Writing Website Copy - the Rights and Wrongs of Keywords

In the last post we saw that writing website copy is a special skill you need to learn. A really vital skill if you want to make your website a success.  And one of the most vital aspects is: getting your use of keywords right.

1. First, you need to know which keywords to concentrate on.  You presumably know that keywords are the search terms that people type in to search engines, when they want to find a product or an answer to a problem.  So, you need to use these search terms in your website copy, otherwise nobody will find your site.
2. But: how do you choose which search terms to use?  If your site is selling golf equipment, you could use the phrase "golf equipment".  That is probably the most frequently searched term by people wanting that kind of product.  But, unfortunately, it will almost certainly have literally millions of results that come up on the search engine.  So your chances of getting highly placed for that search term are very poor.  It's well known that very few people keep looking beyond the first five or six pages at most, so if you are on page 146 your chances of anybody finding you are virtually zero.  So that search term is too general.  
3. You really want to use much more specific terms, like "golf fairway woods", "ladies golf set", "junior golf set".  Or you can use specific brand names in your copy, if you think people will search for them.  The trick is, to use a keyword tool, e.g. the free Google adword tool, to identify the most competitive terms, balancing number of searches against the amount of competition.   The main point of using very specific terms is that your visitors will be targeted - that is, they will be looking for EXACTLY what you are offering.  (But make sure you ARE offering what you use in your keywords).

So, having decided on your most advantageous keywords to bring people to your site, how do you actually use them in your copy?  That is what we shall be looking at in the next post.

Come and visit us at Bizwrite to learn more about writing compelling copy! Or to find out all the ways we can help you.