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How
Many Keywords Are Enough?
© Karon Thackston
Yesterday, I received an email from someone who'd purchased
one of my ebooks. Her question was one I've been asked several
times before: "How many instances of keywords within the copy
are enough?" That's like asking, "How long is a piece of string?"
There isn't one answer.
Proponents of keyword density formulas will quickly spout
out a percentage: 4%, 6%, 12%. However, I wonder where they
get these figures from. If you do a search in Google for any
keyphrase (say [cast iron frying pan], for example), you'll
immediately see why keyword density formulas don't add up.
Either version - cast iron or cast-iron - bring the same listings
on the search engine results pages (SERPs). Please note: I
was looking at the source code for each page so as to include
mentions in tags as well as on the page.
Cast Iron Frying Pan
Your results may be different than what I see, as everybody
does not view results from the same database. But, when I
type in [cast iron frying pan] (no brackets, of course), the
first site that comes up is http://whatscookingamerica.net/Information/CastIronPans.htm.
Total word count: about 1,611. Keyword density for [cast iron
frying pan]: 0%. Keyword density for [cast iron]: 3%. Keyword
density for [frying pan]: < 1%.
Next up, Ask Yahoo: http://ask.yahoo.com/20000419.html. Total
word count: about 622. Keyword density for [cast iron frying
pan]: < 1%. Keyword density for [cast iron]: < 1%. Keyword
density for [frying pan]: < 1%.
In the #3 position is Amazon.com at http://www.amazon.com/Lodge-Logic-Pre-Seasoned-Cast-Iron-Skillet/dp/B00063RWUM.
Total word count: about 2,405. Keyword density for [cast iron
frying pan]: < 1%. Keyword density for [cast iron]: <
1%. Keyword density for [frying pan]: < 1%.
Mexico Cruise Vacation
Here's another example: [Mexico cruise vacation]. At #1 we
see Cruise Web, http://www.cruiseweb.com/MEXICO.HTM. Total
word count: about 488. Keyword density for [Mexico cruise
vacation]: < 1%. Keyword density for [Mexico cruise]: <
1%. Keyword density for [cruise vacation]: < 1%.
eCruises.com is up next with their page found at http://www.ecruises.com/.
Total word count: about 238. Keyword density for [Mexico cruise
vacation]: < 1%. Keyword density for [Mexico cruise]: <
1%. Keyword density for [cruise vacation]: 0%.
It goes on and on. Yes, you do find some sites that have
really high keyword densities, but it is not a given that
attaining a certain across-the-board keyword density will
guarantee you good success. In fact, from what I've seen,
keyword density has not been a valid measure of SEO copywriting
success in years. I believe it once was, but Google and other
engines quickly plugged the loophole.
Does Frequency Not Count At All?
Does that mean that engines don't give any consideration
to how often keyphrases are used within the copy? No. In fact,
The Official Google Blog recently did a series entitled Technologies
Behind Google Ranking, http://googleblog.blogspot.com/2008/07/technologies-behind-google-ranking.html.
In one of the posts, the author states, "The core technology
in our ranking system comes from the academic field of Information
Retrieval (IR). The IR community has studied search for almost
50 years. It uses statistical signals of word salience, like
word frequency, to rank pages." He continues with, "IR gave
us a solid foundation, and we have built a tremendous system
on top using links, page structure, and many other such innovations."
Other Google documents make mention of the need to include
key terms in your copy, so it is established that keywords
in copy can play an important role. However, I do not see
evidence that a standard, across-the-board "keyword density"
is at play. Not to mention, forcing phrases into your page
text to the point that it sounds utterly stupid makes no sense.
It's not going to help your rankings (except maybe on some
sub-engines), and it will almost certainly turn off your site
visitors.
So, back to the original question: "How many keyphrases are
enough?" That's a judgment call that comes with experience.
Here are a few guidelines - not carved-in-stone rules - but
guidelines you can consider. And no, don't do them all every
time.
Keyword Inclusion Guidelines
1) I make an effort to include
keyphrase(s) in the headlines and sub-heads if at all possible.
2) Adding keyphrases about once
or twice per paragraph is a good goal. I never count words
or run keyword density percentages.
3) Focus on writing in natural
language. Yes, you want to incorporate keywords, but not
to the point that you ruin your copy. It should sound natural.
4) Read your copy out loud. If
it sounds stupid or redundant to you, it will sound stupid
and redundant to your site visitor.
5) If it makes sense to do so,
I try to include keyphrase(s) in bold, italic, bulleted
lists, or in other text that is specially formatted. If
you wouldn't bold or italicize the words or phrases to emphasize
them to your visitors, however, don't make a special exception
for the engines. These are what I call Brownie point tactics.
