SEO Tutorial:
1. Keyword Research 2. Web Site Copywriting 3. Tag Optimization 4. Site Layout 5. Link Building
Web Site Copywriting > Part 2: Keyword Placement
Keyword Placement
Once you have written your copy, you will probably find that you have naturally placed your keyword phrases at least a few times. If so, it's just a matter of making sure you haven't missed out on key placement!
Check keyword placement -
You can easily check keyword placement by using the Google Toolbar to highlight your phrases. If you haven't already, download the Google toolbar here. (Make sure you click on "advance options" and have the "highlight button" option checked.) Now, type your keyword phrase into the search box, but do not click "search web", instead click on the highlight button. This will highlight each keyword in the phrase, allowing you to easily see the placement of each keyword.
If your whole page is highlighted with one keyword phrase after another, you have over done it! Remember, it's about being natural.
About keyword density -
There are those who will try to convince you that there is a standard keyword density for website optimization. There isn't. To prove it to yourself, do a few searches in Google and Yahoo, you will find that the top ranked sites have varied keyword densities. The optimal number of times a keyword phrase should be used, and the optimal density of keywords in the copy is different from one site to the next and one webpage to the next.
The best way to judge the effectiveness of your own keyword density is to eyeball and read your copy. If it looks or sounds unnatural, like it is stuffed with keywords, it is overly dense. If the copy maintains its focus, has good keyword phrase placement throughout, and looks and reads naturally, it is probably at its optimum keyword density.
Place your keywords naturally -
With the theme of the day being natural copywriting, it follows that keyword placement should flow naturally as well.
The first rule is do not practice keyword stuffing. Stuffing keywords all over the place looks absolutely ridiculous to the audience and the search engines see it as spam. Just don't practice keyword stuffing.
Next, include various forms of each keyword phrase and use other words that are similar.
There are 2 excellent reasons using variant keywords: 1) It makes for more natural copy which is loved by visitors and the search engines and 2) to quote Google from this page: Google now uses stemming technology. Thus, when appropriate, it will search not only for your search terms, but also for words that are similar to some or all of those terms. end quote.
To take it further, don't always use exact keyword phrases. Break up your phrases while maintaining proximate placement of the keywords. Example (keyword phrase is custom red widgets): Instead of writing "We make custom red widgets." with the exact keyword phrase each time, you can optimize more naturally by writing "Our red widgets are custom-made to suit your needs.", and other variations (and hopefully more creative!) of keyword placement.
Having trouble writing your content? Renowned copywriter, Karon Thackston will have you writing compelling copy in no time! In her affordable copywriting books, Karon gives concise step-by-step instruction on writing keyword rich copy that sells to your audience and the search engines. I definitely recommend that you download her Copywriting Course today!
Optimizing Keyword Placement
- Website Copy:
Place your keywords throughout your content. Have someone proofread your copy, if they get tongue tied or trip on your keywords, you have over-optimized. - Main Header (h1 tag) Content:
On the web or off the web, headers are intended to show the organization of the copy to the reader. Please only use one main header per webpage. If you feel you need to use more than one main header to organize the copy, you probably need to divide the copy into more than one page. Placement of multiple main headers is unnatural and looks like spam. - Sub-Header (h2-h3 tags) Content:
Again, use headers properly. For long webpages you will probably need 3 or 4 sub headers. Use as many as necessary, just don't use them unnecessarily. Overuse is unnatural and looks like spam. - First Paragraph Copy:
There are 2 good reasons for the placement of keyword phrases in your opening paragraph:
1) Your audience does not want to read a mystery novel, they want to know upfront what your site is about (your keyword phrases should be relevant enough to tell them that).
2) Like your audience, the search engine spiders would also like to understand the relevance of your webpage upfront. It is speculated that the first 25 words of text are weighted more heavily by the search engines. This is not a proven fact, but it makes sense from a relevancy standpoint. - Emphasized Content:
Italics, bolding, and quotations can be used to emphasize the particular points you are making to your audience. Use natural placement of your keywords in some of your emphasized points. Don't over-do (remember our theme!). If you bold, italicize, or use quotes every single time you use your keywords, it 1) looks dumb to your audience and 2) looks spammy to the search engines. - List Item Content:
A list, such as the one you are now looking at, is a great place for keyword placement. - Text in Links:
Don't use generic words in your links, use keywords (instead of "click here" use "red widgets").
Placement of keywords in your link text helps optimize both the webpage the link is pointing to and the webpage the link is on. Since you will have at least 2 webpages for every keyword phrase, you can easily use keyword rich text links to link those pages together.
Use targeted keywords in the text of every link on your site. This includes your menu, site map and individual pages. - Footer Content:
Find creative ways to place your keyword phrases in the footer. Both plain text and text links can be very effective, though links work best for a static footer.
Web Site Copywriting > Part 2: Keyword Placement
SEO Tutorial:
1. Keyword Research 2. Web Site Copywriting 3. Tag Optimization 4. Site Layout 5. Link Building
Need copywriting or keyword placement help? Download Karon Thackston's Copywriting Course!
No time for writing web site copy? Visit our website designer division for information on our copywriting services. Copy editing is an integral part of our Website Optimization Services.
