Wordtracker 7-Day Video Tutorials
Day 4: How to Optimize Your Web Content
This tutorial is also available for download (right-click and save) using a suitable swf player.
Video notes
For search engine success you need to optimize individual pages for target keywords.
Concentrate on these main areas: the title tag, main headlines, sub-headlines, sub-headings, the body copy, internal links and links to other pages.
Each page should have a primary target keyword e.g. 'chocolate cakes' and at least one secondary keyword (but ideally two) which jibe with the nature of our business e.g. 'gourmet
chocolate cakes' and 'christmas chocolate cake'.
Add both primary and secondary keywords to your title e.g. 'Gourmet Chocolate Cakes & Christmas Chocolate Cake'.
Headings need both meaning and targeted keywords. The headings 'Company Profile' and 'Some Specials' add no value to your customers or the engines. Instead, convert them to something like 'Gourmet Chocolate Cake So Good You Won't Want To Give It Away' and 'Christmas
Chocolate Cake Specials' which gives contextual meaning and optimizes for the search engines at the same time.
Make your copy and headlines natural, with users and marketing in mind first before search engine optimization.
Next tackle the body text. Don't stuff keywords into the text. Besides making your copy more difficult to read but your rankings could actually go down. A small number of subtle changes will help your rankings and
make your body copy focus on doing one thing well. Instead of 'find out more about his latest masterpiece here' we use 'His creative genius means that you can be sure of the best Chocolate Christmas Cakes in
town'.
Finally onto the links. Search engines reward links containing keywords more than 'click here', 'read more' and 'order now'. Instead of 'Special #1' we use 'Chocolate Orange Cake'.
Optimizing your pages to be keyword rich is a critical step in increasing your search engine rankings.
The beauty of this technique is that you can optimize each of your pages for a different keyword to rank in many key terms.
You should also use your target keywords when getting other external pages to link to your site.
When writing, open up Wordtracker's Keyword Researcher and enter the page's target keywords. You can get ideas and insights into your market's tastes and desires.
