Optimized Copy Still Not Ranking Well

From: Pete Kever

Hi Jill,

Love the newsletter. Nothing like good, common sense, truthful stuff in this sometimes noisy and confusing marketplace! I have enjoyed learning from you.

Here's my question:

Knowing that good content is the best way for a search engine to effectively index a website, my question would be...where do you go after you have "filled up" your website for a particular term?

For example, I have effectively optimized each relevant page on a client's website for a specific term, let's say "computer desks." Of course, only the pages that are relevant to computer desks are optimized for that term.

But the client is still not ranking high enough for computer desks. My intent is to add more pages that relate to that topic. I suppose I could also further flesh out more existing pages for that term, but after a while I begin to repeat myself! What's more, how can one pontificate on "computer desks" for very long without borrrrrring the end user, or even getting myself blacklisted somehow?

As I am sure this topic has come up before, I am quite positive you will have some advice for me.

And I thank you for your time and consideration!

Sincerely,

Pete Kever

 

~~~Jill's Response~~

Hi Pete,

This question actually fits nicely with today's first question, and is a problem that I have to deal with a lot on the sites I optimize.

There are two parts to the equation. The first depends on whether your pages are truly optimized as best as they can be for the given keyword phrase. I've rarely seen a page (except for those that I optimize!) that has all its on-the-page bases covered. Make sure you haven't missed any opportunities to work your keyword phrase into the copy or tags, where it makes sense to do so. If you've eked out every available keyword spot within the copy, the next step is to see if you might be able to place your keyword phrase into the internal links that point to the optimized page.

In other words, is the phrase "computer desk" being used in most of the navigational links on your site that point to the page about computer desks? Or do they say "click here" or "more information" or something like that? A simple change in the hyperlink words can sometimes be the tactic you need to push your site up in the SERPs for your keyword phrase.

The second part of the equation is the addition of as many high-quality outside links that also utilize your keyword phrase. Requesting links can help, but these days links are at a premium; many site owners are reluctant to give them away to just anyone. I don't blame them, either. Personally, I trash every link request I receive because they're all sent through automated programs. If the people (or programs) sending these think they're fooling anyone into believing they've actually visited your site and they really like it, etc., then they must be dopes. (Or if you actually believe those emails, then you must be a dope!)

The best way to get *real* links -- the ones that really and truly mean something to you in terms of traffic they will bring and improved link popularity -- is to create a site that is worth linking to. It's not easy, nor is it something that can be done overnight. It may even take a full year or more to begin to see results. You may even need someone working on your site full-time who will be in charge of adding content on a regular basis.

The bottom line is that people link to sites that provide great information and that seem to be an authority in their field. To become an authority, you need to prove that you know what you're talking about. One way to do this is by writing articles and adding them to your site. Another way is to request permission to reprint other people's articles on your site. Or how about starting a weekly or monthly newsletter, and then posting each one in an archived area of your site?

If you look at many of the top-ranked pages in Google, you will see that they are generally informational sites. Again, nobody said this would be easy. You have to be willing to invest the time and/or money it will take to do it right. Google has set the bar pretty high. Give them what they want and you will find that over time, others in your industry will link to your site (yes, even your competitors!). This, in turn, will increase your PageRank and your rankings in the SERPs.

This method works best if your on-the-page optimization is already in tip-top shape. However, it can even work without tons of keyword-rich copy on your site. This is why you'll often see sites with home pages that are nearly all graphics ranking highly for competitive keyword phrases. Personally, I find it's easier when you have your on-the-page stuff down pat.

(shameless plug) That's why I wrote my new report, as this is exactly what it was designed to teach you to do. If you're not sure whether you're maximizing your keyword phrases within your current copy, I strongly suggest you purchase "The Nitty-gritty of Writing for the Search Engines." (end shameless plug)

Good luck!

Jill

June 9, 2003