Search Engine Copywriting
The Foundation of Website Success
There are but two purposes of a website like branding an
image, cultivating customers or both. Success requires a
continuous flow of qualified traffic that is convertible to
action. Since 80% of websites are initially discovered through
search engines, prominent positioning in the natural (free)
search results should be a priority. Leads referred by a
search engine are highly qualified since they are
preconditioned for some type of action.
Therefore, the simultaneous role of website
copywriting is moving human emotion to your revenue advantage
and optimizing copy messaging to positively impact search
engine ranking criteria. No matter how compellingly powerful,
motivating and persuasive web copy may be, if your targeted
keywords are not strategically placed where they are
impressive to search engine ranking algorithms….your web pages
will never be highly ranked…period.
Optimized content by itself will not get your
site to the top of the search results. But well-prepared
content is the base foundation that permits all other ranking
factors to perform in-unison. Since our customers’ success is
our priority focus, we’re going to give you the basic
fundamentals of writing website copy that will gain meaningful
prominence across the major search engines.
First and foremost, ranking criteria is all
about satisfying relevancy to a particular search query. Those
websites that best satisfy relevancy according to the scoring
standards of each unique search engine will be rewarded with
the highest ranked positions in the search results.
What’s most important is what works and not
why. Therefore we’re not going to confuse you with theory.
What is known about proprietary ranking algorithms is
complicated stuff much to lengthy to discuss here. Besides,
the engines continually modify the criteria to improve search
Engines Do Not Read Graphics
This fact is important to web design formulating and message
presentation. Search engines read html content and not
graphical type or images although naming those images with
keywords adds scoring value. Design esthetics must be balanced
with html readable words. Use graphics sparingly and only to
package the content and to add attention-grabbing impact to
important points. Simplified source code is a ranking
Keyword Selection Process
This is where is all begins, well thought out copywriting
requires identifying your most valuable and productive
keywords. We offer an affordable Keyword Research and Analysis
Report that will help you select targeted keyword phrases that
will be most productive to your objectives.
Generally, people search for specific
information, solutions and products. Therefore, they enter
multiple-word search queries. Your targets for ranking should
be multiple-word phrases and not single keywords.
Your traffic objective is reaching audiences
that are preconditioned to act on your services, products and
solutions. Higher conversion rate is the goal. Therefore,
choose phrases that are most productive towards moving
customers to action.
Frequently it’s wise to target “less
competitive phrases”. It’s easier to achieve higher ranking
with the most narrow search phrases simply because there are
fewer websites competing for those terms.
Here’s an example: Targeting the single
word “website” would be highly competitive. If you were to get
ranked highly for that one word, it would only bring a lot of
“junk traffic” that is likely “unqualified”. The multiple
two-word phrase “Fresno Website” would be less competitive
with an enhanced degree of qualification. However, focusing on
Website Design” is even less competitive and hones
closer to a more desirable lead. Traffic volume would be
lower, but conversion rate would be typically higher.
Here’s another example: “motorcycles” versus
photographer” versus “wedding photographer in Fresno,
California”. I’m sure you get the point.
Notice in the above examples that “Fresno
Website Design” and “Fresno photographer” are direct links to other
web pages; one internal to this site and one external to a
different site. That’s called “anchor text” which uses
keywords to describe what a surfer will discover at link
destination. That contributes ranking scoring value for both
the “sending” and “receiving” web pages. Keywords used in
anchor text are significantly valuable to higher ranking
potential. The engines give even greater value when other
keywords are used “around the anchor text”.
Writing Page Headings
Website visitors typically scan headlines looking for clues to
satisfying their interests. They want to know what content is
about before wasting time. As well, search engines want to
discover quickly what the primary subject is about to rapidly
establish context match to a search query. Therefore, greater
scoring value is given to page heads and sub-heads that
contain keywords. Making those heads larger and bolder than
text areas delivers benefits. Applying the header codes <H1>
through <H41> in tiered order of importance is an advantage.
Helpful hint: Do not use more than one <H1>
Main Text Copywriting
First and foremost, write compelling copy that flows smoothly
in natural form. Use keywords and keyword phrases where they
make sense to a visitor and add impact to messaging. Don’t be
concerned with ratio of keywords to the total number of words.
Use your primary keyword phrase a couple times and “sprinkle”
supporting and trailing keywords reasonably throughout web
page text. Keyword stuffing could result in over-optimization
scoring penalties. Write for the benefit of your visitor and
make sure your targeted keywords are viewable by your
A few high points:
Keywords near the end of content provide
Try and include anchor text keywords within
text that link to internal and external web pages of similar
and compatible content.
Bold and italic keywords score value versus
regular type. Avoid overzealous treatment however.
Apply “alt attributes” to important graphical
elements that accurately describe the element. Keywords in
alt-attributes of linked graphics are important, but
accurately describe what the user will discover at the link
destination. Make them brief and do not overzealously try and
use the attribute to “stuff keywords”.
Writing Web Page Title Tags
Search engines read page title tags and meta descriptions
first to determine what a web page is all about. Your web page
is not likely to be ever highly ranked unless keywords are
contained in title tags. The title tag is the linking anchor
to your web page in the search results. Therefore it must be
compelling enough to entice click through. Limit the tag to
about 80 to 100 characters and include an exact match to your
primary targeted search phrase. Use trailing keywords to widen
the potential of ranking opportunity for other “stemmed”
The earlier keywords appear, the better.
Including your company name consumes valuable
space. If you must use it for branding, place it at the end of
Create a unique title tag for every web page
to cover a wider-range of keyword coverage.
The engines are not case-sensitive. Consider
using both singular and plural word forms and synonyms…(car)
Writing The Meta Description
The same basic principles that apply to the Title Tag, also
apply to the meta description. Make it compelling, integrate
your targeted keywords and limit its length to about 25-30
words. Some engines will use the meta description in the
search results to describe your web page while other engines
will “snippet” portions of page text, or both.
You can often “force” an engine to display
your meta description with this approach… Include your primary
keyword phrase within a continuous sentence. This gives you
the potential of delivering a more compelling enticement to
the surfer versus page snippets that sometimes form
unintelligible “gibberish” as a description.
Sculpting Meta Keywords
Meta keywords provide miniscule value to
ranking potential. However, always include important keywords
in the tag. Separate keywords with commas and include multiple
keyword phrases. Avoid excessively repeating keywords. Do not
use keywords that are not related to your topic.
Value of Themes
There is evidence that some search engines reward topic-themes
across on entire website with extra scoring value. The subject
of what constitutes and creating themes value is complex.
However, here is a basic approach to help gain
potential…identify your three or four most valuable keywords
and try and incorporate them into the important locations
previously discussed across all web pages.
Mr. E. Studios
1018 E. McKinley Ave.
Fresno, CA 93728
Telephone: (559) 375-4544