One thing you learn quick in our industry is that designing and developing a beautiful site is one thing. But if it doesn’t rank anywhere in the search engines and no one can find it, it doesn’t do you or anyone else any good.
That’s why we explain to our clients that Search Engine Optimization (SEO) is such a crucial part of promoting their site.
Yes, they can direct clients to the site, or even pay for online advertising, but one of the most rewarding and effective leads is from an organic search.
I know there’s a lot of talk about SEO, but even a lot of our colleagues in the marketing industry are still novices in the practice (not that there’s anything wrong with that).
Here’s a few tips from a really helpful article by Brian Clark on CopyBlogger with 5 guidelines for SEO copywriting success. (Read full article)
- Title. Identify target keywords and include them in the title of your content. “The closer to the front of the title your keywords are, the better,” Clark notes.
- Meta Description. Though it’s debatable whether keywords in your meta description influence rank, Clark observes that SEO copywriting is also about the presentation of your content in a search engine. “Try to keep the meta description under 165 characters, so the full description is visible in the search result,” he advises.
- Content. To make search engines happy, Clark says, use unique and frequently updated content (at least 300 words), “tightly on-topic and centered on the subject matter of the desired keyword phrases.”
- Keyword Frequency. Keyword frequency is the number of times your targeted keywords appear on the page. Keyword repetition affects ranking, but don’t over-do it, Clark cautions, or Google might penalize your page.
- Page Links. Link to relevant content early in the body copy. Other suggestions: Link to relevant pages every 120 words or so; link to relevant interior pages (not just home pages); and link using naturally relevant anchor text.