The Search Doesnt End at Your Homepage

In a recent report for a new client, I wrote:

"Remember, a visitor's search doesn't end when they leave Google. Their search and the phrases associated with it continue right through to the completion of the task they have in mind."

Many of us pay attention to the keywords and phrases being used by our visitors when they arrive via a search engine. It makes sense not only because it gets you higher rankings, but also because the use of the right search terms signals to your reader that your page is relevant to them. In other words, your heading and intros are directly relevant to their search.

But all too often, once those key phrases are in place, we think the job is done. Not so.

There are other key points on your homepage where getting the phrase right can make a big difference.

Here's what I mean.

Let's say you are working on two pages; the homepage and a second level page. Working with your site logs and a tool like WordTracker, you optimize the homepage with the best keywords and phrases you can find. And that's great. You now have text that is relevant to your visitor's search.

But here's something else you can do...

Use the same process to identify the best words for the links from your homepage to the second level page.

Simply go through the same process with that second page. Use your logs and a keyword tool to find the most relevant terms for that page.

And then use one of those terms in the link from your homepage.

Do you get the idea? The core of this process is to recognize that your visitor hasn't completed their 'search' when they arrive at your homepage. The search is just the beginning. Part of your task is to understand how best to write the links that take people deeper into your site. And one way of maximizing that clickthrough is to use terms that are directly relevant to the visitor's continuing search.

SEO helps us focus on writing in ways that are directly relevant to the task our visitors have in mind. My point is, don't consider the job completed when you have optimized the homepage or any particular landing page. Use the same approach, the same way of writing, to help that visitor all the way through to the moment when they complete their task, whatever that may be.

Nick Usborne is a copywriter, author, speaker and advocat of good writing. You can access all his archived newsletter articles on copywriting and writing for the web at his Excess Voice site. You'll find more articles and resources on how to make money as a freelance writer at his Freelance Writing Success site.

In The News:

Law Firm SEO: The Complete Guide  Search Engine Journal
What Is SEO & Why Is It Important?  Santa Clarita Valley Signal
10 SEO Tips for Podcasts  Practical Ecommerce
Top five SEO experts of 2021  Yahoo India News
How Important is Content for SEO?  Search Engine People
10 Reasons Why SEO Doesn't Work  Search Engine Journal
How to Learn SEO: A U.S. News Guide  U.S. News & World Report
H1 Headings For SEO - Why They Matter  Search Engine Journal
How to Dominate SEO in Small Markets  Search Engine Journal
What Is Enterprise SEO?  Search Engine Journal

Wordtracker Wisdom: Common Keyword Questions and Answers

One of my favorite subjects to teach on at our... Read More

Five and a Half Ways to Amp Up Your Search Engine Optimization

Statistics show that 85% of pages visited on the Internet... Read More

RSS Feeds - a Website Owners Friend in Disguise

We've all heard about it-it seems like all the buzz... Read More

Surviving the Search Wars ? Local Directories

The pursuit of online information has become an increasingly dynamic... Read More

Optimizing For Visitors Not Search Engines

Most people feel that optimizing is to target the search... Read More

The 7 Best Stealth Techniques to Improve Your Google Rankings

Stealth as in Spying. But Knowing What your Top Competitors... Read More

Six Reasons Why Your Alexa Rating Is Still Important

1. Additional Exposure For Your Site.At the end of 2003,... Read More

Linking Strategies to Skyrocket to the Top of Google

If you don't know already, one of the key success... Read More

Types of Links

Internal Linking ? An introductionThe web as they call it... Read More

Twelve Steps to Higher Search Engine Placement

Recent studies suggest that more than 80% of new visitors... Read More

What Size Body Section Ranks Highest?

This is another one of the controversial questions in many... Read More

A Link From An Ugly Duckling Website With A PR=1 Could Give You 10 to 80 Times More PageRank

Whether you want to start a business and sell on... Read More

Google is Quickly Changing...

Google is quickly changing...With the big buzz of Novembers fall... Read More

What You Did Wrong With Your Domain Names!

Trying to improve search engine rankings is just like a... Read More

Monitor Your Visibility in Google, MSN, and Yahoo with these DIY SEO Tools

This is the second part of an article series in... Read More

Keyword Demand Isnt Enough

I get half of the world traffic for the term... Read More

Google Is Taking Descriptions From Alexa!

In a recent study looking at the "descriptions" of website... Read More

Being dumped by Google? Learn how to avoid becoming a victim next time around!

After Google latest update nicknamed "Florida", many webmasters discovered that... Read More

Get More Cosmetic Surgery Patients From The Web

It's no surprise that dominant cosmetic surgery practices also have... Read More

How To See What Pages Of Your Site Google Has In Its Index

There is a lag time between the indexing or updating... Read More

Yahoo Listing Still Worth It?

In October 2002, the Yahoo! portal changed the way it... Read More

3.5 Tips To Help You Avoid Becoming The Next Search Engine Outlaw

Want to avoid being blacklisted by the search engines and... Read More

Utilizing Popular Directories as Free Link Sources

If you're a webmaster, you've probably spent almost as much... Read More

7 Search Engine Optimization Strategies

Search engine optimization refers to the technique of making your... Read More

Gaining Additional PageRank

Google is the major search engine webmasters have to deal... Read More