Creating A Search Engine Copywriting Plan

Search engine copywriting has become an extremely important part of the overall search engine optimization process. However, in addition, search engine copywriting has developed into a misunderstood craft.

Shoving keywords in anywhere they can possibly go is not considered search engine copywriting. The process is more defined than that. Successful SEO copywriting takes planning. Any half-hearted efforts at writing copy geared strictly toward the engines will usually result in a decline in your customer's experience at your site.

What's the best way to write SEO copy? Starting with a plan is always a good idea. Keep in mind, these are guidelines of techniques that can be used *IF* they make sense for your site visitors. I never recommend writing solely for the search engines. In the case of search engine copywriting, the customer is truly #1.

1) Use Three Keyphrases Per Page - Not a carved-in-stone rule, the guideline of three keyphrases per page gives good variety and helps keep the copy from sounding too repetitive. I always choose keyphrases first - before I write - because they can have a direct impact on the focus of the page.

2) Have 250 or More Words of Copy - The length of your copy depends on several things: Your target customer's preferred communication style, whether the product is new to the marketplace, if a detailed explanation needs to be given, site design and many other factors. However, the 250-word minimum gives enough room to get your message across and offer an effective level of keyword support. Remember though, it's all about the customer. If your target customers prefer longer copy, write longer copy. If they like shorter copy, write shorter copy.

3) Write In Natural Language - "Natural language" is a term popular in SEO copywriting. It means that the reader should not be able to (or should barely be able to) detect what keyphrases the page is being optimized for. The copy should flow as if it were not written with the search engines in mind. You don't want the copy to sound forced or stiff. When you generate ideas for the page copy, keep your keywords in mind. Ask yourself whether you can use them in the copy in such a way that they won't be obtrusive.

4) Use Keyword Phrases In Headlines and Sub-headlines - IF it makes sense to do so. You will not blow your rankings if you have no keyword-filled or other tags. If your headline sounds stupid with keywords in it, don't use them. There are countless sites online that rank highly which have no keywords in the headline.

5) Use Keyword Phrases Once or Twice Per Paragraph - Again IF it makes sense. Remember what I keep repeating? None of these guidelines are carved in stone. Read your copy out loud. If it sounds stupid or forced, take out some keywords or find ways to rework them so they flow more naturally.

6) Use Keyword Phrases In Bold, Italic or Bulleted Lists - IF it makes sense to do so. Don't automatically bold or italicize every instance of your keywords. It will make your page look stupid, and your visitors will wonder what kind of drugs you've been doing!

7) Do NOT Use Keyword Phrases As Substitutes For Generic Terms - For example, do not replace every instance of the generic word "cruise" with the keyphrase "Mexico cruise vacation." Your copy will sound ridiculous.

We offer Mexico cruise vacation packages on the most popular Mexico cruise vacation ships to the most breathtaking Mexico cruise vacation destinations. Oh please!!

8) Use Keyword Phrases As Anchor Text In Links - This is certainly not always possible. If your primary keyphrase is "Mexico Cruise Vacation," you absolutely should not write every link to include that phrase. However, if you can include keywords in anchor text within body copy or in text navigation links, you might score a little extra credit.

9) Test and Track - Lastly, and above all, please remember, it may take some tweaking to get your page to convert the way you want it to. All customers are not the same, and all sites are not the same. All keyphrases are not the same. There is no magic bullet. You'll have to test and track and see what works best for you.

© 2005 http://www.copywritingcourse.com/keyword

Copy not getting results? Learn to write SEO copy that impresses the engines and your visitors at http://www.copywritingcourse.com. Be sure to check out Karon's latest e-report "How To Increase Keyword Saturation (Without Destroying the Flow of Your Copy)" at http://www.copywritingcourse.com/keyword.

In The News:

Top Tips to Improve Your Website SEO  Business 2 Community
What Is Enterprise SEO?  Search Engine Journal
Stock Photography Impact on SEO  Search Engine Journal
How to Show the Value of Local SEO  Search Engine Journal
SEO in 2020: Going Beyond Google  Search Engine Journal
SEO How-to, Part 1: Why Use It?  Practical Ecommerce
5 Ways SEO & Web Design Go Together  Search Engine Journal
Google's Advice on How to Hire an SEO  Search Engine Journal
Can SEO Be Made Predictable?  Search Engine Journal
Moving a Company to an SEO Focus  Search Engine Journal

Going To Market: Keywords and Backlinks, Part 1

As I waded into the 'Make Money Online' waters on... Read More

Alert Marketing - Get Google Search Results By E-mail

Sometimes our jobs as marketers means we need to look... Read More

How To Improve Your Search Engine Ranking

With search engines like Google currently indexing over 8 billion... Read More

Finding Profitable Keyword Phrases

So you have a site concept developed that you are... Read More

Drive More Traffic to Your Website With Your Web Page Title!

One of the most overlooked, but important components, on your... Read More

How and Why to Avoid the SEO Mania

The WhyBut what is the reality of reaching a number... Read More

Google Ban - How Not To Get Banned By Google!

Given that Google now provides over 75% of all Internet... Read More

Owning Your Category Online - Is Our Website Broken?

"Owning your business category online is more than just a... Read More

Over Optimization and the OOP - Does a Penalty Exist?

If you have questions about whether or not the Over-Optimization... Read More

Search Engine Submission - What to Look for when Selecting an Australian SEO Company

Every business owner I've met has been encouraged at some... Read More

Are You A Google Junkie

Google this, Google that, Google Google Google.......My name is Debbie... Read More

Youve Got The Power, Why Arent You Promoting It?

Like all things, theft is theft, misery loves company, negative... Read More

Google - PR & Backlinks

Here are some observations that I have made recently:1. On... Read More

The Value of Search Engine Marketing

Search engine marketing vs traditional offline marketing. Most often, traditional... Read More

Getting To Know Google

Having greatly benefited from my relationship with Google in the... Read More

10 Quick Ways To Kick-Start Your Profit Pulling Keywords

First, you must realize that targeting the right keywords or... Read More

Ten Steps To A Well Optimized Website - Step Seven ? Website Submissions

Welcome to part seven in this ten-part search engine positioning... Read More

Basic Search Engine Optimization For Dummies

OK, you published your site, now you just sit by... Read More

Why Articles Are Not The Route To High Search Engine Rankings

If you have any interest in getting high search engine... Read More

Free Search Engine Advertising: 10 Secret Ways To Indirectly Race To The Top Of Search Engines

Do you have a website that has little or no... Read More

If Content is King, then surely Relevance is Queen!

There has been a lot of to-ing and fro-ing in... Read More

You Cannot Hide From the Public Record Search Engines

As a search engine optimization specialist, I often run across... Read More

Google ? A Bit of History

The first question most people have is, "What the heck... Read More

Search Engine Optimization: Site Structure and Popularity

In the Global Internet era the industry presence is undoubtedly... Read More

What is Google Talk ?

The advent of Internet has affected lives of almost the... Read More