Writing and Optimizing Content, Keywords, and Keyphrases
Within the Writing and Optimizing Content, Keywords, and Keyphrases for Search Engines and Search Engine Marketing section below, you'll find articles and tutorials on preparing, writing, and optimizing Web site content for search engines and search engine marketing. This includes helpful tips on how to find and research the best keywords and keyphrases (keyword phrases) for each Web page at your site, in addition to how to strategically use and place those important keywords and keyword phrases within your Web copy. They will also give helpful advice and insight on how to provide terrific content and interesting reading for visitors while optimizing the copy.
See also WebsiteTips.com's Web Content, Writing for the Web for more articles, tutorials, and helpful tips on Web site content.
Do you know of some helpful, insightful articles, tutorials, books, or resources related to search, SEO, or SEM? Recommendations are welcome and encouraged!
On this page:
- Content Optimization, Writing for Search Engines
- Optimizing Content, Copy for Keywords, Keyphrases
- SEM (Search Engine Marketing), Optimizing Content for SEM, Marketing Strategies and Conversions, ROI (Return on Investment)
- Design and Development Optimization for Search Engines
- Link Building Strategies, Popularity, Optimizing Internal Links
- Potential Penalties or Banning by Search Engines and Directories
- Getting Web Sites Indexed - Submitting to Search Engines, Search Directories, and Pay Per Click Search Engines (CPC/PPC)
- How Search Engines and Search Directories Index, Rank Sites
Also within Search Engine Optimization, Search Engine Marketing:
Content Optimization, Writing for Search Engines
Learning about how to use keywords and keyphrases effectively for your site is an important part of optimizing your Web site for search engines and for your ad campaigns. Below are helpful articles, tutorials, and tips on keywords and keyphrases optimization.
- Copywriting: Key to Search Engine Visibility and Conversions
Covers hooking visitors, researching keywords, copywriting for conversions, a quick check list, optimizing for better positioning, beyond copywriting. [Article/tutorial dated 12/12/2002 by Paul Bruemmer for Search Engine Guide.]
- Copywriting Makeover: The Value of Being Crystal Clear: Part 1 of 2
Problems with what a website is about due to lack of clarity in the copy can diminish site traffic and ruin sales. Thackston's article helps identify those problems, why they happen, and how to think through possible solutions using a real-world example. See Part 2, Copywriting Makeover: The Value of Being Crystal Clear: Part 2 of 2, on rewriting that homepage copy and how it dramatically improved traffic and sales. [Article dated 2006 by Karon Thackston, Marketing Words.]
- Creating Effective Landing Pages
Topics covered: What is a landing page? A different view on landing pages; Landing pages - the two schools of thought; The basics of developing landing pages; Call to action; Short statements; Length of pages; Ask and answer questions; Logical sequence; White space, headings and colors; Provide a bonus; Use of images; Use of testimonials; Fast load times; PPC driven landing pages; Stuck for ideas? Search engine considerations; Testing your landing pages; Related learning resources. [Article/tutorial by Michael Bloch, Taming The Beast, via via WebsiteTips.com's Marketing Articles, Tutorials section.]
- End Searcher Optimization: The New SEO
Good insight about providing content for the end searcher and how to consider, plan, and organize your site's content accordingly, rather than trying to write content specifically (and perhaps narrow-sightedly) for search engines. “Knowing the different types of end searchers also helps us plan the substance of the content they need and the media to deliver it.” [Article/tutorial dated 06/22/2007, by Bryan Eisenberg, for ClickZ.]
- New Directions in Optimizing Page Content
by Paul Bruemmer, ClickZ. Emphasizes importance of optimizing content for search engines and visitors, quality copy writing, keyword placement, site navigation, links to your site, more. Editor note February 2006: Although written in 2001, the points made are still valid today. [Article/tutorial dated 06/13/2001 Paul Bruemmer, ClickZ.]
- The Purpose and Practice of Writing Successful SEO Articles
By Karon Thackston. Insightful, helpful, practical advice from an expert at SEO copywriting. Key points and tips on writing for users, using keyphrases and keywords within your Web page content, optimizing for search engines, and more. [Article dated 08/2006 by Karon Thackston, via WebsiteTips.com's Articles, Tutorials section.]
