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  Search Engine Marketing Guide    
Web Site Content - Writing for Search Engines

In This Section
  Writing for search engines
  Keyword rich text
  Don't use spam tricks

Before we go any further please note that we are talking about visible HTML text. Graphical text, flash movies, javascript mouseovers, etc... do not count because the search engines cannot read them. The same almost holds true for framed and dynamic sites. As with almost everything in life there are workarounds that can be employed and the correct use of these workarounds can lead to good listings. But the sites that consistently maintain high rankings usually have a good amount of keyword rich html text on static pages.

First of all decide on how many pages your site is going to be. Then assign a "theme" to each page (ie: about us, widgets, red widgets, international widgets). Now take your keyword research list and divide the phrases between the pages making sure they match the page theme. You should have 1-3 key phrases per page. Most likely there will be other secondary phrases that you can easily work into the copy as well. The more variations of the key phrases you can use the better but be sure you don't lose focus of the 1-3 main ones that you have chosen for that page. If a keyword/phrase applies to more than 1 page, all the better - especially if there are a number of variations for that phrase.

You should try to have between 200-500 words of copy per page. If possible the top line of text should read like a newspaper headline and contain that page's most important keyphrase. The first paragraph should ideally contain all of that page's main keyphrases and they should be repeated at least twice more in the text. But make sure the copy reads well. Do NOT use hidden text, hidden layers or any other spam tricks as the site will eventually be caught (or reported by your competitors) and penalised or banned. It simply isn't worth it and isn't necessary.

NEXT Step: Copywriting for the Web

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