I had answer to link relevancy, I’d be basking in sun somewhere with Buff Boy on an extended first class vacation, counting zillions I made from my tell-all link popularity e-book instead of working…

KARON: I like sound of that! So, tell us what you see as truth. : )

DEBRA: The most truthful answer is -- I don’t know if links have to be relevant. I don’t have any definitive answers or truths to tell, and I don’t know anyone that can, except search engines of course.

KARON: So, what should people do about trading links or adding one-way links off their sites?

DEBRA: Here’s my two cents: If it makes sense for you to link to a site in a complementary industry, then do it. Your visitors will appreciate helpful content, and other site may link back to you. People return to sites with products they want and resources they can use; if it makes sense to have links to pages that complement your products, then do it!

While I don’t advocate linking to a bunch of non-related sites, I don’t believe there’s a penalty involved for linking to a couple of quality sites outside your niche. Most people/businesses have sites they like or a cause they want to support. Promoting these sites shows community spirit and establishes corporate personality.