The impact won't be significant, but every little bit helps.
Bottom line? Don't sacrifice the quality and conversion
power of your copy to chase search engine rabbits. In the
end, it won't be worth it.
Know how to write copy, but need help with effective keyword
use? Karon offers 11 clever ways to include keywords in
your SEO copy without destroying the flow. Learn to
write more natural-sounding copy today at [INSERT YOUR AFFILIATE
LINK HERE].
Will Longer Keyphrases
Hinder the Effectiveness of Your Copy?
© Karon Thackston
The length of search phrases continues to grow. Back when
the Internet was just an upstart, single keywords were the
only thing you needed. But in recent years we've seen the
number of words used in search phrases triple and quadruple.
Rather than a single keyword, searchers who live in countries
where English is the primary language are now using three-
and four-word phrases as a standard, according to Web analytics
company, OneStat.com.
While the worldwide average is two words per search phrase,
the USA, Canada, the United Kingdom and Australia all show
that searchers prefer the use of three- or four-word terms.
What does this mean from a copywriting standpoint? Writing
with a single keyword in mind is relatively easy. Using two-word
terms is a bit more of a challenge. But when you get to three-
and four-word phrases, your risk of sounding stiff and awkward
increases substantially.
Why Longer Phrases?
Longer search phrases are the natural progression of the
Internet population boom. As more and more information is
placed online, it becomes increasingly difficult to find exactly
what you're looking for. When there were only a few thousand
sites, entering the word "marketing" into a search engine
would bring up a handful of sites for you to choose from.
Now, however, you find hundreds of thousands of sites dealing
with everything from marketing plans to marketing jobs to
university curriculums for marketing degrees. The natural
action for copywriters is to follow the search trend of the
target audience and use the keyphrases that they use.
That leads us back to our original question… how?
Tips for Writing With Keyphrases
The biggest mistake I find search engine optimization (SEO)
copywriters making is attempting to substitute a generic term
for a specific keyphrase. For example:
At our Mexico cruise vacation site we offer the best rates
on Mexico cruise vacation packages to the most exciting
Mexico cruise vacation destinations. Visit our Mexico cruise
vacation specials page for deep discounts today!
Or
Welcome to our Chicago web design firm site. If you're
looking for innovative and creative Chicago web design firm,
you've come to the right place. No other Chicago web design
firm has the talent or technological skills to develop the
type of high-end sites we do. When you're ready for a truly
professional Chicago web design firm, contact us today.
Oh please! My 10-year-old nephew could write better copy
than that. When you substitute generic terms (in this case:
site, packages, vacation destinations, vacation specials,
etc.) with the specific search phrase, you get a bunch of
repetitive, awkward babble. The longer the keyphrases are,
the more clunky the copy will sound.
The best advice I can give is to break up some of the mentions
of longer keyphrases. Yes, you do need to keep the words of
the phrase in the same order most of the time. However by
using punctuation and other elements you can still make the
phrase appear less obtrusive.
For example, let's look at our Mexico cruise vacation site
again. Rather than using that bunch of fluff written above,
try this instead:
Long stretches of sunny beaches, delightful fiestas filled
with lively bands and some of the most delicious fresh seafood
you've ever tasted. Where can you find it? In Mexico! Cruise
vacation destinations from Cancun to Cozumel offer some
of the most exciting adventures and beautiful scenery found
in Mexico. Cruise vacation specials make these remarkable
getaways even more affordable than you might think - etc.,
etc.
Do you see what was done? Using punctuation, the phrase "Mexico
cruise vacation" was broken up between sentences. Because
the search engines all but ignore punctuation, they see the
phrase as one term. However, the site visitor doesn't. They
don't notice that the phrase is being repeated because it
spans two sentences.
If the trend continues as it has in the past, search phrases
will get even longer in the not-so-distant future. However,
when you get creative with keyphrase use in your copy, you'll
find longer search terms are not a problem to work with.
Know how to write copy, but need help with effective keyword
use? Karon offers 11 clever ways to include keywords in
your SEO copy without destroying the flow. Learn to
write more natural-sounding copy today at [INSERT YOUR AFFILIATE
LINK HERE].
The 2
Most Common Mistakes When Writing With Keywords
© Karon Thackston
It really gets my blood pressure up. SEO copywriting has
begun to get a poor reputation all due to carelessness. How
so? Because too many people claim to know what they are doing.
In reality, they simply shove keywords into copy without any
concern for how the copy flows. Copy that sounds mechanical
or stiff is a sure sign that an amateur writer has had his/her
hands in things.
