One of the things you should be doing on a fairly regular basis for your web site is running a quick check on your keyword phrases so you can make tweaks to your copy. Just because a word or phrase was popular when you first optimized your site doesn't mean it is now and regular keyword research can help you spot "holes" in the search results that you can fill by creating new content.

It's important to run at least some basic keyword research updates every now and then so you can lay out plans for new content and make edits to old content. While you're at it though, it's also a good idea to review your content for your sales message.

Sometimes we get so comfortable with the way we do things, or the messages we send that we lose sight of how we're coming across.

Drew points out what a subtle tweak can do to your message in a great post over at Small Business Branding.

He writes about how each and every time he stops by his dry cleaners, the ask him if he's "just dropping off." He isn't, and always has to tell them he needs to pick items up as well. When he says this, the employees at the dry cleaners never fail to give off an air of frustration.

Drew says:

...the message they transmit is "it's kind of a pain to have to get your stuff for you. I wish you were just dropping off."

I never leave feeling as though they appreciate my business. I leave feeling bad that I inconvenienced them.

Imagine how different it would feel if they approached the counter with a "do you have an order to pick up too?"

Tiny tweak. Major difference.

So the next time you run a round of keyword research and head back to your web site to tweak some copy, why not take a few moments to read it for message too. As you coming across in the manner you'd like? Is your copy open and inviting?

Is your copy leaving visitors with the tone and information you both need and want them to have?

If not, it might be time to do a little rewriting.

October 6, 2008

Jennifer Laycock is the Editor of Search Engine Guide, the Social Media Faculty Chair for MarketMotive and offers small business social media strategy & consulting. Jennifer enjoys the challenge of finding unique and creative ways to connect with consumers without spending a fortune in marketing dollars. Though she now prefers to work with small businesses, Jennifer’s clients have included companies like Verizon, American Greetings and Highlights for Children.



This is absolutely correct : optimizing your website for search engines is a constant task not only because of the need to add more keyword phrases but also because your competitors might also find a niche that you didn't explored that much. So also a constant look out on what the competition is doing would be very important.

Thank you.

A very usful article and a good reminder that the message counts.

Putting a positive aspect to your message helps give visitors a feeling that they are appreciated and even being helped.

Thanks a lot jennifer. I have bookmarked this. It really helps for new comers like me.. thanks again :)


Important point's not always what you say but how you say it. In Jennifer's article she gave the example of a negative situation (the exasperation of the employees at the dry cleaners). With web copy (and of course any written and spoken communication), you really want to make the reader feel comfortable and welcome. Be aware of the tone and style you use. You might lure readers to your site with good keywords, then run them off with your approach.

Great article!

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Search Engine Guide > Jennifer Laycock > Tweaking Your Copy for SEO Purposes? Tweak it for Message too!