Once you have generated a summary of keywords, you now have to use those keywords on your web pages. Let's start by examining how often you should include keywords in your page's content.
First, know that the more often you use a keyword in your body text, the more likely it is that search crawlers will register the keyword to some extent. Include a keyword a lot of times, and crawlers will think you're artificially "stuffing" the keyword into your phrase, with no regard for that actual content. If you're suspected of keyword stuffing in this fashion, don't be surprised to see your search ranking actually decrease or your page disappear completely from that search engine's search results.
Thus you need to determine the correct keyword density when you're optimizing the content of the web page. What is an optimal keyword density? That depends. If you have a lot of various keywords on a long page, you could have a density of 20% or more but still rank fine. If you have only a handful of keywords on a short page, a 5% keyword density might be too much.
The key is to make sure your page is readable; if it sounds stilted or awkward due to unnecessary keyword repetition, then odds are a search engine will even think that you're overusing your keywords.
So what's the easiest method to incorporate keywords into your site's content? First, know that web copywriting is very similar to direct response copywriting. You have to describe things in words, not pictures, and when you're selling something, provide a strong "why to buy" message.
The large difference between direct response copywriting and web copywriting is that with web copywriting, you have two different audiences: the site's visitors and also the search engines. This means you need to provide readable, compelling copy for your visitors, while at the same time incorporate all the necessary keywords and phrases that matter towards the search engines.
You don't wish to sacrifice one for the other; never make your page less readable just to cram in another keyword. Choose readability first and then incorporate the keywords as you can. One method to improve both readability and search optimization would be to break your copy into small areas or chunks of text and then introduce each area having a heading or subheading. As you learn shortly, search crawlers search for keywords in your heading tags; headings also help readers identify important areas on your page. So chunking up your text has benefit for both your audiences.
Two other great places to include keywords are in your page's first and last paragraphs. Not only do search crawlers look more closely at the start and end of your page and tend to skip the center parts, readers look to the first and last paragraphs to introduce key ideas and then summarize your page's content. It's just like in writing a newspaper article; it's the first and last graphs that are most significant.
Of course, when you incorporate keywords and phrases into your text, you have to do so in a natural fashion while while using word or phrase verbatim. So if one of your keywords and phrases is "windmill farm," you have to use that exact phrase and in a way that doesn't sound forced. This is a definite copywriting challenge but one that can be met.
One very last thing. On the Web, there's little benefit to short copy. Furthermore readers want as much information as possible, longer copy provides more opportunity for you to place your keywords and phrases without overly increasing keyword density. Let's face it, if you have ten keywords to include, it's easier to do so on a 1,000-word page than on one that only includes 100 words total.
So write more copy if you need to but make sure you chunk into shorter areas for that reader. As noted previously, some studies say that pages in the 1,000 page range rank best with many search engines; certainly, anything less than 250 words is too little. Use the extra words to include more keywords and phrases to your page and to provide more useful information to your site's visitors.
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03142011
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