When you write SEO copy, you should take the time to find
out what works and what doesn't. There are two mistakes almost
every amateur search engine copywriter makes. Let's take a
look at each one.
#1 - The List
Let's say you visit the home page of a website that sells
beauty supplies. As you read the copy, you keep coming across
a string of items: hair salon supplies, hair salon equipment
and professional manicure tables. The copy reads something
like this:
------------------------------------------------------------
The Best Selection of Hair Salon Supplies,
Hair Salon Equipment and Professional Manicure Tables On
the Internet
When you're shopping for hair salon supplies, hair salon
equipment and professional manicure tables, you need a vendor
who offers great selection as well as great service. Because
buying hair salon supplies, hair salon equipment and professional
manicure tables can be an expensive venture, you also want
a company that delivers the lowest price.
Trust ABC Beauty Supply to bring you the widest selection
of hair salon supplies, hair salon equipment and professional
manicure tables in stock every day. Orders are shipped within
24 hours and - for all hair salon supplies, hair salon equipment
and professional manicure tables orders over $100 - shipping
is absolutely free!
------------------------------------------------------------
Do you see how that flows (or doesn't flow) when you use
all your keyphrases in a row every single time? One time,
sure. That's fine. Even twice, depending on the length of
your copy. But to put all your keyphrases in a list and use
them every time you have the smallest opportunity is just
far too repetitive. What do you do instead?
Discuss each one in its own section. Talk about the various
types of hair salon supplies. Review the reasons your hair
salon equipment is better than that sold by others. Or even
list the features and benefits of the line of manicure tables
you offer.
#2 - Substituting Keywords for Generic Terms
This technique (just like the one above) is perfectly fine
IF you use it in moderation. However, to replace every instance
of a generic term with a keyphrase will cause your copy to
sound downright silly. Let's have a look at an example from
a Web design site.
------------------------------------------------------------
New Orleans Web Design
Our New Orleans Web design firm offers a high
level of creativity to businesses located in the general
area. Our New Orleans Web design styles are never
made from templates. Each New Orleans Web design
is a custom creation just for your site.
------------------------------------------------------------
If you walked into a Web design company's office and the
employees began to talk like that copy is written, you'd most
likely think they were on drugs! So why in the world would
you write your site copy that way? The reason is because most
amateurs mistakenly think they can't write for both the search
engines and the site visitors. I'm delighted to say they are
wrong! You can most certainly write for both with great success.
Try this:
----------------------------------------------------------
Progressive, creative, upbeat. Those are phrases that best
describe many online businesses based in New Orleans. Web
design for your organization should match your style. Never
created from templates, the site designs you’ll receive
will be truly reflective of your corporate personality.
Because we work exclusively with companies located in or
near New Orleans, Web designs retain that Big Easy feel.
----------------------------------------------------------
Did you see it? The phrase was broken up using punctuation.
That won't hurt your rankings one bit, but it will make your
copy sound a LOT better.
These are not all the mistakes. I wish they were! But most
of the mistakes made by amateur writers can be fixed using
one simple test. Read it out loud. If the copy sounds ridiculous
to you when you read it out loud, it is going to sound equally
ridiculous to a site visitor.
Take your time. Learn the ins and outs of SEO copywriting
before you begin to create the text for your (or your clients’)
pages. Then you can rest assured that your copy will convert
better while it contributes to your high rankings.
Know how to write copy, but need help with effective keyword
use? Karon offers 11 clever ways to include keywords in
your SEO copy without destroying the flow. Learn to
write more natural-sounding copy today at [INSERT YOUR AFFILIATE
LINK HERE].
The Best Place to
Put SEO Copy on Your Web Page
© Karon Thackston
It seems like a funny question to me, but it gets asked a
lot. "Where should the SEO copy go on my Web page?" That question
gets asked so much because there are several pieces of out-of-date
information, rumors and myths with regard to text placement,
when writing SEO copy.
For instance, many absolutely swear that the copy has to
be as high up on the page as possible for the search engines
to find it. Not true. The spiders will find the text regardless
of where it is on your page. Others say all your text has
to be in one block. Also not true. The spiders will find the
text regardless of where it is on your page.
Other statements I've heard regarding text placement include:
- Your headline must appear at the very top of the page.
- Copy placed inside tables throws the search engines off.
- Copy must be positioned above the fold to be found by
the spiders.
None of these are true. The spiders will find the text regardless
of where it is on your page. (Or did I already say that…
twice?) This is true in 99.9% of the cases, with only some
very rare exceptions.
