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Eventually, an Internet company will suffer from low rankings. The cause may be unknown, but the solution is. With a little work, websites can easily improve rankings. By understading how search engines operate, and by using the right keywords, you can drive targeted traffic to your site. It is almost to the point where companies need a full-time writer with a firm understanding of SEO (search engine optimization) to draft the content necessary to promote your business. But, if you have a creative streak, there is no reason why you cannot do this yourself. You just have to be careful to have enough keywords, but not too many throughout the copy. A few tips to consider... Forget everything you learned about writing, to put yourself in the right frame of mind. The web copy you write should be in a conversational tone. That means 'fragments' and sentences that end with 'prepositions' are ok. Try using a font that is easy on the eyes. Webmasters tend to prefer Times New Roman, Verdana, or Arial. Also, the content should flow. Search Engine Optimization Friendly The rule of thumb when writing SEO web copy is, "less is nearly always more." Since most Internet surfers scan over the content on a website for important points, it makes sense to keep your paragraphs short and direct. Toss out the fancy phrases that make you sound like a snob. Stick to the basic command of the English Language. Headings: 6 to 8 words Sentences: 15 to 20 words Paragraphs: no less then 3 lines, no more then 5 lines Web page word count: 350 words The keyword dilemma is a never ending vicarious cycle that leaves you feeling numb at times. What are keywords? Who will use these keywords? What search engines should I use? And the list goes on. Yahoo and Google are search engines that employ text (keyword/keyword phrase) that is entered into a search box to find web addresses. So, if you are looking for a gardener, you would enter "gardening service" or perhaps "lawn care provider" into the search engine. The search engine will then scour the web and find all websites associated with those phrases. Keyword positioning on your pages are used to determine how quickly the search engines find your site. So before beginning, create a list of words that could be associated with the services or products you offer. These words or phrases need to be realistic. An experienced content writer can work in the keywords and phrases with the greatest of ease. You need to make your home page the focal point. Headings should have no fewer than 6 words but not exceed 8. Make sure your keywords appear in the heading but make sense doing so to increase your odds. Acting as a sales letter, this page needs to be easy to read yet clear and to the point. Introduce your visitor to your business as if you were chatting with a friend. But, fill the content will keywords that flow, weaving in and out of paragraphs. Common Errors It takes a lot of time and practice to craft seo friendly web copy. Many writers will start writing seo articles without a clear understanding of the nature of keywords and how they are used by search engines. It is common for beginners to concentrate too much on the keywords and they wind up with unreadable copy that ultimately drives surfers away. Remember to write about the benefits as opposed to the features of the products or services you sell. People always want to know what is in it for them if they choose to buy from you so focus content on this objective. Failing to edit your copy for grammar and spelling errors can lead to problems and lost customers. If possible, have another person read over your copy to get a fresh perspective. Remember, web copy is merely a serious of informative pages. Each page on your website invites the visitor to go one step further. Ultimately, you hope they will purchase your product or service. But if search engines are not reaching you, you'll never have the opportunity to introduce potential customers to the benefits.
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