~~~Search Engine Marketing Copywriting~~~
From: Chuck Bowling
I'm currently trying to come up with some search engine friendly copy
for a new site I want to put up. I believe that the subject matter of
the site could be better served by dividing content into subtopics,
each on it's own page. After reading several of Rankwrite's articles
on copy writing, I'm convinced that trying to place enough keywords in
the main page to rank well with the search engines and at the same
time trying to cover all aspects of the subject, will make the copy
too cumbersome and might lead to lost customers.
What I would like to do is have a home page that introduces each
subtopic with a link to a page that expands on the content. On each
subtopic page I plan to have a link back to the introductory
information, so it's not critical where the reader starts. My
question is; will the site suffer in search engine rankings because of
it's segmented architecture or will each subpage contribute it's
overall ranking with the search engines?
Chuck Bowling
~~~Heather's Response~~~
Great post, Chuck. Thanks! Your strategy is completely sound - and
100% correct.
Ever heard the phrase, "You can't be everything to everybody?" Well,
that's exactly how you should think of your home page. Your home page
should list the tempting details that guide prospects into your inner
pages. Not be a catchall for every product, service and keyword you
have. Let's look at this concept from two different angles - the
search engines and prospects.
Tickling Those Search Engine Spiders
If you want to rank well with the search engines, you have to focus,
focus, focus. This means that it's not okay to list every single
keyphrase you have on your home page and figure that you covered your
bases. You didn't. In fact, you made it harder for the search
engines to index your site well. And here's why...
...For best results, you need to focus on two to three keyphrases and
include them three or more times within your text copy. Just because
the keyphrase is mentioned in the copy once does not mean that your
site will rank high for the phrase. In fact, unless it's a highly
technical term, your site probably won't rank high at all. But
mentioning the keyphrase three-plus times is meaty enough for the
search engines, providing you with the keyphrase relevancy you want.
"Well, what about those other cool keyphrases I found? Do you mean
that I can't use them?" Nope. Just because you should only focus on
two to three keyphrases on your home page does NOT mean that you're
out of optimization luck. Simply choose two to three keyphrases for
each important inner page, and write your copy around them. For
instance, let's say that you sell widgets, and you have many widget
subcategories, including:
Sticky widgets
Cat widgets
Dog widgets
Children's widgets
Discount widgets
Your home page (as you mentioned, Chuck) would provide a general
overview of your widget business. You would mention the benefits of
working with your company - "We stock every widget ever made at the
lowest prices," what your company does, and how you can help the
customer right now - "Visit our children's widgets catalogue for more
information."
From there, you would link from the home page to the appropriate
product page. Then, you could include the most appropriate keyphrase
on each inner page (for instance, "discount widgets" and "dog
widgets," on the dog widgets product page). That way, the prospects
get a quick benefit widget scan from your home page - and they can
link to a more specific product page for more information. Perfect!
I used an example of this technique on a dental site. See how all the individual
services mentioned on the home page link to individual service pages?
That's what you want to do.
Keep Your Prospects Sane - and Your Profits High
Imagine this scary scenario. You find what you hope is the perfect Web
site - until you view the copy. Suddenly, you realize that the home
page lists every single product and service they provide. You find
yourself faced with a super-scrolling site where every detail is
listed - but the layout is too overwhelming to find the information
you need. You don't want to do that to your prospects.
Outside of not helping you with the search engines, including every
bit of product or service information *on the same page* will not make
prospects feel warm and fuzzy. Visually, a long home page with minute
detail will overwhelm readers before they relax into the copy. Not to
mention, they won't be able to find the information they need quickly.
The result? They'll surf away before they view a word...and you lose
a possible sale. Bad news.
Yes, by all means divide up your copy into individual theme pages.
And certainly link to those inner pages from your home page. Besides,
every time you optimize a page for different keyphrases, you're giving
your prospects another way to find your site. Why not give your site
every advantage you can?
I did want to address your statement about linking back to the home
page so the prospects can view the introductory information. Once your
prospects drill into your inner pages, you want to determine what the
next sales step should be and link to that. It could be contacting you
for more information. Or, you could want prospects to "order now."
Either way, planning your linking strategy (and your conversion goals)
will help gently lead your prospects to your next
sales step.
Thanks for your post! Keep those SEO writing questions coming!
Heather
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