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Optimization Copywriting for Theme Indexing Search Engines
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It's safe to say that the 'pay-per-inclusion' model is rapidly
catching on with today's search engines and directories as they
are forced to become profitable in a hurry. But there's also
another trend that's come to the fore.
'Theme indexing' is a process used by search engines to
determine an entire site's primary theme. In other words, your
complete set of Web pages is indexed as one, and defined as one.
This is why sites with multiple product lines and subject
content often get poor rankings today. To learn how to combat
this, let's first look at the theme indexing process from the
search engine's point of view.
According to Search Engine World, the theme indexing search
engine follows this basic 5-step progression as it 'weighs' what
a particular site is about:
- Page Titles
- Meta Tags
- Page Headings
- Page Content
- Links
This is a general overview of the approach - each search engine
is unique, and no'one has the ultimate read on every search
site. But to date this has proven to be true of Altavista,
Google, Excite, Lycos and Webcrawler.
All of these belong on the 'Who's Who' list of major search
sites today. If it's important that your Web business be found
among them, today you must write your site with theme indexing
in mind. Here's how:
The concept itself is simple. Focus your entire site like a
laser beam on a single, potent theme.
The process is ruthless. Get rid of the deadwood. Set up
additional sites as needed for each individual product and
service 'family'.
In the same way that you must now invest to get indexed on
Yahoo, LookSmart, Inktomi and other top directories, you need to
invest in separating your activities by theme into multiple Web
sites. Kick out unrelated content, links and affiliate programs
that don't relate to your market niche. Build new sites as
needed, with each focusing on its own unique selling
proposition. This is the first step to take in the optimization
copywriting process.
Having done this, here's how to write each site to get the best
possible positioning on theme indexing search engines.
Focus Your Keyphrase
Determine what keyphrase your entire site is about - a keyphrase
people use often on the search engines. To pick heavily
searched, popular keyphrases, try WordTracker:
http://www.wordtracker.com/.
Write Your Copy
Throughout your site play variations on your keyphrase theme.
Every element counts: page titles, meta tags, page headings,
page content, links.
Remember to write for people first. Search engines are robotic,
but people always want to know what's in your site for them.
Tell them what qualifies you to help, and what you have to
offer. Balance using your keyphrase with the benefits you
deliver.
Once you've written your copy, search your text for generic
phrases like 'our product' and substitute your keyphrase. Use
long copy where you can. Not only does it outsell shorter copy -
it also makes it easier for you to write keyword-rich text.
Format Your Text
Use keyphrase bullets. They break up text copy and serve you as
mini-headlines with an entirely different look and feel.
Use multiple headlines to create immediate context when a
visitor explores your site. Make these headlines specific by
using your keyphrase. Tag headlines in your source code - <H1>,
<H2> or <H3> - to highlight your theme.
Write your links as mini-headlines. Often people scan pages by
jumping from one link to another. Linkwords look very much like
headlines, or highlighted words, and should deliver your primary
message and keyphrase.
Measure and Test
Conventional wisdom tells us that the ideal keyword density is
somewhere between 3-7%. To check this before you submit, try the
free Keyword Density Analyzer: http://www.keyworddensity.com/.
For a more accurate read on individual search engines, do a
search under your keyphrase, then take the top 3 returns, enter
their URLs and try to match their percentages before you submit.
Track your placement and adjust accordingly.
This is the initial approach to optimization copywriting for theme
indexing search engines. Keep it simple: start here.
Article by Scott T. Smith of Copywriting.Net. Generate MORE
sales with your Web site copy. For a free consultation visit
http://www.copywriting.net or call 1.800.798.4471 (toll-free in
the US).
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