Thursday, June 30, 2011

Keywords: Creating Searchable Website Content (Part 1)

Let's just get out in the open right now:  Playing to the Google Bot or other search engine crawler is OKAY as long as you're doing it with honest intentions.  Those honest intentions may be to provide quality information on a subject, offer your goods and/or services, or just to be read because you need the attention.  That's all fine, homey or homette.

However, if you are writing ONLY for the search engines in an attempt to drive traffic to your site and upon arrival you have poorly written content, a sloppy page, zero media, and your only intent is to gain more and more views—then that is NOT OKAY.  And to be honest, people are gonna' figure you out real quick anyway and it will most likely result in few repeat visits AND YOUR COMPLETE AND UTTER DEMISE! 

Don't worry…I'm here to help.

If you're truly intent on having something of worth on your site than by following a few simple guidelines you can create content that will be found on search engines with relative ease.

SAK (Searchable, Applicable Keywords)

I like "SAK" and since everyone else in this business seemed to have their own little term in their arsenal, I wanted one too.  Hopefully, it's original.
               Searchable Key words: Most of the time when people don't use searchable keywords it is from lack of experience.  For instance, a military history site whose blog content varies greatly may want to ensure they are using the words:  "military history", "Army history", and NOT the more specific keywords like "902nd BN, A Company, 3rd Platoon roll call" as their MAIN KEYWORDS.
"Army history" and "military history" are what people will search for when looking for a wealth of knowledge on the subject, say for a school project or a little book research. 

That isn't to say that your "902nd BN, A Company, 3rd Platoon roll call" shouldn't be in there!  There will be times when people search for the more specific but those people will be far less than the broader search terms.
But let's face it:  How many sites out there are going to be about the military and its history? A lot I would imagine.  Pick alist of keywords that you want to use.  Below is an example of this sites keyword break down:

Keyword 1                       Keyword 2                    Keyword 3
Blog                                 writer                             services
Content                            writing                           professional
Article                             freelancer                      business
Website                           humorous                       casual   

That’s a pretty good amount of keywords but with them I can create long-tail keywords of 3-5 popular terms that, when linked together, actually rank better on SERPs(Search Engine Results Pages) 

               Blog writing services, Professional article writing business, Professional article writer with a humorous tone, humorous content writing services, etc… You get the drift.

Usually by utilizing long-tail keywords the site is aiming to become more specific and target a narrower portion of search terms.  Once your site is narrowed in on an audience the traffic will increase as long as your subject is not too obscure.  If that's the case you do a measurement of your SEO campaign and do another round of keyword research.

Applicable keywords are sometimes an issue for the novice blog writer or content writer but unfortunately, in a lot of cases, this will be done purposely to draw attention to the site because something is "trending".  As an example:  

When Osama Bin Laden was killed I was trolling the internet and chose a site that had popped up in a search engine and it was actually a pretty good article.  However, imbedded in the article, were a bunch (and I mean a bunch) of links to a body building blog that was pushing a plethora of supplements.  Well, I don't dig that and neither should you.  Make the entire scope of your website content searchable, applicable to your niche, and worth reading.  I can no longer find the article or site so either the guy/gal failed and gave up or he now sleeps with the cyber-fishes as a result of a Google Mob Hit.

In Part 2 of Creating Searchable Website Content we will discuss the layout of a good blog post (this isn't it!) and how to make your site and posts more "scan friendly" and attractive.  Please subscribe for the latest as it appears magically.  And by all means…comment away!

1 comment:

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