So where is the best place to put SEO copy on your Web page?
Wherever it makes sense to the site visitor!
Spiders will find your text regardless of where it falls
on the page. Want proof? Here's a test. Go to Google and type
in any working URL. When the result comes up for that site,
click on: "Show Google's Cache of…" In the box that
appears at the top of the next page, click on this option:
"This cached page may reference images which are no longer
available. Click here for the cached text only." What do you
see?
You see exactly what the search engine sees. If the text
appears in this text-only cache, that means Google's spider
can read it and index it.
Put Copy Where It Is Most Beneficial to Your
Visitors
Since the engines will find your text regardless of where
it falls on the page, your focus should be placed on the site
visitor. This is where your focus should always be. The people
who have the money come first; the search engines come second.
:)
If it makes sense for your visitors to see your headline
as the first thing on the page, then put it first. If a graphic
design element makes more sense, then put that first. If you
use photos or other images, include captions so your visitors
understand what these photos mean and how they relate to the
sales message.
If you have an ecommerce site, create pages for each category
of products you offer in order to help guide the visitors'
steps. Then add short copy segments that quickly describe
what is offered for each specific product. Even though the
copy is scattered all about the page, the engines WILL find
it.
When it comes to copy placement on your Web pages, don't
agonize over what the engines want you to do. Give 100% of
your consideration to what would be most useful for your visitors
and place your copy in those areas. The spiders will find
it with no trouble at all.
Know how to write copy, but need help with effective keyword
use? Karon offers 11 clever ways to include keywords in
your SEO copy without destroying the flow. Learn to
write more natural-sounding copy today at [INSERT YOUR AFFILIATE
LINK HERE].
Creating
A Search Engine Copywriting Plan
© Karon Thackston
Search engine copywriting has become an extremely important
part of the overall search engine optimization process. However,
in addition, search engine copywriting has developed into
a misunderstood craft.
Shoving keywords in anywhere they can possibly go is not
considered search engine copywriting. The process is more
defined than that. Successful SEO copywriting takes planning.
Any half-hearted efforts at writing copy geared strictly toward
the engines will usually result in a decline in your customer's
experience at your site.
What's the best way to write SEO copy? Starting with a plan
is always a good idea. Keep in mind, these are guidelines
of techniques that can be used *IF* they make sense for your
site visitors. I never recommend writing solely for the search
engines. In the case of search engine copywriting, the customer
is truly #1.
1) Use Three Keyphrases Per Page
- Not a carved-in-stone rule, the guideline of three
keyphrases per page gives good variety and helps keep the
copy from sounding too repetitive. I always choose keyphrases
first - before I write - because they can have a direct impact
on the focus of the page.
2) Have 250 or More Words of Copy -
The length of your copy depends on several things: Your target
customer's preferred communication style, whether the product
is new to the marketplace, if a detailed explanation needs
to be given, site design and many other factors. However,
the 250-word minimum gives enough room to get your message
across and offer an effective level of keyword support. Remember
though, it's all about the customer. If your target customers
prefer longer copy, write longer copy. If they like shorter
copy, write shorter copy.
3) Write In Natural Language
- "Natural language" is a term popular in SEO copywriting.
It means that the reader should not be able to (or should
barely be able to) detect what keyphrases the page is being
optimized for. The copy should flow as if it were not written
with the search engines in mind. You don’t want the
copy to sound forced or stiff. When you generate ideas for
the page copy, keep your keywords in mind. Ask yourself whether
you can use them in the copy in such a way that they won't
be obtrusive.
4) Use Keyword Phrases In Headlines and
Sub-headlines - IF it makes sense
to do so. You will not blow your rankings if you have no keyword-filled
<H1> or other <H> tags. If your headline sounds
stupid with keywords in it, don't use them. There are countless
sites online that rank highly which have no keywords in the
headline.
5) Use Keyword Phrases Once or Twice Per
Paragraph - Again IF it makes sense.
Remember what I keep repeating? None of these guidelines are
carved in stone. Read your copy out loud. If it sounds stupid
or forced, take out some keywords or find ways to rework them
so they flow more naturally.
6) Use Keyword Phrases In Bold, Italic
or Bulleted Lists - IF it makes sense
to do so. Don't automatically bold or italicize every instance
of your keywords. It will make your page look stupid, and
your visitors will wonder what kind of drugs you've been doing!
7) Do NOT Use Keyword Phrases As Substitutes
For Generic Terms - For example, do
not replace every instance of the generic word "cruise" with
the keyphrase "Mexico cruise vacation." Your copy will sound
ridiculous.
