Search Engine Optimization; or Why They Don’t Google Pictures

James Dominello

Post “9/11” Marketing

Search Engine Optimization; or Why They Don’t Google Pictures. (Hint: Words matter.)

Not all Web sites exist for the same purpose -- but no Web site exists NOT to be seen and read. The copy on a Web site -- and where it is placed -- is a predictor of how easily your Web site will be found by people who don’t already have your URL address, and must find you by searching the Internet. However, in order to show up in any search engine listings, your Web site first must be indexed by search engine spiders. Getting indexed -- and then ranked prominently -- is what Search Engine Optimization (SEO) is all about.

The primary challenge of the SEO writer is to get your site listed on major search engines (Google, Yahoo, MSN, Ask, etc.), so that your target visitor can easily find you. Since the prospect is usually overwhelmed with several pages of search results, obviously, the higher your Web site ranks, the better chance it has of being found. This White Paper focuses on the mechanics of SEO copywriting, which, when utilized correctly, will result in your Web site being more prominently listed in the organic or natural search results.

Start by Sectioning Your Web Site

The SEO copywriter must first think analytically before writing creatively, beginning with defining your sales message, and then organizing page content based on individual products or services. When your Web site is well organized, from home page to contact page, each section serves as an online advertisement, featuring the benefits of various facets of your business. These defining terms become the “keyword phrases” that search engines will index, and prospects will hopefully include in their search parameters. The strategic use and placement of keyword phrases (explained later) will boost your chances of rising in the search engine rankings.

Another organizational technique for boosting your search engine ranking is to include a site map page and, if appropriate for your industry, a business terminology page. Site maps simplify the search engine indexing process by providing one page that links to every page in your site. A glossary page of technical vocabulary repeats your listing of keyword terms. In both cases, linking your keyword phrases to the appropriate Web site page helps to boost rankings, because linked text carries a higher “weight” then non-linked text.

Why Keyword Repetition Is Good

Contrary to what is taught in creative writing classes, repetition is good for Web copywriting. Properly placed throughout your site, repeated usage of keyword phrases will increase your chances of being ranked higher by search engines. Also critical to your ranking is where on the page these keyword phrases are placed. In order of importance, the most effective places are: the title, the headline, the page-to-page links, the subheads, and the leading words in paragraphs.

If possible, the keyword phrase should be distributed evenly throughout the page, appearing at the beginning, middle and end. Google, in particular, is known to check for this type of keyword phrase positioning. Over 150 different aspects are analyzed by search engines on each and every page in your site. Even adding a simple boldface to a keyword phrase will boost your site’s importance.

Too Much of a Good Thing Is Bad!

Keyword repetition is good, but too much is guaranteed to have negative results. The old webmaster trick of hiding keywords at the bottom of a page (repeating them countless times in white text on a white background) will only hurt you today. Search engines are on the lookout for excessive repetition -- and will actually penalize those who do it. SEO experts recommend that you repeat keywords up to four or five times on a page, but monitor your placement by maintaining a keyword density of 6% or less.

Writing for human eyes, while also trying to catch the eyes of search engine spiders, is a bit challenging to say the least. We find it helpful to write like a news reporter -- include all the important facts in the first paragraph. By working in a news-writing style, you can write headlines that repeat keyword phrases, and add subheads along the way, repeating keyword phrases.

As in writing news stories, the lead copy for the Web site should convey your main story -- and contain a benefit statement that differentiates your company. Often, that benefit statement is picked up by the search engine, and appears in the copy brief used to describe your Web page in search listings. To assist the search engine in deciding what your site description should contain, be sure to use the meta-description tag (more information about this tag later in the White Paper).

Selecting the Right Keywords

To ensure that the keywords you choose are the words that your prospect might also select in his/her search process, we recommend using an independent keyword research service, which can provide statistical rankings of keywords used for searching products and services. Once your keyword selections have been validated by a keyword research service, the SEO writer’s mission is to place keyword phrases strategically on your Web site pages ... up to four or five times per page, if possible. The trick is to accomplish this, while also writing copy that makes sense -- and reads well.

Keyword research provides direction to the writer in advance of actual copywriting, helping the writer to stay focused on the key points. Sales trainees are taught to put yourself in the customer’s shoes. For developing Web site copy, you must get inside the prospect’s head, by anticipating those keywords your prospect will type into the search engine’s box.

Provide a Key Statement

If the Web site story is properly organized, each page will have its own focused topic, and its own keyword phrase. The result is easier recognition by search engines, and better search engine rankings. The first 50 to 175 words on each Web page are critical to being listed by search engines. Write this lead copy very carefully, making sure that keywords are incorporated. As in a good personal sales presentation, close your sales argument by repeating the critical points, again using keyword phrases. Where appropriate, make the keyword phrases the hyperlink to another page. So, instead of “click here” wording, insert a specific keyword usage. Search engines track and follow hyperlinks, and using this technique helps to achieve your SEO goals.

Writing Keywords Beneath the Page

SEO copywriting requires extra mechanical steps that are not used in writing a creative brochure. Written in code, beneath each page on your Web site, should be a meta-description tag that details the content of the page. A meta-description tag (50 to 175 characters) should pinpoint the product or service offered, and the benefits provided. This meta-description tag, which often appears on the search engine results pages, should be considered an opportunity to write a short sales message encouraging the viewer to click through to your site.

 The meta-keyword tag is a comma-separated list of the keyword phrases appropriate for the page. For example, the meta-keyword tag for this White Paper might be, “seo, search engine optimization, search engine ranking, web copywriting, website copy writing, keyword research.” (Note the purposeful variable spelling of the same statement.) Unlike a meta-description tag, the information in the meta-keyword tag does not read like a sentence, but rather is merely a listing of the keyword phrases used on the page. Although meta tags don’t produce the magical results they once did for search engine placement, they are still useful, and easy to implement for the programmer.

 Location, Location, Location

It’s a long way from Indiana to India, and this matters for many Web searchers. If your prospects normally buy from local sources, then anticipate that their search parameters will spell out their location. If proximity is important in your business, make sure that your location is contained in your meta-description tag and in your body copy. By all means, place your address in the footer on each page.

Your Internet “Elevator Speech”

Once your Web site gets that magical “Click” to its URL address, the SEO job function is over. From this point forward, it’s the job of the creative team to gain the visitor’s attention -- and convince the potential prospect that your Web site has something to offer. Don’t squander these crucial moments with time-wasting graphic gimmicks. Consider this moment to be the Internet equivalent of a sales “elevator speech.” In a matter of seconds, your home page must establish brand identity, and explain to the prospect how your firm differs from a universe of competitors that are also listed in pages of search engine findings. It’s “Show time” ... you must deliver your key message -- and fast!

Switch Caps ... Think Creative!

Once your visitor believes that your company may have a viable solution to his or her search needs, don’t turn your Web site into a self-serve buffet. Write copy that leads the prospect by hand through a sales presentation. Don’t let them guess which page to click next. Use links to send them directly to the next phase of your sales presentation.

As you learned, using the right words in the right places does make a difference in the Search Engine Optimization process. The same holds true for Web site creative copywriting. Does your Web site do a good job of moving your prospect forward in the selling process? If not, it won’t matter that you have hooked hundreds -- or perhaps thousands -- of potential prospects through a Web search. If your Web site fails to hold their interest -- and meet their needs -- the prospects will soon click elsewhere.

Perhaps it’s time to update your Web site message, with a story that makes sense in today’s marketplace. To see if our business-to-business marketing and writing experience fits your needs, visit www.dominello.com, or contact Jim Dominello, Phone 574-272-4962 or e-mail jimd@dominello.com.

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