Climb to the Top of Search Engine Charts
Want to know the secret to stellar search engine rankings for your catalog? It’s not technical tweaks or coding tricks. Page-one search engine rankings on spidering search engines such as Google and Inktomi mostly hinge on one thing: your Web site copy.
Search engine optimization (SEO) writing entails expertly weaving keyphrases (e.g., cashmere sweaters, men’s digital watches) throughout your online marketing text. Proper keyphrase research and positioning will reward you with top-tier rankings and online branding. But if you starve the search engine and ignore your keyphrases, your site rankings may slump.
Brand Your Business, Beat Your Competition
If you’ve ever believed that your company’s offline branding automatically translates into top search engine placement, think again.
“The Web levels the playing field for smaller players to compete against the big sites. The ‘moats’ aren’t anywhere near as wide online,” says Chris Sherman, co-author of the book “The Invisible Web,” and associate editor of SearchEngineWatch.com, a site dedicated to SEO news and resources.
Anthony Muller, creator of the original MarketingSherpa.com book “Buyer’s Guide to Search Engine Optimization Firms,” and president of ZenHits.com, agrees: “Once [companies] work on their copy with an expert, they’re virtually unbeatable.”
With a little research and rewriting, iron-clad search-engine placement can be yours. These five SEO writing steps will get you started:
1. Brainstorm your company’s main keyphrases. Your first mission is to outline different phrases you think people use to search for your products. Remember, there are no stupid phrases or wrong answers. Sometimes the most creative thought translates into a fantastic traffic-driving term. Hint: To start, review your site search log files for an instant initial keyphrase list on which you can expand.
2. Research your keyphrase choices. A little research now saves irritation later (imagine learning that no one searches on your desired keyphrases after you’ve optimized for them).