How To Write Compelling Optimized Web Copy – Part 3 of 7

Last week, you learned why it’s so important to know who your target market is and what they’re looking for.

Now we’re gonna talk about…

Keywords: The backbone of your web strategy

You can help propel your site to the top of the search engine rankings … if you include the right keywords and keyword phrases … in the right places on your website.

But … If you don’t know what keywords to use, use the wrong keywords, use your keywords over and over in your copy, or just neglect to use them at all… then you might as well kiss any chance of a successful website goodbye.

Simply put – keywords and keyword phrases are the words Internet users type into the search engines to find your web site.

The search engine results pages (SERP) that Google, Bing, Yahoo, and even YouTube display are based on those keywords.

And they’re the ones that decide which sites to display (or not), and the order they are displayed, based on the the keywords in your:

  • Headlines
  • Subheads
  • The body copy
  • Page Title Tag
  • Description meta tag text
  • And hyperlink or anchor text

Granted, keywords are only one part of the complex formulas search engines use to figure which sites to display, but they are vital to your website getting found.

If you do like many people, and just whip up a website without any regard to how your prospects will find it using keywords, you might as well give your money to charity.

You must spend the time or pay a professional to research keywords and keyword phrases that will attract the search engines and the people searching for your product or service.

You can find the best keyword phrases for each of your web pages using free keyword research tools such as:

And as I mentioned earlier, make sure you use them the title bar, page headlines, link copy, and sprinkled throughout the body copy.

IMPORTANT — Write the copy for your readers first, and for search engines second. (Remember last week’s post about knowing your specific market?)

No doubt about it… Writing compelling copy for people and search engines is a delicate balance (not to mention much harder, and takes more time) but it’s worth the expense.

In summary…search engine optimization (SEO) and keywords is a specialized (and crucial) niche within then website industry, and many so-called SEO experts often providing inaccurate information.

So be careful. Most times, clear, concise and consistent application of SEO and keyword basics end up working better than “expert” advice.

To get more information about finding good keywords, SEO, the benefits of powerful copy, about this post, web/online advice, or about my direct response web copywriting services, e-mail me or call me at 603-686-5140.

In case you missed the first two parts of this series, here are the links.

Till next week then…

What are your thoughts?

If you want help with your marketing strategy, writing effective sales copy, have any comments, or have a marketing project you’d like help with, e-mail me or call me at 603-686-5140

And visit for help with Website design, writing SEO copy, e-mail marketing, or other online marketing strategies.

To your marketing success!

Merrill Clark
Website and Marketing Copywriter