~~~Writing for the Search Engines~~~
From: Ken Black
Hi Jill and Heather,
I am a new subscriber. I was just reading your article about keyword
phrases and Home pages. Thank you for providing this excellent
service. I would like to ask you a question.
The purpose of the site is to provide golf information about improving
your game, equipment reviews, custom clubmaking and vacation
get-aways. I had a professional copywriter come up with my Home page
sales letter, along with input from me. I just recently switched this
page from a products page to the Home page as a result of someone
else's advice.
I haven't registered with any search engines yet, because I just
recently read that a home page should be only from 200 to 600 words in
length. My Home page has some 2,400 words in it and way too much
keyword repetition (e.g. the word Golf). Funny, I didn't notice this
when I read it over, but, I know this now.
Do you think I should reduce the size of this sales page to be within
600 words ? Even if this sales page is another page, and not the home
page, should I reduce it's size and the number of times keywords
appear.
Thank you.
Ken Black
http://www.golfrevelations.com
~~~Heather's Response~~~
Hey, Ken!
Welcome to Rank Write! We're happy to have you on board!
For a long time, people believed that any home page word count over
150 words was "too long." It goes back to that common misconception
that people don't really *read* Web copy - prospects just want to see
pretty pictures without meaningless words messing up everything.
That assumption is way wrong.
In fact, longer copy CAN work, if it's structured properly. If your
message is persuasive, the layout is good, and the text is snappy,
people *will* read longer copy and still buy from you. In fact,
the best length for the search engines is around 250 words (or more!).
For more information on this, check out Nick Usborne's article, "Who Says Longer Copy Doesn't Work Online?" on ClickZ.
Now, will a 2,400-word home page work? In this case, no. Remember,
it's DIFFICULT to read off a monitor, and your prospects will freak at
that word count and not read a darn thing. In fact, that was my
reaction when I checked out your home page. There may have been
lots of information, but it looked too time consuming and difficult to
read. Part of that is the font change (small fonts are REALLY hard for
me to read). But another part is that you provide *so much* information
on your home page, I couldn't find the information I needed without
scrolling and scanning.
Remember, your home page is your *introductory* page. That's where
you provide a general overview of who you are, what you offer and how
you can help your prospects. Your inner pages (linked from the home
page) should be used for more specific information. If your site's
purpose is, "providing golf information, equipment reviews, etc.,"
mention that in your copy. Since the book was the sole home page
focus, I assumed that was everything your site offered.
I would highly consider shortening your home page word count and
creating new pages. That way, you still make a strong pitch on your
home page. And, by including links for more information, you tempt
prospects to drill deeper into your site.
I do have one crucial caveat. You mentioned you were focusing on the
keyword "golf." I'm afraid that the keyword "golf" won't help you
much. It's much too general, and one-word keywords are too
competitive. I would do some keyphrase research around terms like,
"improving golf game" or "how to play golf." Those would be more
specific to what you offer and provide you with more targeted results.
In fact, if you offer things like "golf equipment reviews," that's an
important keyphrase as well.
The Rank Write site has a gazillion "writing for keyphrases" and "how
to research keyphrases" tips (OK, maybe not a gazillion - but we do
have bunches of info!). Just check out our site, and search for "keyphrases." I guarantee you'll find scads of useful information!
Thanks and good luck! Keep those online writing and SEO writing
questions a-comin'!
Heather
~~~Send Us Your Questions~~~
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