This is probably the hardest selling point to get across to a client when seo speak begins. Sure people know they need to get ranked in Google, and they know you need to build an online presence, and of course, they all know that they need to get traffic to their site.
But site copy? Anytime that topic is brought up, most clients proudly boast that they have already posted their brochure's information on their site and that works just fine.
Well, it doesn't. Content optimization is a skill that few people possess. Words sell, images don't. You need to get the user to take action! So, in that spirit, here is a list of things to do and ones to avoid:
Things to do:
- Use the main keyphrase you are targeting on every page, except for the home page.
- Use keyphrases in your hyperlinks.
- Create a page title that is intriguing and eye catching. Remember words sell, graphics don't.
- Limit your keyword usage to 2 or 3 keywords per page. Otherwise, you may get tagged for keyword spamming.
- Create supplemental content like FAQ pages, how-to pages, industry glossary and related articles about the product.
- Use the description meta tag. Google refers to this when it can't find content or a listing in DMOZ.
- Always keep an eye on competitors and how they rank for the same keywords.
- Focus on the the pages that have your best conversion rates.
- Think like a reporter, asking the five W questions (who, what, when, where, why).
- Display your location. Studies indicate that people look for local vendors, even when online.
Things to avoid:
- Inserting keywords into copyrighted material.
- Forgetting what your audience is looking for.
- Leaving the title of your page as "Untitled".
- Using too many graphics.
- Waiting to implement copy changes for expected seasonal sales. You need 6-months when optimizing seasonal content to give the engines time to adjust to your alterations.
Content optimization is a continual process of monitoring and updating. By staying true to this course, you'll see the results in your sales.
-To your online success!