Wrestling with SEO

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Filed under: Canright Writers' Blog

Wrestling with SEO

To achieve better “organic” search results (that is, search results you’re not paying for, unlike Google AdWords), Web gurus advise copywriters to hit and repeat—and repeat—keywords that resonate with your business and your customers.Makes sense, right? Of course it does. But if your keyword is something like “fair trade coffee,” you’ll likely want to limit the number of times you mention the keyword. No one responds to writing like “Our fair trade coffee is the most robust, aromatic fair trade coffee available in the fair trade coffee market at a fraction of the cost of our overrated fair trade coffee competitors!” If you opt to write without so much keyword density (and prose that’s not pat), your readers are more likely to respond. Unfortunately, your Web site or landing page may rank lower in search engine results than competitors who use fair trade coffee in their copy more often. To remedy the keyword-density conundrum, especially with landing pages, include important keywords in places beyond the main copy. Think about all the places you could put them: the page title, the URL, the header, the footer, the meta tags. The list goes on.Like most writing, discretion is imperative. When done right, your fair trade coffee Web site or landing page will raise the search-results ranks and still entice prospects.-Jesse