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 …
