~~~Writing for the Search Engines~~~
From: Jamie
Hi Heather,
I love your newsletter and really appreciate your advice. Here's my
question: is it appropriate for the headline on my website to be an
image, or does it need to be text?
Jamie Kiley
~~~Heather's Response~~~
Hey, Jamie!
Good question!
Your best bet is to create a keyphrase-rich text headline. Although
the graphic image would look cool, the search engines can't read 'em.
So, even if you develop the best keyphrase-rich headline in the world,
your efforts will fail when it's hidden inside a graphic.
Your question does bring up another interesting question, though. That
is, does the headline *no matter what* HAVE to be text? Honestly, no.
It all depends on how dedicated you are to maximizing your search
engine success.
Over the last year, I've outlined a number of tips for creating highly
effective SEO copy. Some of the methods I've suggested are:
1. Include keyphrases in all headlines and subheadlines.
2. Include keyphrases in all call-to-action links.
3. Create around 250 words of strong, keyphrase-rich copy.
4. Forget about any text graphics, and stick to HTML text.
These methods DO work - and it's how I create every keyphrase-rich
page I write. In fact, when I'm strategizing copy for our clients,
I'm always searching for *new* ways to push the envelope a little
further. I figure that everything I can do to make the search engine
spiders (and prospects) happy is a good thing - and I use every legal
and non-spam trick in the SEO writing book to make it happen.
Then again, there are some clients who don't need/want call-to-action
links because their users follow a very specific click pattern. Or
they love their graphic headline, and don't want to change it. Your
SEO campaign isn't doomed if you don't use every tried-and-true
technique. It just means that you're not doing *everything* you can -
and your rankings may suffer the consequences.
What can the consequences be? Well, for one thing, the resulting copy
could be ineffective for the search engines - and won't do squat for
your rankings. This is a big fear if the client insists on copy that
is too short, or the text is hidden within a graphic. There will
*always* be a trade-off - and you (or your client) need to decide if
that trade-off is worth it.
In my opinion (and I have lots of 'em, believe me ) you may as well
use *every* reliable technique you have to increase your rankings.
When you start getting involved in a trade-off like, "My company
doesn't like text, so I think I'll only include 100 words on my home
page," you could be putting forth a lot of effort for bad results.
And there's always the chance that whatever you don't do to maximize
your success - your competitors will. Why give them that edge?
Thanks for your question! Keep those online writing and SEO comments
and questions coming!
Heather
~~~Jill's unsolicited 2 cents~~~
Heather's not saying you shouldn't use any images at all on your site.
Just don't think that an image Alt tag will have the same effect as a
good text headline that uses a header tag. Not every
engine reads Alt tags, but they ALL read text (and give it tons of
weight!). By all means, keep your logos and other images on your
site, just don't use them as a substitute for *real* keyphrase-rich
text!
Jill
~~~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!
