Now that we know how to find and select the keywords and phrases that will help get the right people to our website, we need to talk about what to do with all that intel we’ve worked so hard to gather.
There is some disagreement on this topic among seo professionals so take what works, and leave the rest. One of the really great things about the web, is that you can test to see what is and is not working, and adjust accordingly.
You know your business better than anyone else, and as long as you consistently provide value, and communicate that value to your visitors, you will see positive results. Ultimately, the more visitors you make happy, the more they will link back to your website--and that is huge in search. So, be yourself, do your best--and most of all, have fun!
THE SEARCH IS ON
If I am looking for something specific in search--like “red ostrich feathers” for example--and click on a link that leads to your website, where I then find those red ostrich feathers--guess what? You just provided me with value! I’m probably going to buy--and if I’m not quite ready, I’m definitely going to remember that you are who you say you are. That’s a pretty good place to start.
WHAT TO DO WITH ALL THOSE KEYWORDS
You are getting ready to write copy for a page on your website that features red ostrich feathers. You have your main keyword and phrases selected for the page--now what?
Title Tag - the most important place to put your main keyword or phrase on the page. Remember, shoot for 70 characters or less. For our page about red ostrich feathers we might have a title that looks something like:
Red Ostrich Feathers for Dressmakers, Crafters, and Costume Designers
Meta Description Tag - displayed by most search engines as the text beneath the link to your website on the search engine results page. If a word used for search is in the description, it is will show up in bold text on this page. If it stinks, you probably won’t get a click through to your website. An example of an effective meta description for our page might go something like:
Save on high quality red ostrich feathers in a wide range of sizes and colors for all of your costume, crafting, and design projects.
Meta Heading Tags - use your main keyword/phrase in your heading tag. Something simple and descriptive like this would work well for our page:
Premium Red Ostrich Feathers for Your Next Project
Link Text - if you have links to articles or other information on your website, you can link to them using your keyword/phrase in the anchor text, but, you want to remember that you want this page optimized for that particular keyword/phrase. Why water down its relevance by pointing to another page thereby making that page compete with the page you are currently optimizing?
Links can add value for your visitor, and definitely do add value to the page to which you are linking, so think about that in terms of linking to the other page and for what keyword/phrase that page is optimized--that should be the anchor text you use.
You can place links to information and resources pertaining ostrich feathers outside your website--but ask yourself if the value is worth sending your visitor off your website. If you think it is, ask that website owner to link back to your page--using the keyword/phrase for which you have optimized it--there is a lot of value in having outside links back to your page that contain your keyword/phrase for which the page is optimized.
Here is an example of how you might link to a page on your own website:
Read all about Exotic Ostrich Feathers in our latest blog post!
Website Copy - this is the meat and potatoes of your page, so make it yummy. At the same time, not too filling because people scan web pages for the information they want. Unless they are hunkered down to read an article on your blog or newspaper website, give them clear concise bits of information and crystal clear calls-to-action.
If you have a reason to write a 300-500 word article about red ostrich feathers, by all means include it on this page--but for most of us, that is not reality.
You should, however, be able to write a good description of your product or service, and explain what benefits will be theirs if your visitor should choose to make a purchase using your keyword/phrase fairly easily. So for us, the copy might go something like this:
Our premium red ostrich feathers are carefully hand selected, and blemish free. Select from a vast array of shapes and sizes to fit your unique project needs. Buy red ostrich feathers (or choose another color) in bulk and receive free shipping and handling. All of our feathers come with a 100% satisfaction or our money back guarantee.
Don't forget to visit our gallery of designer gowns made with ostrich feathers, and check out our latest video featuring our “Go Red” event to see amazing costumes and crafts made with red ostrich feathers.
For ideas on how to use our plumes in your next project, visit our arts and crafts page. Gain more inspiration by reading Joe Smith’s recent article, Ostrich Feather Artistry, in which he highlights works created by regional artisans using red ostrich feathers.
OTHER THINGS TO KEEP IN MIND
Keep your copy focused on how the needs/desires of your visitor can be satisfied:
- Solve their problem
- Inform them
- Inspire them
- Entertain them
Ask your visitor to interact with you Invite them to sign-up for your newsletter:
- Ask them to make a purchase
- Offer them a freebie for their name and email
- Ask them to enter a contest
- Invite them to write a review
- Invite them to share your page with their friends
- Invite them to share pictures of their project
Use bold or italics on keywords/phrases when appropriate.
Include pictures of your product/service and utilize the image alt tag to identify them for search.
Use the keyword/phrase in your inbound link text from other areas of your website or on the web.
The more audience focused your page, the better--for you, for search, and most importantly, for your visitor. Make your content unique, interesting, engaging, and respectful (as brief as possible with a link to more detailed information). Make it easy for them to find what they want. Remember they are looking for bite-sized pieces of information that will satisfy their needs and solve their problems. If you can do that, they will be back!