When developing content for the Web, it’s important to optimize for the search engines. Your main keywords should appear in several places, especially in headings. Be sure to add hyperlinks within the content back to your website. The tips below will help you improve your position in the search engine results pages (SERPs).

Do Your Research

Before writing your Web content, do some research. Identify your main competitors on the Web (the ones coming up at the top of a Google search) and analyze their websites. Examine your market to see if there are any new trends. Determine which search terms are the most popular for your type of business.

Keywords Are Important

Once you have determined the best search phrases (or, keywords) to include in your content, you must make sure those phrases appear several times within the page content. Use headings with keyword phrases for better search engine results. Putting the main keyword in the document title is also recommended.

Writing Persuasive Content

Although SEO helps get customers to your site, you are writing for a human audience. Your goal is for the visitor to take some action (buying a product, sending a contact form, or joining a mailing list), so your content should contain calls to action.

If you want to take a basic sales approach, you can break your content into four parts.

  1. Establish the situation
  2. Get to the pain point
  3. Benefits/solution
  4. Call to action

Unlike a traditional sales process, you don’t have the benefit of getting the customer’s feedback.

  1. Establish the situation: “Are you looking for a new pen today?”
  2. Get to the pain point: “Did your old pen run out of ink, or do you want to upgrade to a better pen?”
  3. Benefits/solution: “This fancy pen has a very smooth line, writes upside down, and the ink lasts a long time.”
  4. Call to action: “Shall I wrap that up for you?”

(“Getting to the pain point” means asking questions to find out the reason the customer is making a purchase.)

You can use the simple framework above to devise your own keyword-rich content. Try expanding the framework to four paragraphs of 75 words or so, using three or four headers. Remember to always include calls to action, such as a “buy it now” button, phone number and link to your contact form.

Adding Backlinks

If you are developing content for a social network, hosted blog or other external site, include links back to your own website. These “backlinks” will improve your website’s SEO and visibility in the search engine results pages. A link at the bottom to “visit our website” or “learn more” is recommended.

Matt Cutts – How Search Works


Foothill Web
Steven Arnold, DBA
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