- Search Engine Copywriting: Quick Reference SEO Copywriting Preferred Practices Guide
Well-written, keyphrase-rich text is the key to writing effective SEO copy. Read Heather's terrific tutorial about what you can do to help your Web site's content be more search engine friendly and help with your rankings.
[Article dated 2003 by Heather Lloyd-Martin]
- Successful search engine copywriting strategies: Nine tips for prime-positioned Web sites
Brainstorming, researching keyphrases, where to use your keywords within the content and Web page markup, the minimum text content you should have per page, the importance of titles, and more. Helpful information here. [Article/tutorial by Heather Lloyd-Martin.]
- What Are Poison Words? Do They Matter?
Poison words are a way to deweight low quality content pages, decrease your rankings, including blog comment spam and other spammers' tactics. You can learn more about this in this article. [Article/tutorial dated 02/19/2006, by Aaron Wall, Aaron Wall's SEO Book[*note].]
- Why Do Search Engines Favor Informational Sites Over Commercial Sites?
Increasingly more content heavy Web sites have been appearing in Google's search results over the last year or two. This article explains why, discusses strategies, and more. Good insight here. [Article/tutorial dated 02/25/2006, by Aaron Wall, for Aaron Wall's SEO Book[*note].]
See also WebsiteTips.com's Web Content, Writing for the Web for more articles, tutorials, and helpful tips on Web site content.
Keyword Research, Keyword Analysis, Choosing the Best Keywords and Keyphrases / Keyword Phrases for Your Site
- Beginner's Guide - How to Conduct Keyword Research
Brainstorming, surveying customers, applying data from KW research tools (WordTracker, Overture), term selection and targeting the right terms, the long tail of search, a sample keyword research chart, performance testing and analytics. [Article/tutorial by SEOmoz.]
- Fundamental Principles of Keyword Analysis
Tutorial covers a lot of ground about keyword analysis. First, it explains 4 types of keywords: Brands (high value), Pop expressions, Seasonal descriptors, Random descriptors. Also covers starting keyword analysis for the marketplace, search activity (young, old, growing, shrinking markets), studying top-ranking sites, evaluating what the competition values, and more. Terrific tutorial. [Article/tutorial dated 11/14/2007, by Michael Martinez, for SEO Theory - SEO Theory and Analysis Blog.]
- Log Analysis: Seeing The Keywords Used To Find Your Web Site
Helpful basics of how to read your server logs to find the search terms used from search engine referrals. Note: This article is within the Members only subscribers' area. [Article/tutorial dated 04/27/2005, by Danny Sullivan, for Search Engine Watch.]
- Marketing in the Search Tail: Is the Pain Worth the Gain?
[Article/tutorial dated 01/24/2006, by Patricia Hursh, for Search Engine Watch.]
- Mastering Google AdWords
[Article/tutorial dated 10/05/2005, by Chris Sherman, for SEW Blog.]
- Oneupweb Study Finds Longer Search Phrases Convert Better Than Shorter
Helpful study and information about targeting longer key phrases for better results. [Article/tutorial dated 02/23/2005, by Danny Sullivan, for SEW Blog.]
- Selecting Keywords to Boost Your Traffic — an Essential Task
Four steps detailed with plenty of tips, charts, and information. Steps explained: Research Appropriate Keywords; Determine How You Are Currently Ranked; Place Keywords on Your Webpages; Promote Your Site Using Keywords. Great introductory article and helpful reminders of the basics for the rest of us. [Article/tutorial dated 06/18/2007, by Dr. Ralph F. Wilson, Web Marketing Today.]
- The Ten Commandments of Keyword Selection
Well written article that goes through 10 key points to how to go about researching and choosing appropriate keywords, and how and where to use them effectively within your Web site. Fabulous introduction and insight here to the world of keyword optimization. [Article/tutorial dated 12/06/2004, by Praveen Viswanath, for SEO Chat.]