We offer Mexico cruise vacation
packages on the most popular Mexico cruise
vacation ships to the most breathtaking Mexico
cruise vacation destinations. Oh please!!
8) Use Keyword Phrases As Anchor Text
In Links - This is certainly not always
possible. If your primary keyphrase is "Mexico Cruise Vacation,"
you absolutely should not write every link to include that
phrase. However, if you can include keywords in anchor text
within body copy or in text navigation links, you might score
a little extra credit.
9) Test and Track -
Lastly, and above all, please remember, it may take some tweaking
to get your page to convert the way you want it to. All customers
are not the same, and all sites are not the same. All keyphrases
are not the same. There is no magic bullet. You'll have to
test and track and see what works best for you.
Know how to write copy, but need help with effective keyword
use? Karon offers 11 clever ways to include keywords in
your SEO copy without destroying the flow. Learn to
write more natural-sounding copy today at [INSERT YOUR AFFILIATE
LINK HERE].
Success
Tips for Writing With Local Keyphrases
© Karon Thackston
Local companies on the Web face their own challenges when
it comes to SEO and SEO copywriting. Maybe you offer Web design
or plumbing services. It could be that you're a handyman or
that you run a hair salon that wants to reach people in your
local area through search engine optimization. Great! So let
me ask you a question.
When marketing yourself to others in person, what is your
response when you're asked what you do? It's most likely something
like, "I operate a hair salon in downtown Chicago" or "We
provide Web design services to clients in Detroit." That just
makes sense. But something almost always seems to get skewed
when it comes to SEO copywriting that involves local keyphrases.
Because specific keyphrases need to be used and supported
throughout your page, the copy can sound odd, repetitive,
forced and mechanical.
One problem is that people don't search the same way they
talk. If you saw your husband or wife flipping through the
local phone directory and asked what they were looking for,
the answer would be something like, "somebody to fix that
broken banister on the front porch." But surfers have learned
that typing something like that into a search engine does
not usually bring up the listings they want. They've also
learned that they need to specify the need for a local handyman.
So, what happens when they go online to find somebody to fix
the banister? They type something to the effect of "Chicago
handyman" or "Chicago fix it shop."
Then we, as SEO copywriters, are left to incorporate this
phrase into our pages. What usually happens is not pretty!
Here's a typical sampling of copy that uses a local keyphrase.
We'll stick with our handyman example and use the keyphrase
"Chicago handyman."
===================
Are You Looking For A Chicago Handyman?
If you are looking for a Chicago handyman, we can provide
all the Chicago handyman services you need. From fixing broken
railings to installing dishwashers to repairing concrete driveways
and doing light construction, we offer a wide range of Chicago
handyman services to choose from. Chicago handyman services
are provided on an hourly basis, or we can provide a custom
project quote for larger jobs.
===================
You see it right away, don't you? It's too much. The keyphrase
doesn't naturally flow in half the places it's used. It sounds
odd, forced, stuffed. What can you do? The main thing is to
stop thinking of your chosen keyphrase and your business category
as synonyms. You cannot simply substitute "Chicago handyman"
for "handyman" or "Miami Web design" for "Web design." They
are not the same.
What's the answer? Break up your keyphrase or separate it
altogether.
Separating A Keyphrase
When you separate a keyphrase, you use each, individual word
instead of using the entire keyphrase as-is. So, rather than
consistently using the phrase "Chicago handyman," you would
use the TWO individual words "Chicago" and "handyman." This
makes it a lot easier to write your copy, and the result is
a more gentle flow of words.
WARNING: Keep in mind, however, that this method may hinder
your rankings. Before deciding to separate your primary keyphrase,
check with several search engines. Type in the keyphrase (without
quotes) and look at the results. Are other sites using the
entire phrase "Chicago handyman" as-is, where the words appear
in order, right beside each other? If not, you're free to
separate the phrase and use the two, individual words with
little fear of losing positioning.
If most others are using the keyphrase in its exact order,
you'll need to do the same. That means moving on to the next
method - breaking up the keyphrase.
Breaking Up A Keyphrase
Using this strategy, you break the keyphrase up using punctuation,
spacing, bullet points, line breaks or other formatting elements.
Since search engines don't pay any attention to these types
of things, your keyphrase is read as being in its original
order. Here's an example of breaking up a keyphrase.
====================
Are You Looking For A Chicago Handyman?
If you're a resident of Chicago, handyman services from a
trusted, reliable source are just around the corner. From
fixing broken railings to installing dishwashers to repairing
concrete driveways and doing light construction, we help homeowners
all around Chicago. Handyman services are provided on an hourly
basis, or we can provide a custom project quote for larger
jobs.
