The Most Pervasive Problems in servizi seo professionali brescia
Your goal when copywriting for your web site is to get your site to the top three pages in the SERPs (search engine results position). Any further back than the first three pages or thirty sites, and your site wont be found because thats where the average web site surfer stopsafter just three pages of searching. And web site information seekers account for the vast majority of click-throughs on your site.
Copywriting for search engines should be part of your search engine optimization strategy, but its challenging to say the least. Most of us are either artistic or scientific types; few are both. But thats what online copywriting is all about. Its both an art and a science, and thats what gets most people on the wrong track.
In a nutshell, good web site copy needs to be rich, keyword-specific and topic-based. Many inexperienced web developers simply use brochures for their web site copy. Dont let them talk you into it! Search engines most likely wont find your web site if you do.
The optimal web site page size is around 2 MS Word pages. If you have more copy than that, consider splitting it into two or more. If you find youve got more than one topic on a page, split it into two or more.
If youre like me, your first instinct is to sit down and start plunking away at your keyboard and get as many of your thoughts out as quickly as possible.
And thats fine for your basic outline, but thats about as far as itll get you. Thats the artistic side. And it just might be the wrong side to start with. Ive learned over the years that, contrary to my instinct, starting with the scientific is actually easier and faster.
So, where do you start?
The first thing I do is find the right keywords to base my copywriting on, and theres a relatively simple way to figure out which keywords to use. Open your favorite spreadsheet program (I use MS excel), and head four columns with:
Keyword   #Searched  #Returned  Ratio
Then, find a good keyword suggestion tool. Wordtracker has one and so does Overture, and both have free trials. There are also several others out there to use.
Tip: Keyword suggestion tools suggest more keywords and phrases for your search terms.
So, what youre going to do is brainstorm some keywords and phrases for your product or service, enter them in the keyword column, and find out how often its searched for in your keyword suggestion tool.
Next go to a search engine and search for the phrase in quotations to find your competition for that word or phrase. And then figure out the ratio of #searched to #returned. What youre looking for is a low number of returns for a servizi seo highly searched word or phrase, or a relatively low ratio.
Tip: Keyword phrases often work better than keywords alone.
You want brainstorm a hundred or more words and phrases, and choose two to four to use in your web site copy. And as the saying goes, two heads are better than one so ask your family, friends and neighbors for input if you can.
Try a general keyword and start there. Youll find a general keyword will be searched a lot, but youll also find theres too much competition in most cases, so your ratio is too high. Then try different spellings, misspellings and more specific phrases. Youre looking for two to four target words or phrases per page.
For example bodybuilding has a ratio over 4,000, but body building is under 3,000. To get more specific, try targeting women. Body building woman has a ratio of around 500.
Once weve found our target phrases, we can start writing our web site content. But where do we put our targeted keywords and phrases?
Search engines look in specific places to try to determine your web sites theme, yet theyre all slightly different as to exactly where they look and relative importance of each placing.
Nearly all search engines use page title as one of the most important, so try to make sure your page title uses at least one targeted phrase, or better yet, two. Our example title could be Body Building Supplements How to Build Muscle Company Name for example. That uses two of our target phrases and our company name. Or we could substitute the protein shake name for the company name.
Some search engines use meta tags, others do not, so I generally include meta tags for the search engines that do.
Heading tags are next in importance, ranging in importance from H1 and down. If you recall, in our last newsletter, we mentioned that headings are also high on your list for catching clients interest, so h1 heading tags carry lots of weight for both. One thing to watch for is cute headings, which can work for clients, but wont work for search engines. To make the search engines happy, you need to include your keywords in your headings.
The last thing to be aware of for search engine copywriting is keyword density and placement. Again, each search engines seems to want something a little different, but youre pretty safe if you have keywords near the beginning, middle and end of your copy. Youre looking for keyword density balance though because too many and your site is seen as spam by the search engines, while too few mean your web site theme isnt clear enough to be found by your target audience.
So, now you have your keywords and you can start writing, right? Well, you can, but unless you keep a few points in mind, your copywriting wont be as effective as youd like it to be. But thats the subject for another article.
