The Human Approach To Site Optimization
Most people online today continue to use search engines to find
what they are looking for, as well as follow links from sites
they trust. Let's discuss this 'trust' from the standpoint of
positioning your Web business.
When you have generated traffic to your site, you need to give
people what they are really looking for. In particular, you must
deliver genuine answers and real benefits through your site
This is a big stumbling block for those who use doorway pages to
maximize their search engine positioning - without taking into
account their human visitors.
You know clearly focused keywording throughout your site is
fundamental to successful search engine positioning. So how do
you write the words on your page to accent your site theme for
the search engines, and more importantly, serve your customers?
Go Belly to Belly
The answer is to write for people first, not search engines. The
Web business medium incessantly vies for our attention and
fragments our thoughts. It's exhausting! Doesn't it make sense
to create a Web site that offers shelter from the online storm?
A key marketing thought to consider is that a few hundred
well-satisfied customers can feed you, clothe you, and take care
of you into your ripe old age.
These 'customers for life' will only be yours if you and your
Web site are personal service oriented. It's a powerful way to
separate yourself from your competitors who think automation is
the only answer for Web success.
Here are 10 key questions to help you with this approach. The
answers you generate will inform your Web site writing.
The Wrap Up: Integrating Customer and Search Engine Needs
- For your site visitors: What are the specific
results/benefits you provide the people who buy from you?...
- Your products and services: please list two short key phrases
that describe exactly what you supply...
- What's your single, most marketable, unique, competitive
edge? This is your essential Unique Selling Proposition (USP).
- Describe your product/service in detail...
- List 7 features that jump out at you...
(A feature is a fact about a product or service, such as "wash cold, hang dry", or "made in Morocco". Features demonstrate how things are created, delivered and maintained.)
- List 7 enormous benefits your products/services give your
(A benefit is anything that will make someone's life better,
easier or more productive by using your product or service.)
- Which product/service is your 'best of the best' - your #1
most popular, profitable or marketable offering?...
Your Site Visitor
- Who is your perfect site visitor? Supply as much detail as
you can: demographics (age, gender, employment, etc),
geographics (location, country, city, etc), psychographics
(interests, culture, lifestyle, etc)...
- List 7 unique and interesting facts you really want site
visitors to know about you and the products/services you
- List at least 7 of the most commonly asked questions about
your products/services, as well as the answers you give...
- List at least 7 of the most common misconceptions your site
visitors have about your offerings...
- What are the 3 specific things your target market most wants
to know about or looks for in your product/service?...
You've thought long and hard, you've dug deep. You've even asked
your site visitors what they want! In the process you've
generated the raw materials you need to write your site copy.
Here's how to use this information to please both site visitors
and search engines:
This is the 'human approach' to site optimization. It's not
scientific but it's fast, and can free up your time to move onto
the other aspects of your Web business.
- Write for your audience - the people you need to reach. If
you are writing sales copy, we recommend the template outlined
- Use the excellent Overture keyword suggestion tool here:
http://inventory.overture.com/d/searchinventory/suggestion/ You are
researching which words people actually use when they look
through a search engine to find what you offer.
- Take the #1 word you find on GoTo. Wherever it makes sense
(and without becoming obnoxious), substitute this keyword for
similiar words and phrasing within your site writing. Ideally
you should try to achieve a 3-7% ratio of your keyword to the
other words on your page. To measure your keyword density, visit
Keywordensity.com here: http://www.keyworddensity.com/ While you
are at it, use this tool to check out your competitors under
this keyword. Observe where and how they've used this keyword in
their visible text and source code.
- Re-optimize your pages around this single keyword, then
hand-register these newly written pages with the major search
Article by Scott T. Smith of Copywriting.Net. Generate MORE
sales with your Web site copy and print marketing
communications. For a free writing consultation visit
http://www.copywriting.net or call 1.800.798.4471 (toll-free in the US).
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