your keywords tell the search engines what you do, and the inbound links tell them how important you are. This combination is what determines your relevance. and relevance is what the search engines are after.
1) Categorise your pages
Before writing, think about the structure of your site. If you haven’t built your site yet, try to create your pages around key offerings or benefits. for example, divide your Second Hand Computers site into separate pages for Macs, and PCs, and then segment again into Notebooks, Desktops, etc.
This way, you’ll be able to incorporate very specific keyword phrases into your copy, thereby capturing a very targeted market. If you’re working on an existing site, print out each page and label it with its key point, offering, or benefit.
Type in the key points, offerings, and benefits you identified for each page, and spend some time analysing what words customers use when they’re searching for these things. These are the words you’ll want to use to describe your product or service. (Make sure you read Word Trackers explanation of their results.)
3) use phrases, not single words
Although this advice isn’t specific to the web copy, its so important that it’s worth repeating here. Why? Well firstly, there’s too much competition for single keywords. If you’re in computer sales, don’t choose computers as your primary keyword.
Go to Google and search for computers and you’ll see why Secondly, research shows that customers are becoming more search-savvy they’re searching for more and more specific strings. They’re learning that by being more specific, they Find what they’re looking for much faster.
Ask yourself what’s unique about your business? Perhaps you sell cheap second hand computers? Then why not use cheap second hand computers as your primary keyword phrase. This way, you’ll not only stand a chance in the rankings, you’ll also display in much more targeted searches.
4) Pick the important keyword phrases
Don’t include every keyword phrase on every page. Focus on one or two keyword phrases on each page. for your Macs page, Focus on cheap second hand macs. for the PCs page, Focus on cheap second hand pcs, etc.
If this doesn’t affect your readability too badly, its worth doing. Its a fine balance though. Remember, your site reflects the quality of your service. If your site is hard to read, people will infer a lot about your service
6) use keyword phrases in links
Although you shouldn’t Focus on every keyword phrase on every page, its a good idea to link your pages together with text links. This way, when the search engines look at your site, they’ll see that the pages are related. Once again, the more text links the better, especially if the link text is a keyword phrase.
for example, As Well as providing cheap second hand Macs, we sell high quality cheap second hand PCs. TIP: If you don’t want your links to be underlined and blue, include the following in your CSS file:
As Well as providing cheap second hand Macs, we sell high quality cheap second hand pcs.
7) use keyword phrases in headings
Just as customers rely on headings to scan your site, so to do search engines. This means headings play a big part in how the search engines will categorise your site.
Try to include your primary keyword phrases in your headings. in fact, think about inserting extra headings just for this purpose. Generally this will also help the readability of the site because it will help customers scan read.
8) Test keyword phrase density
Once you’ve made a first pass at the copy, run it through a density checker to get some metrics. Visit http://www.gorank.com/analyze.php and type in the domain and keyword phrase you want to analyse. it’ll give you a percentage for all the important parts of your page, including copy, title, meta keywords, meta description, etc.
Just remember, don’t overdo it. Its not easy to Find the balance between copy written for search engines and copy written for customers. in many cases, this balance will be too difficult to achieve without professional help.