Content is King
Posted on | February 25, 2005 | No Comments
Many search engine optimization (SEO) experts say that content optimization should be the second task in your optimization process, right after selecting the keywords.
So for the purposes of this article, let’s assume that you have already selected a set of keyword phrases for each page you intend to optimize. You’ve chosen search terms that accurately describe what you sell or do and that reflect the way searchers will look for your kind of product/services.
Now you need to apply those keywords to either new content or existing content so there are enough repetitions to improve your rankings but not so many that it causes the text to become awkward and “spammy”. It’s a fine line sometimes.
Some SEO copywriters use software to help them calculate the ratio of keywords to surrounding text, others simply rely on their experience and intuition to guide them to a proper content balance.
Attaining Content Balance
To be effectively optimized, a page should have at least 200 to 300 words. Longer copy is fine but going much shorter makes it harder to establish keyword prevalence.
For a 300-word page, you’ll want to select three or four search terms. Any more than that and you will dilute the potency of each term.
And be sure to select different search terms for each page of copy, carefully matching those terms to the theme of the page. In other words, if your site sells home décor items and one whole page is dedicated to glass figurines, be sure to use specific keywords like “glass figurines” and “glass ornaments” for that product page. Broad, general terms such as “home décor items” or “gifts for the home” are better suited to your home page.
Keywords in Headings and Text
It’s always wise to put keyword phrases in your main heading and in as many subheadings as makes sense within the context. Then follow each heading with keyword-enhanced body copy.
When adding keywords to your content, always remember the reader. Overstuffed, spammy copy not only reads poorly but can be confusing and irritating to your visitors.
Remember, the point of any page of sales content is always to prompt a particular action, whether it’s to click a buy button, navigate to another page, or pick up the phone. The only action that overstuffed copy seems to inspire is a retreat to a better-written site.
Click here to read more about Content Optimization and our Content Cautionary Notes.
Or click here to continue our guide to search engine positioning tips and secrets.
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