As we know, online readers tend to initially skim text rather than read every word so sub-headings and emphasis draw them to key areas or important content.

And, guess what, it’s effective when deploying search engine optimisation, too. The search engines assume more importance is being placed on phrases in bold and within headings (which a web developer will appropriately tag e.g. < H3> Search Engine Optimisation Heading here < /H3> ) and phrases used in this way will help boost positioning if they match users’ searches.

Another way to make effective use of your targeted search phrases during search engine optimisation - while also assisting (those skimming) readers - is to include them within bullet lists. For example:

MediaCo’s online marketing services include:

• Search Engine Marketing;
• Search Engine Optimisation;
• Email Marketing;
• Strategic Link Building;
• Website copywriting; and
• Viral [buzz] marketing.

But, beware, when conducting search engine optimisation, do not try to stuff every possible search phrase into one piece of copy or a single page. The shotgun approach to search engine optimisation just does not work.

From a search engine perspective, this would simply dilute the weight of the individual phrases and it’s most likely to appear clumsy to your readers.

Rather, during search engine optimisation, organise your content logically with, ideally, each page being focused on a single topic and split material into separate pages or sections.

This will assist your readers and allow the correct emphasis to be placed on targeted phrases – best practice is three to five targeted phrases per page.

Also, don’t be tempted to be over repetitive during search engine optimisation simply in an attempt to shovel your key phrases into short or early copy.

For example, I doubt if you would be comfortable reading or writing this:

Writing and Editing Online is about effective writing and editing for online. This guide on editing and writing online is an essential resource for anyone wishing to improve their writing and editing online. Writing and editing online – the guide.

Google-eyed? Unfortunately, this misguided ‘shuffle the words’ approach to search engine optimisation is adopted by some who have no respect for written words or the people likely to read them.

A craftsperson will achieve better results by weaving the words much more effectively as part of the search engine optimisation process.

In the next Search Engine Optimisation post, we’ll cover Title and Meta Tags  …

Just to get started, we’re going to kick off this blog with an introduction to Search Engine Optimisation (modified from the book “Content is King – Writing and Editing Online”, authored by MediaCo’s David Mill).

There is much talk about search engine algorithms (the closely-guarded “recipes” that search engines use to decide how to rank the results of a given search).

However, the CRITICAL element is not PR(A) = (1-d) + d (PR(T1)/C(T1) + … + PR(Tn)/C(Tn)) …

… it’s the written word – yahoo, say all of us!

Yes, folks, it’s our writing that makes the difference from a search engine optimisation perspective. And, although a specialist search engine optimiser will add to and modify our works, we can minimise these adjustments while, at the same time, actually making our copy better for readers.

This series of posts will take you through the key rules that apply to the main search engines and search engine optimisation.

Search Engine Optimisation – body text

Search engines just love the words we weave within the body text of web pages and nothing has a stronger influence on positioning.

From a search engine optimisation perspective, an ideal target is some 300-500 words per page and keyword phrases (those word combinations most likely to be used by people searching for the kind of information you are publishing) used consistently throughout your body text will boost rankings.

And it’s the initial material (the lead statement - the first two-to-three paragraphs and especially the first 150-250 characters) which is most important.

Of course, if those relevant phrases are important for search engine optimisation, they must be important for readers, too. So where else should they be than near the beginning?

In addition, as with good content practice in general, when possible the targeted key phrases should appear at the start or near the start of paragraphs.

< SEARCH ENGINE OPTIMISATION TIP >

Target phrases, not single words

Please note, your search engine optimisation emphasis should be placed on phrases, not single words.

For example, if you searched on Google for ‘marketing’, you would be presented with millions of results covering a wide range of marketing-related information sources. But if you were really looking for ‘internet marketing’, you would be presented with less sites and ones more likely to be relevant to you.

And you might refine further with ‘uk internet marketing’.

That’s what all searchers do and what we should bear in mind when conducting search engine optimisation.

< / SEARCH ENGINE OPTIMISATION TIP >

And, on many fronts, good practice for search engine optimisation is good practice for readers, too. For example, how often have you seen links like:

• Click here for information about MediaCo’s services.

Hello, what kind of services?

Better would be something like:

• Search Engine Optimisation services provided by MediaCo – useful information.

And, yes, when it comes to links, many search engines consider the text in and around hyperlinks to be more important which is why I’ve presented the key words in the above sentence as the hyperlink.

In the next Search Engine Optimisation post, we’ll cover Sub-Headings and Emphasis …