- Using Keywords that Provide Solutions
Guest writer Leann Pass writes about how to think through developing great keywords to attract appropriate visitors to your Web site. Quite insightful. [Article/tutorial part of High Rankings® Advisor Newsletter dated 08/03/2006, moderated by Jill Whalen, High Rankings.]
- What's the Best Use of Keyphrases?
Excellent, insightful article about how Google and other search engines deliver search results based on the user's search terms, including information about the order of those search terms compared to your Web page, specific terms and keyphrases, and much more. Recommended as a must-read article by Websitetips.com. [Article/tutorial dated 06/07/2007, by Karon Thackston, for High Rankings Advisor.]
Keyword Density Tutorials
- Keyword Density: Frequently Asked Questions
Good Q&A here on the basics of keyword density - what it is, how search engines vary, guidelines to keep in mind, more. [Article/tutorial dated 06/01/2005, by Wayne Hurlbert, for SEO Chat.]
- The Magical Keyword Density Formula
Practical advice and information about the myths and realities about keyword density. [Article/tutorial dated 06/24/2004, by Karon Thackston, for High Rankings® Advisor.]
- Writing to a Certain Keyword Density
Helpful Q&A about writing Web page copy with a specific keyword density in mind and if it truly matters or not for search engine optimization. [Article/tutorial dated 03/08/2006, by Jill Whalen, for High Rankings® Advisor.]
SEM (Search Engine Marketing), Optimizing Content for Marketing Strategies, ROI (Return on Investment
- Conversion Rate Optimization, Upside Down
Topics include: Hierarchy of Optimization (functional < accessible < usable < intuitive < persuasive); A Hierarchy of Potential Buyer Needs; Determine Where to Allocate Optimization Resources; Marketing, Sales, Development, Analytics, and Optimizers. “The top of the funnel is market potential, the bottom is where prospects convert. Almost every conversion rate optimization effort focuses too narrowly on the bottom while ignoring opportunities above it. The best optimization efforts achieve usability. Many companies face persuasion issues, not conversion issues.” [Article/tutorial dated 03/30/2007, by Bryan Eisenberg, for ClickZ.]
- The Difference Between ROI and Marketing Accountability
“So many companies are still scraping the bottom end of their sales funnel while many potential prospects are left unsold.” [Article/tutorial dated 05/11/2007, by Bryan Eisenberg, for ClickZ.]
- I've been optimizing for local business(es) for several years--some things that work
Fairly detailed article about taking a 5- or 6-year-old site with no links, no ranking, only a contact page and learning the ropes of SEO to turn the site into getting great conversions with their local business. Fabulous read and great insight here. [Article/tutorial dated 7/25/2007, by earlpearl, for YOUmoz, part of SEOMoz.]
- On B2B Demand Generation tools and Lead Generation Dashboards
“Most marketing metrics are like driving a car by looking in the rear view mirror (yes, another car analogy!). They tell you where you've been but they can't tell you where you're going. Ouch! So are you using metrics that actually help you look forward?” [Article/tutorial dated 04/18/2007, by Brian Carroll, B2B Lead Generation Blog.]
- The Payoff of Planning Persuasive Architecture
Topics include: Prototype; Complete Scenarios; Acceptance Tests and Freeze; Development; Optimization; Keys to Success. “Every hour spent planning a project saves roughly three in coding and development. Programming is expensive — way more than planning. It doesn't take a rocket scientist to understand the significant savings in keeping a brake on development until planning is complete.” [Article/tutorial dated 11/15/2002, by Bryan Eisenberg, for ClickZ.]
- 'Six Sigma' Web Marketing
Six Sigma defined, Six Sigma in action, and more. Good ideas to help you optimize, fine tune your site's content, architecture, and more to help yield better results. “Anything that results in a lower level of customer satisfaction or a lost customer is a defect, a flaw in the sales process. When a visitor doesn't convert, your Web site has a service defect and your processes don't deliver on your promise to customers or to prospects. At least, that's how you'd look at things if you applied the Six Sigma discipline to your Web site.” [Article/tutorial dated 07/25/2003, by Bryan Eisenberg, for ClickZ.]
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