The Wrap Up: Integrating Customer and Search Engine Needs

You've thought long and hard, you've dug deep. You've even asked your site visitors what they want. In the process you've generated the raw materials you need to write your site copy. Here's how to use this information to please both site visitors and search engines:

A. Write for your audience. The people you need to reach. If you are writing sales copy, we recommend the template outlined here: http://www.copywriting.net/webwriting.html

B. Use the excellent GoTo keyword suggestion tool here: http://inventory.goto.com/d/searchinventory/suggestion/. You are researching which words people actually use when they look through a search engine to find what you offer.

C. Take the No. 1 word you find on GoTo. Wherever it makes sense (and without becoming obnoxious), substitute this keyword for similar words and phrasing within your site writing. Ideally you should try to achieve a 3 to 7 percent ratio of your keyword to the other words on your page. To measure your keyword density, visit Keywordensity.com. While you're at it, use this tool to check out your competitors under this keyword. Observe where and how they've used this keyword in their visible text and source code.

D. Re-optimize your pages around this single keyword, then hand-register these newly written pages with the major search engines.

This is the human approach to site optimization. It's not scientific but it's fast, and can free up your time to move onto the other aspects of your Web business.

Article by Scott T. Smith of Copywriting.Net. Generate more sales with your Web site copy. For a free writing consultation visit http://www.copywriting.net or call 1.800.798.4471. For a free consultation on a linkage campaign for your site, visit http://www.linkagexpress.com