Robust and interactive, today’s web is a far cry from its humble beginnings. But no matter how you dress it up, or how many different platforms are developed to deliver it, the end goal of the world wide web is the same as it ever was: deliver information. And with the seemingly endless amount of websites available, users (read: potential customers) turn to search engines to seek out and narrow down which sites to visit and re-visit.
So how do you get your site nestled comfortably among the top results with the web’s most popular search engines? There are several different aspects of Search Engine Optimization (SEO) that play a role, but none is as important as Content. That’s right—the very thing the web was built upon still remains the best way to get users to your page. Structure your site’s information properly, and you can climb to the top of the results.
Perhaps the most well-known SEO term, keywords are a critical component of well-written copy for the web. The trick is to use them properly.
- Research, research, research. Don’t be afraid to visit your competitor’s site(s) and research the keywords they are using. If you are offering the same content, it’s critical you share similar keywords if you want to be competitive.
- Think like your readers. When choosing keywords for your site, think about how your target users would search for the information you are providing. Zero in on these keywords and be sure to include them within your content.
- Be natural. Many copywriters will tell you that, thanks to the hyper focus on keyword placement, writing for the web is often, well, mundane. Remember that it’s easy to get carried away. Keywords should appear naturally within your content. Sentences chock full of keywords are pointless if the content itself drives users away from your site within the first line or two.
- Speaking of copywriters, hire a good one if you can afford it. Not only can they help you achieve the natural look, but good copy keeps your readers interested and, hopefully, coming back for more.
Blog About It
Unfortunately, it’s not enough to just write good content with well-placed keywords. To really climb to the top of the results page, your content should be relevant and consistently updated. If you find that your site’s core content will not change much once it’s up and running, the best way to keep the search engine bots (and users, for that matter) interested is by keeping a blog. Yes, that’s right: a blog. Much like Jello, there’s always room for blogs. Keep the topics relevant to your site’s focus, and update it on the regular. The added bonus: blogs offer the opportunity to draw your user in and allow them to become a part of the site’s content through the comment section. Don’t overlook the value of content created by users within the comments. As far as the bots are concerned, that content is fair game and can help you in your quest for search engine glory.