by Karon Thackston © 2003 http://www.copywritingcourse.com
Have you ever been to one of those sites that has obviously been written to get high search engine rankings? You know ones… they have copy that sounds like this:
“When you buy quality silver jewelry from us, you know your quality silver jewelry is of highest quality because we only sell quality silver jewelry that is top-notch. No other quality silver jewelry site on Web offers selection of quality silver jewelry that we do!”
Want to take a wild guess at what keyphrase they’re targeting?
Copy like this simply doesn’t sound “real.” It’s very forced. Yes, it may very well get ranked high in search engines, but what then? When visitors click to your site they’ll be faced with stiff copy that sounds like a robot. It doesn’t flow… and it doesn’t sell, either! With a little nip and tuck, you can create copy that appeals to your target audience AND ranks high with engines.
So just how do you get your keywords and phrases into your copy and still have a nice, flowing sales message? It’s really easier than you might think.
Here are a couple of strategies I use when writing SEO copy.
Headlines and Subheadlines
These make ideal place for keywords. Why? Because keywords are normally descriptive by nature. Since headlines describe what site visitor is about to read, it makes perfect sense to include keywords within them.
Create a chart, or a list, and give it a keyword-rich title. Just as with headlines, titles should be descriptive… another perfect keyword/copy match.
In your chart or list, include keywords in headers and within list descriptions. For example, if your keywords include softball trading pins, employee recognition awards, lapel pins, and lapel pin you could create a list that reads like this:
Creative Lapel Pin Uses ·Baseball and Softball Trading Pins - Lapel pin trading among baseball and softball teams has dramatically grown in popularity… be sure to support your team with custom-created baseball and softball trading pins. ·Employee Recognition Awards - Employees take great pride in wearing lapel pins that show their achievements, and they will treasure employee recognition awards that they can frequently show to others.