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Keyword Writing Strategies
Posted by randy on: 2005-11-22 09:16:15
Elizabeth Kirwin
Keyword writing is a critical tool in strategic web site
marketing. This type of writing emphasizes and repeats industry
specific keywords and can actually help recruit clients from new
and niche markets. In addition to harvesting keywords from web
site statistics programs, a savvy internet marketer will
consider what visitors are most desirable and lucrative and lure
them to their site. Driving that audience there can be achieved
through the careful selection and repetition of keywords. The
more the keywords are mentioned on a web site, the more easily a
user typing them into a search engine will find a company or
organization.
Case Study of a Realtor One of the clients of Sidhe
Communications is a successful REALTOR in Williamsburg,
Virginia: Elaine VonCannon, http://www.voncannonrealestate.com.
We utilized Williamsburg as a keyword in her web site writing,
and also plugged in terms like retirement and relocation, home
buyer and home seller, and other words which would bring the
buying clients to her site. Sidhe Communications keyword writing
strategy worked. Not only are there measurable traffic increases
in months where articles were published and syndicated on the
web with these keywords, this Realtors' client base actually
grew from $100-300,000 home sales, to $400,000-1,000,000 home
sales. By honing in on activities of a wealthy homebuyers, such
as horse stabling and riding, boating, and golfing, Ms.
VonCannon was able to draw the right traffic to her site, which
led to a measurable increase in her sales in less than one
year's time.
Strategic Planning and Web Site Content Web sites are built
because a company, organization or individual has a need. Often
there is a need to convey information, provide forms for
download, or forums for discussion, generate leads, and educate
the public. However, the more savvy internet marketer will begin
to develop web site content based on the needs of the search
engines and the consumers using them. Search engines are text
based and the computer is looking for repetition of words or
numbers for ranking purposes. The more a keyword is mentioned on
a site, the higher a search engine ranks them. There is no
reason why writing for search engines should be incompatible
with company objectives. A skilled writer can help orchestrate a
company's needs in sync with keywords. Advance site planning is
crucial for success. Developing a list of keywords specific to
an industry, and implementing textual ideas related to these
keywords are vital components of a successful internet marketing
strategy.
Build Web Site Content from the Ground Up Some web sites
resemble towns built without much urban planning. Others are
visually intense and appealing but do not have enough keyword
text on the home page to rank high in search engines. When
developing a site or revising the content of an existing web
site significantly, always begin with a well thought out plan
that incorporates a list of 10-20 commonly used keywords for the
industry and incorporates keywords which will attract a specific
client base. This outline can be extensive, and can be revised
from time to time, as the company or organization's needs
dictate. Don't daunt yourself with the Herculean task of having
all categories filled out at once, but before going live with a
site, at least cover most categories visible to the public on
the home page. Slowly build the site content out always
repeating the keywords chosen in ways that will inform and not
annoy the reader.
Use Article Writing and Syndication to Invigorate Keyword
Writing A common and effective strategy to increase web site
traffic is to write and publish informative, educational
articles on the internet about a company's products or services
or an organization's mission and purpose. Articles are
syndicated on the internet with bios that contain e-mail and web
site links. The more links to a site visible on the internet,
the higher a site ranks in the search engines. Articles written
for Sidhe Communications' clients are intentionally peppered
with numerous keywords and then posted on client home pages -
thus increasing the number of keywords built into a site and the
interesting traffic that visits the site to read the articles.
Try Blogging With Keywords Blogging is quickly changing from a
venue for political pundits and gossips to a highly respected
form of digital media. Create a menu item for a blog on a web
site, then Blog with keywords on a regular basis. Once the blog
is set up, it is an easy way to add even more keyword rich
content to a web site, and build an audience with similar
interests. Interactive blogging, which allows visitors to leave
posts after reading the blog, is a great strategy that makes the
web site even more dynamic. Digital Press Releases with Keywords
to Increase Traffic From time to time, companies and
organizations may benefit from disseminating digital press
releases. Like articles, these press releases should be keyword
rich, and will be published widely across the internet with
links to the site embedded in the actual text of the release,
thus increasing rank on search engines and visibility and
click-thrus for the web site.
Implementing any or all of these keyword rich writing
strategies will inevitably aid in the overall ranking of a web
site on a search engine. For the 21st Century marketing guru,
adding keyword writing into the mix of innovative marketing
approaches will pay off royally.
About the author:
Elizabeth Kirwin has published work in national magazines and
newspapers. She is co-owner of Sidhe Communications
http://www.sidhecommunications.com in Asheville NC. She develops
web sites, newsletters, brochures, and internet marketing plans
for businesses, non-profits, and health care ogranizations
nationally. For more information, e-mail ekirwin@bellsouth.net.
Open community website
http://www.business-business.biz
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