Everyone’s talking about SEO (search engine optimization)—but does anyone really know how to accomplish it? (The bigwigs at Google and Yahoo know, of course, but they’re not telling.) People go on and on about meta-tags, embedded copy, headlines, incoming links…the list is seemingly endless. However, most web gurus agree that the use of keywords is a critical element in successful SEO.
What is a keyword? It’s one or more words, or phrases, that succinctly sum up your target market, and that browsers type into their search engines. For example, if you specialize in first-time buyers in St. Louis, your keywords might include “first-time buyers in St. Louis” (a no-brainer), “St. Louis homebuyers” and “affordable housing in St. Louis.”
Most SEO experts tell you to use your keywords as often as possible in your web copy. Therein lies a problem—your copy has to tell a story to your site’s visitors quickly and efficiently. (Heed the mantra that you have about 6-10 seconds to capture a browser’s interest on your site.) However, in an effort to insert keywords as often as possible, the result is often clumsy and unappealing. Have you seen web copy that reads like the following? I certainly have.
“If you’re looking for condos in Miami, this is the site for you. Here, you’ll find everything you need to know about condos for sale in Miami. Whether you’re interested in Miami condos on the beach, Miami condos on the golf course or Miami condos in downtown Miami, you’ll find it here. We update our list of Miami condos daily, so if you’re interested in Miami condos, read on!”
OK, we get it. This agent specializes in Miami condos. It’s also an example of “keyword stuffing,” a technique that involves loading the copy with as many uses of the keyword as possible in order to manipulate a site’s position in search engine results. Google has caught on to this trick—if your copy is overstuffed with keywords in non-logical places, the site will actually move down in the rankings. In addition, this copy is not reader-friendly and not likely to induce anyone to click through to any of your other pages. For more information on using keywords properly, Google has online guidance at http://www.google.com/support/webmasters/bin/answer.py?hl=en&answer=35769
If you’re having difficulty choosing keywords, there are some free tools available on the Internet at https://adwords.google.com/select/KeywordToolExternal and http://www.yooter.com/keyword/. Additionally, many web design firms will help you select keywords as part of their service.
By choosing and using your keywords carefully, your web site will be well positioned to attract potential clients who are looking for exactly what you have to offer.
Lois H. Feinstein produces powerful and compelling Web copy, marketing materials, newsletters and brochures for Realtors® and other business professionals. She is Chair of the Real Estate Virtual Assistants (REVA) Copywriting Guild and a member of the International Virtual Assistants Association, and has written for a number of magazines including 5280 and Denver Woman. Her business, I Can Do That!, www.i-cando-that.com, is based in Denver, Colorado.
Excellent advice. It drives me nuts when I go to a blog that looks like this. When it is so obvious that that author has written for SEO, it looks ridiculous.