===================
See what's happening? In the first sentence, the phrase is
broken with a comma. In the last sentence, the phrase is broken
with a period. The words are still in their same order, but
the reader doesn't perceive them to be one phrase that is
overly used. This version of the copy sounds much better than
the previous version.
Regardless of what you're promoting to your local audience,
when it comes to using local keyphrases within search engine
copywriting, you don't have to sacrifice readability for high
placement. Use either of these tips to help you achieve both
goals, and you'll be well on your way to higher rankings and
improved conversions.
Know how to write copy, but need help with effective keyword
use? Karon offers 11 clever ways to include keywords in
your SEO copy without destroying the flow. Learn to
write more natural-sounding copy today at [INSERT YOUR AFFILIATE
LINK HERE].
Does Your Copy
Look "Fake" to the Search Engines?
© Karon Thackston
From the early days of search engine optimization, keywords
and content have always been vital to achieving your goals.
Starting back in the days when we used to shove every slightly
relevant keyword into our META tags, it has been obvious that
search engines love text. The more complex and sophisticated
the engines have gotten over the years, the more complex and
sophisticated many writers have gotten with their search engine
copywriting.
Supposed formulas, saturation levels, and other mysterious
concoctions have been developed to help us outsmart the engines.
What we should have been doing all along was writing for the
visitor first and the engines second. Why? Because creating
a site that's loved by visitors has become a prime factor
in linking, ranking, and marketing as a whole. And now, it
has become vital to search engine copywriting—especially
since the engines are making great strides with more personalized
and efficient searches (such as semantic search).
Rather than just reading the copy on your site, engines are
heading in the direction of being able to determine and "understand"
what a page is about. Working semantic *intranets* have been
in place at various types of organizations for years, and
research continues to implement this type of search capability
for the Internet overall.
The ironic thing is, as the search engines get more complex,
the "formula" for SEO copywriting is getting simpler and simpler.
Write Naturally
Rather than working yourself into a tizzy about how many
keyphrases go where, and what percentage of your net words
are keyphrases, and so on… just relax. As SEO gets
more advanced, your copy plan needs to get more elementary.
In the future, search engines will be looking for Web pages
that reflect a natural tone with the copy. Is it obvious that
keyphrases are being shoved in wherever possible? Does every
headline/sub-head, image tag, and comment tag have a keyphrase
included? Does the copy sound fake, unnatural, and stiff?
Then spiders and bots will recognize it, and (in theory) flag
it as something to be wary of.
Want an example? Take a look at this lovely piece of copy
I found while surfing just the other day. (I've replaced the
keyphrases used in the original copy with the word "wherever"
so as not to embarrass the site owner.
Wherever Holiday Rentals
Holiday rentals in Wherever for holidays in Wherever
Wherever holiday rentals directly from the owners. Rent
a holiday villa in Wherever or perhaps a 2-6 bedroom apartment
in Wherever. Wherever vacation rentals for holidays in Wherever
are easily located by searching the Wherever Holiday website.
Wherever Holiday Rentals offer holiday apartments in Wherever
and holiday villas.
Find accommodation in Wherever by clicking on the Wherever
map or the active links. You will then see holiday rental
apartments, villas and townhouses in stunning Wherever accommodation.
Let's suppose someone walked into your brick-and-mortar travel
agency and asked for help. You would most likely ask the person
what he was seeking. He would reply, "Holiday rentals in Wherever.
What can you show me?" Would you honestly take off on the
spiel above? Can you see yourself talking to a real client
face-to-face and saying, "We offer Wherever holiday rentals
in Wherever and can find you many apartments, villas, and
houses in Wherever"? I don't think so.
Who Cares?
Writing using natural language has always been important
to your visitors. If your site sounds silly due to overuse
of keyphrases, you lower yourself in the view of your prospective
clients. You want to make sure your visitors are smiling and
not rolling their eyes after they read your copy. Otherwise
you greatly reduce the chance of making sales.
Now that the engines are becoming more and more sensitive
to natural language when dealing with copywriting, this element
is going to become very important for another reason…
rankings.
Tips for Writing In Natural Language
1) Vary your keywords/phrases. For
example, if a keyphrase you particularly want to target is
"14k gold jewelry" also consider researching keyphrases like
"14k gold watches" or "gold wedding bands" or others along
those lines. This will give you a variety of phrases within
your copy.
2) Read it out
loud. When you read your copy out loud, you'll get
a better sense of whether it sounds unnatural. If you wouldn't
say, "We make 14k gold jewelry and have made 14k gold jewelry
for 10 years. If you need 14k gold jewelry, just view our
catalog" out loud then don't put it in your copy, either.
