We'll help you to write the content of your site, page by page - beginning with initial SEO copywriting consultations, followed by our staff's hands on editing of your text to satisfy the requirements of our keyword research results. We'll guide you on what type of information to write, and on which pages. We'll do the rest
The rules that apply to writing search engine friendly content are very similar to those applied to well written content in general; with one important exception (which we'll address shortly) but first, let's get back to what constitutes well written targeted content.
A good starting point for writing targeted material of any type is nailing down exactly what information you wish to convey, as well as making the information as useful to the reader as possible of course.
Completing thorough keyword research will help to organize your pages according to the information being searched for, as opposed to what you may perceive as being the proper data architecture model for your internet presence. Once we have incorporated the most relevant short tail and long tail keywords into your content's original structure, your site can then be organized into appropriate pages, headings, subheadings, and various other forms of semantic markup for optimal search engine indexing.
The main exception in similarities of writing content in general as opposed to that for use on the web, is that most web surfers do just that; they surf and skim through pages for the speediest retrieval of information. As a general rule you have just five seconds to capture your reader and while your information may be organized in a manner to please even the most discerning visitor you need to engage the potential customer's attention as quickly as possible.
Properly constructed SEO copywriting will please both your human visitors, as well as the search engine spiders that come to crawl your site, giving both these discriminating groups an easily accessible, organized understanding of what it is that you offer.
Latent Semantic Indexing vs Keyword Density
In the internet's earlier years, search engine algorithms were considerably less sophisticated, and the factors determining a web site's strength for indexing were frequently manipulated. As the algorithms adapted to the increasing numbers of search engine manipulation attempts, black hat SEO techniques such as meta tag keyword stuffing and "invisible" text spam became ineffective, and even penalizable, allowing Google, Yahoo, MSN and others to provide more consistently relevant search results.
In recent years, the search engine algorithms, notably Google's, have become increasingly advanced, and the once highly esteemed keyword density theory has all but vanished. Having the keywords that you want indexed do have to be well documented in your site, but there is no magical or convenient percentage to aim for. Repeating a term throughout your site will not convince the search engines that you're an authority on that subject more than it would your average reader, thanks to addition of search algorithms similar to Latent Semantic Indexing (LSI).
Regular keyword searches approach documents individually, by scanning each page in search of keyword and key phrase matches for further analysis, disregarding the documents not containing these terms.
Alternatively, Latent Semantic Indexing examines collections of documents, considering those with many words in common to be semantically close. While the LSI algorithm cannot understand what the words mean, this method of classification is surprisingly similar to how humans organize documents.
Search engines play their cards very close to their chest regarding which elements of the LSI formula they have adopted, but it is indisputable that search engines, Google in particular, have incorporated principles of semantically related words into their algorithms.
From Keyword to Theme
Other sites dealing in the same business as your company will share many similar words with yours. Including non-repetitive, informational content greatly increases your odds of your site being seen as complete by the search engines spiders. What are the chances of a web page on seo copywriting being useful without mentioning LSI, algorithms, data architecture and keyword density, as well as all the facts and figures that go along with it? I think you get the idea.
By not having to rely on keyword dedicated pages, you are free from having to write the mundane, redundant spamfests we have all grown to hate in search of informative web sites. Focusing on the theme of your pages based on certain keywords, rather than the individual keywords themselves, will allow you to use as many synonymous and descriptive terms, plural and singular versions of your actual keywords, and a variety of other elements that will translate into more useful and readable pages. Your informative content will benefit a targeted audience, resulting in extra conversions for your business, as well as help the search engine crawlers to better understand and index your content. Win-win.