Archive for May, 2008
What you say on your Web site is critical in conveying a message to a potential customer or client. Writing pursasive text is as much an art as a science.
We do this. We do that. It is typical to write content in “we-we” talk. Web site owners focus on what “we do” instead of the benefits to the intended audience.
Take the we-we challege, made popular by the author of “It’s the Customer Stupid”, Bryan Eisenberg, and see if your Web site passes the test.
Converting users to customers is an entire practice worthy of exploring much further than this post. In order to write pursasive text that appeals to both users and search engines, you need to:
- Target your audience
- Perform thorough keyword research
- Write your message for your target audience using pursuasive text and include good keyword phrases
- Format and place keywords and keyword phrases in strategic places on your Web pages
- Determine your keyword density - the percentage of times a keyword and keyword phrase is used on a single Web page compared to the total number of words (exclusions exist)
- Measure and fine-tune
Piece of cake…
Every page of your Web site has the potential to be a landing page for a user seeking your services or products. Users don’t exclusively enter your Web site through the homepage. Keyword phrase optimization of every key page of your Web site is critical to increase the chances that one of your Web pages will be returned in a search.
Let’s check your keyword density. Keyword density is the percentage a keyword or keyword phrase is repeated in comparison to the total number of words on a page. Stop words like “and”, “or” and “but” are excluded from the total. This excercise does not take into account the depth of analysis performed to improve keyword “phrase” density of a Web site but it does provide a peek into a potential problem. Don’t get caught up in “we-we” talk and make sure to convey the right message about what your company offers to both users and Search Engines.
Explore your homepage keyword phrase density by following this quick and easy excercise:
- Go to http://www.ranks.nl/tools/spider.html - accept all default values
- Enter your homepage URL in the fist field at the top as http://www.yourdomain.com
- Click Submit
- The report created gives a wealth of knowledge about your homepage. Scroll to the section showing single, 2,3 and 4 keyword phrases
- The most popular searches are between 2 and 4 keyword phrases. You will see the most repeated phrases at the top of this section of the report. If you are a land surveying provider and you do not see the keyword phrase “land surveying” or “land surveyor” in your list, chances are you are not telling search engines or users enough about the services you provide.
Talk to your online marketing representative about the copy on your Web site. Make sure that good keyword research is performed before making changes to your Web site copy and don’t get caught up in “we-we” talk.