3) Break up keyphrases. As searchers
get more knowledgeable about finding what they want in the
engines, they use longer and longer search queries—some
of which just don't make any sense. For instance, I recently
had to use the phrase "real estate Pittsburg downtown." Since
this search string was not easily worked in as that exact
phrase, I broke it up. One sentence I used it in read, "When
looking for commercial real estate in
Pittsburg, check the downtown
listings first for exceptional locations and prices." The
words are still in the same order with minor breaks in between.
When you can't use a phrase "as is," this is a very viable
alternative.
Keep in mind the direction search engine optimization is
taking. The closer you can get to writing in natural language,
the better off you'll be. It only makes sense to create a
site now that will last through the long haul, especially
when that site will have a better chance of favorably appealing
to the engines and your visitors.
Know how to write copy, but need help with effective keyword
use? Karon offers 11 clever ways to include keywords in
your SEO copy without destroying the flow. Learn to
write more natural-sounding copy today at [INSERT YOUR AFFILIATE
LINK HERE].
Are
Keywords Destroying the Flow of Your SEO Copy?
© Karon Thackston
With all the shuffling that’s been seen in the search
engine world within the last year, the issue of obvious optimizing
has become a hot button. The current line of thinking is that
most engines (especially Google) are on the lookout for sites
that purposely make an effort to optimize their pages in order
to get high rankings. While this theory has not been proven,
I agree that obvious optimization is not a good thing. Not
exclusively because of what Google might think, but because
of what your site visitors might think.
When a Web site is created with the intent of having it ranked
highly, one thing often happens. The focus gets placed solely
on the optimization and is taken almost completely away from
the visitor. This leaves your site in a dangerous state of
unbalance. Let’s take a look at some examples.
=========================
New Orleans Web Design
=========================
Our New Orleans Web design
firm offers a high level of creativity to businesses located
in the general area. Our New Orleans
Web design styles are never made from templates.
Each New Orleans Web design
is a custom creation just for your site.
I can’t count how many times I’ve visited Web design
sites that were targeting local audiences and found copy similar
to this example. Forget for a moment that this copy is completely
“me, us, we, our” centered, and let me ask you a
question.
If someone asked you what your company did would you say,
“Web design” or “New Orleans Web design”?
Yes, I know the keyphrase is “New Orleans Web design,”
but using that phrase interchangeably with “Web design”
shatters the flow of natural language. Breaking up that phrase
will help you retain your appeal to the engines and your site
visitors. It will also keep you from appearing to be over
optimized.
You’ll also want to vary your terms to avoid absolutely
bombarding the reader (and the engines) with the same keyphrases.
That *may* mean the need for longer copy *if* your target
audience is one that would respond well to longer copy.
Try this instead:
Progressive, creative, upbeat. Those are phrases that best
describe many online businesses based in New
Orleans. Web design for your organization should
match your style. Never created from templates, the site
designs you’ll receive will be truly reflective of
your corporate personality. Because we work exclusively
with companies located in or near New
Orleans, Web designs retain that Big Easy feel.
See the difference? By breaking the phrase up, you work with
the flow of natural language instead of against it. To your
site visitors and the engines, it appears the phrase is just
part of a written conversation instead of something that has
been purposely (and carelessly) tossed in for the sole benefit
of higher rankings.
So, is the flow of your current copy destroyed by keywords?
Are you scaring off both the engines and your visitors? One
quick check can help you decide. Read your copy out loud.
(Or better yet, have someone else read your copy out loud.)
Does it sound odd? Does reading it feel forced or stiff? Would
the sentences you’ve written in your copy seem out of
place in the course of a verbal conversation with someone?
If you answered “yes” to any or all of these questions,
you might better take a closer look at your Web page.
Know how to write copy, but need help with effective keyword
use? Karon offers 11 clever ways to include keywords in
your SEO copy without destroying the flow. Learn to
write more natural-sounding copy today at [INSERT YOUR AFFILIATE
LINK HERE].
The Mystery
of the Magical Keyword Density Formula
© Karon Thackston
Keyword density. When it comes to SEO copywriting, this has
to be one of the most talked about subjects. Why? Because
keywords are the very foundation of search engine copywriting.
Without keywords we wouldn’t even have SEO copywriting.
Because keywords (or more accurately, keyphrases) play such
an important role in search engine copywriting, it might make
sense that there are certain rules and regulations - certain
formulas - that should be followed. It might make sense, but,
I’m sorry to say, the mystery… the magic…
is more like a myth.
I have a guess as to where these magic formulas come from.
