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Does Your Copy Look "fake" To The Search Engines?
By Karon Thackston, Sat Dec 10th
by Karon Thackston © 2004http://www.copywritingcourse.com/keyword From the early days of search engine optimization, keywords andcontent have always been vital to achieving your goals. Startingback in the days when we used to shove every slightly relevantkeyword into our Meta tags, it has been obvious that searchengines love text. The more advanced the engines have gottenover the years, the more complex and sophisticated many writershave gotten with their search engine copywriting. Supposed formulas, saturation levels, and other mysteriousconcoctions have been developed to help us outsmart the engines.However, what we should have been doing all along was writingfor the visitor first and the engines second. Why? Becausecreating a site that's loved by visitors is a prime factor inlinking, ranking, and marketing as a whole. As the engines makegreat strides with more personalized and efficient searches(such as semantic search) natural search engine optimizationwriting is even more important.
Rather than just indexing the copy on your site, engines arelearning to "understand" what a page is about. The ironic thingis, as the search engines get more complex the "formula" for SEOcopywriting is actually getting more simple. Write Naturally In the future, search engines will be looking for Web pages thatreflect a natural tone with the copy. Is it obvious thatkeyphrases are being shoved in wherever possible? Does everyheadline/sub-head, image tag, and comment tag have a keyphraseincluded? Does the copy sound fake, unnatural, and stiff? If so,then spiders and bots will recognize it and possibly flag it assomething to be wary of. Take a look at this lovely piece of copy I found while surfingjust the other day. (I've replaced the keyphrases used in theoriginal copy with the word "wherever" so as not to embarrassthe site owner.) Wherever Holiday Rentals Holiday rentals in Wherever for holidays in Wherever Wherever holiday rentals directly from the owners. Rent aholiday villa in Wherever or perhaps a 2-6 bedroom apartment inWherever. Wherever for holidays in Wherever areeasily located by searching the Wherever Holiday website.Wherever Holiday Rentals offer holiday apartments in Whereverand holiday villas. Find accommodation in Wherever by clicking on the Wherever mapor the active links. You will then see holiday rentalapartments,
villas and townhouses in stunning Whereveraccommodation. Let's suppose someone walked into your travel agency and askedfor help. You would most likely ask what they were looking for.They would reply, "Holiday rentals in Wherever. What can youshow me?" Would you honestly take off on the spiel above? Canyou see yourself talking to a real client face-to-face andsaying, "We offer Wherever holiday rentals in Wherever and canfind you many apartments, villas, and houses in Wherever"? Idon't think so. Tips for Writing In Natural Language 1) Vary your keywords/phrases. For example, if a keyphrase youparticularly want to target is "14k gold jewelry" consider alsousing keyphrases like "14k gold watches" or "gold wedding bands"or others along those lines. This will give you a variety ofphrases within your copy. 2) Read it out loud. When you read your copy out loud you'll geta better sense of whether it sounds unnatural. If you wouldn'tsay, "We make 14k gold jewelry and have made 14k gold jewelryfor 10 years. If you need 14k gold jewelry just view ourcatalog" out loud, then don't put it in your copy, either. 3) Break up keyphrases. As searchers get more knowledgeableabout finding what they want in the engines, they use longer andlonger search queries some of which just don't make any sense.For instance, I recently had to use the phrase "real estatePittsburg downtown" when writing a page of SEO copy. Since thissearch string was not easily worked in as that exact phrase, Ibroke it up. One sentence I used it in said: "When looking forcommercial real estate in Pittsburg check the downtown listingsfirst for exceptional locations and prices." The words are stillin the same order with minor breaks in between. When you can'tuse a phrase "as is" this is a very viable alternative. Keep in mind the direction search engine optimization is taking.The closer you can get to writing in natural language, thebetter off you'll be. It only makes sense to create a site nowthat will last through the long haul. Especially when that sitewill have a better chance of favorably appealing to the enginesand your visitors.
About the author:Karon is author of “How To Increase Keyword Saturation (WithoutDestroying the Flow of Your Copy).” Discover the secrets tocreating SEO copy with a perfect balance between keywords andnatural language. http://www.copywritingcourse.com/keyword
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