~~~Writing for the Search Engines~~~
From: Michelle "Misch" Skaletski-Boyd
Dear Jill and Heather,
I'm a new subscriber and want to start out by saying ... great
newsletter. Thanks for the helpful tips and advice.
When spiders come through to check web sites, it is my understanding
they search the home pages for descriptive HTML text. Is it true that
anything under the tail file is not picked up? Can you please tell me
how most people are fitting spider text onto a graphically full home
page without showing the text? Are they making the text white and
shrinking it down to hide it?
Much appreciated!
Michelle "Misch" Skaletski-Boyd
Director of Account Services
http://www.dmInteractive.com
~~~Heather's Response~~~
Hi, Michelle!
Thanks for your question! We're glad you enjoy Rank Write!
Yes, you're right. When those spiders come a-crawlin' they need to
find the tasty tidbits they crave (which is keyphrase-rich text). If
you create strong copy around your keyphrases, and code correctly,
the spiders will leave your site full and happy (which means a better
rank for you). However, if they have to scurry over Flash animation
or all-graphic sites they'll leave hungry, and you'll experience
sub-par rankings.
Visible text on your home page is a good thing to have (really!).
It's not only crucial for the search engines (for more information
read my article "How to Write a Persuasive Home Page the Search Engines Will Love"), but
it's also important to your clients.
"But my clients *like* my fancy home page, you moan." If this sounds
like you, think about it another way. When you visit a new store, do
you want to see spinning disco lights and listen to raucous dance
music? Or, do you want to discover what's in it for you and what
their sales and products are? If you can't find the information you
need immediately, how long would you stay there until you left? Five
seconds? Less?
No matter how cool your graphic-heavy site is, you're still missing
the opportunity to tell your prospects who you are and how you can
benefit them. That's why text is SO important to both the search
engines and your prospects. Just that one key alone will not
only boost your rankings, but will also convert your prospects into
clients.
Of course, I would never, ever hide text from the search engines. If
you're caught spamming a search engine, you could be banned for life.
Why not integrate some target-market friendly home page text and start
a dialogue with your customers? It may be the most profitable thing
you ever did. (For more information about NOT using hidden text, surf
to Rank Write Issue 037.
Thanks for your question! Keep those online writing questions coming!
Heather
~~~Send Us Your Questions~~~
If you have questions about online copywriting or search engine optimization (or both!), just zip us an email to questions@rankwrite.com. We've had some folks ask if their question
was "too basic" to be printed - and you don't have to worry about
that! There are no "stupid" search engine optimization or copywriting
questions, so ask away!
