How to Create Optimized Copy
For Your Website
Donald Nelson, copyright 2004
owner would like to have a top 10 or top 20 place in search
engines. But very few website owners have ever asked
themselves whether their site “deserves” to be in the top 20.
If your site provides useful information, more quality content
than the other competitors, then it “deserves” a top spot.
However, if your site is thin on content then all the tricks
in the world will not produce a top 20 listing. Here is a
guide to creating the optimized copy that could boost your
website’s ranking in the search engines.
1. Work backwards – When you are writing optimized copy
for your website you have to start at the end! Do some
research and find the most likely keywords and keyword phrases
that Internet surfers would use to find a website such as
yours. You probably already have an idea, but you can use the
Overture Search Term Suggestion Tool or Wordtracker to find
variations and combinations that you never thought of. Compile
your keyword list and then get ready for the next step.
2. Write articles based on these keywords – Choose two
keywords or keyword phrases for each article. Write a “how to”
or instructive article based on these keywords. The article
does not have to be a hard sell of your product, but rather
should be written in the spirit of informing your audience.
Write an outline of your article and then flesh it out with
simple, easy to understand text. (for hints on writing see
3. Place your keywords strategically in the document –
Before you start to wonder what is the magic formula of
keyword placement, remember to be natural. Listen to a good
public speaker and what do you hear? In the beginning the
speaker announces what she is going to say, the she goes on to
talk about the point reminding the listener what she has done.
At the end of the speech she summarizes, again mentioning her
main point. Write your article in this way and your main
keyword will automatically be well distributed throughout your
document. That is, place your keyword in the opening
paragraph, repeat it again in the middle of the document as
you deal with your main subject and again repeat it in your
4. Optimize your page for better search engine placement
– If you have done step three properly your article is already
well focused, and optimized, however there are still a few
things to look out for. Place your keywords in the title tag
and the description tag (located in the head portion of the
document) of your html page. Your first headline should also
include the main keyword, and if possible use an H1 tag. If
your article is based on two keyword phrases, make a second
sub headline further down the page mentioning the second
keyword, and use an H2 tag if possible. If the H1 and H2 tags
produce headlines that don’t look good, then modify the style
sheet of your document to produce a headline with a smaller
Use your main keywords in a text link, linking to another page
on your website that has similar content. Finally, give your
page a file name that uses your main keyword.
If you follow these steps you can easily create optimized copy
for your website. By providing your web visitors with a large
amount of solid content and well-organized information your
site will truly deserve a top search engine placement.
Nelson is a web developer, editor and social worker. He has
been working on the Internet since 1995, and is currently the
director of A1-Optimization (http://www.a1-optimization.com),
a firm providing low cost search engine optimization,
submission and web promotion services.
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