Someone brags to their friend that they got #1 ranking for
a particular keyphrase. The friend studiously looks over the
site and starts taking notes. “He used this phrase eight
times in a 500-word piece of copy. He put the keywords in
here and there and over here, too. That means you have to
put keyphrases in these places and reach a keyword density
of 1.6% in order to get a #1 ranking.” Not so! Let me
explain why keyword density formulas don’t fly.
Copywriting Is One Piece of the Search Engine
Optimization Formula
Copywriting, in my opinion and the opinions of respected
search engine optimizers, is 1/3 of the puzzle; but there
are other pieces to the puzzle, too. What about coding and
linking? Those are two extremely important factors that also
come into play.
*IF* copywriting were the sole factor, then maybe - just
maybe - keyword density formulas might be a reality instead
of a fable. But alas… it isn’t.
Keyword Density Formulas Are Unproven
Go to any search engine. Type in your primary keyphrase.
Look at the results that fall into the number one through
five slots. Do they all have the same keyword density? No.
Some have higher levels, some have lower levels.
If keyword density formulas were carved in stone, every single
site in the top 10 would have the same keyword saturation
levels. But alas… they don’t.
All Keyphrases Aren’t Created Equal
Think about the competitiveness of the various keyphrases
on the Internet. You have some like “search engine marketing”
that are exceptionally competitive. Then there are others
like “sushi restaurant in Charlotte, NC” that
aren’t. You have to account for how many other sites
you’ll be battling with when you write search engine
copy.
Positioning of Keyphrases
In addition to the number of times a keyphrase is used, you
need to pay attention to *where* your keyphrases are used.
While it has not been proven to my knowledge, it is strongly
suspected that keyphrases that have special formatting carry
additional weight. By special formatting I mean bold, italics,
in bulleted lists, in <H> tags, etc. As I said, this
has not been proven. Again, go to your favorite search engine
and type in a keyphrase. If formatting and positioning were
a carved-in-stone rule, all the sites in the top 10 would
be using these tactics. But alas… they aren’t.
Why the Myths?
I understand why people want formulas. Having hard and fast
rules to follow means, if you apply the formula, you know
you’ve done the job right and you can’t fail.
The problem is there isn’t just one right way to create
search engine copy. There are as many ways to write SEO copy
as there are sites on the Web.
Am I holding back? Am I trying to protect my highly classified
industry copywriting secrets? Not at all. In fact, go to my
site at http://www.marketingwords.com.
Visit the portfolio section. If I had a fiercely protected
secret that I was holding out on, all the sites with SEO copy
in my portfolio would have the same keyword density. But alas…
they don’t.
What DOES Work?
So after I’ve dashed your dreams, the least I can do
is give you some insight into how *I* write SEO copy. I don’t
do any or all of these in any particular order. I don’t
do them all every time I write. I am NOT saying that you should
do all of these things every time you write.
1) If possible, I try to include keyphrase(s) in the headline
and sub-headlines. If it doesn’t make sense, if it sounds
odd, I don’t include them.
2) When it flows, I include keyphrases roughly once or twice
per paragraph. Do I count words? Do I run keyword density
ratios? Never! I just eyeball the page to see if it looks
right.
3) This I do EVERY time I write… I focus on natural
language. If the copy sounds forced or stiff after including
keyphrases, I scrap it and start over. Read your copy out
loud. If it sounds stupid or redundant to you, it will sound
stupid and redundant to your site visitor. Don’t compromise
the flow of natural language for the sake of search engines.
What good will number one rankings do if - as soon as visitors
get to your home page - they click away because the copy is
so awful? All the number one spots in the world won’t
pay your grocery bill. You ultimately have to have sales and
that means winning over your human visitors.
4) If possible, I try to include keyphrase(s) in bold, italic,
bulleted lists, or in other text that is specially formatted.
If it doesn’t make sense, if it looks funny or sounds
odd, I don’t include them.
So that’s it. Are those feelings you had when you learned
there wasn’t a Santa Claus or Easter Bunny coming back?
Sorry. I truly am. But it’s for your own good. If you’re
going to be an effective search engine copywriter, you have
to learn the truth. Relying on myths will only hold you back.
Now pick yourself up, dust yourself off, and get moving on
that next number-one-ranking page.
Know how to write copy, but need help with effective keyword
use? Karon offers 11 clever ways to include keywords in your
SEO copy without destroying the flow. Learn to write
more natural-sounding copy today at [INSERT YOUR AFFILIATE
LINK HERE].
Keyword Research Tools
Our preferred keyword research tool is the new & improved
Wordtracker.
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