Dynamic Copywriting

Ask most business people if they would like for their web sites to achieve number one Google rankings on all the important keywords related to their business, and you will get two reactions:

THE FIRST GROUP will jump up and down excitedly and assure you that of course they want to improve their search engine rankings.

THE SECOND GROUP will give you a blank stare and ask what a Google ranking is, what a keyword is and (in some dire cases) say they are just waiting to see if this "Internet Thing" is a passing fad before they get involved.... (sigh)

Ok, so let's just focus on the first group, shall we?

A keyword, as I've said before, is something of a misnomer. The phrase leads one to think it is a single word. Actually it is the equivalent to a "Search Query" someone types on Google, Yahoo, MSN or some other search engine when they want to look something up.

Someday, if the person types in "Texas Web Copywriter," "Texas Search Engine Expert," Texas SEO Expert," "Texas SEO Writer" or "Texas Case Study Writer," hopefully they will find this site or some other article I've written online. In other words, these keywords are terms I have made an effort to link to my name.

Also notice that none of these keywords are single words. They are actually three or four words long. Longer search phrases or keywords are called "Long Tail Keywords" and "Long Tail Keywords" is one of the golden concepts in improving search engine optimization.

Why is that?

Well I'm glad you asked. The longer the phrase, the more specific it is. For the person typing this phrase into Google, it means she knows exactly what she wans to find. She didn't just type "copywriter," she knew she wanted someone located in Texas and she also wanted someone who could write web content.

If your site is selling merchandise, people who type in long, very specific keywords are more likely to buy from you if you offer what they are looking for. In fact thse people probably already have their credit cards out of their pockets before they get online.

on the other hand, the people who are just looking for a copywriter, and not an "SEO expert who writes web content" may or may not want to do business with me.

That is the searcher's side of long tail keywords. Now let's look at the web site owner's side of this.

The sites these people who look for very specific, long tail keywords will find are going to be those that have those exact long tail keywords mentioned in the site several times.

This is what I meant when I titled this article "Improving Search Engine Optimization." There are two ways to improve search engine rankings. The first way is to buy "pay per click" ads from Google or Yahoo. The second way is "organic search optimization." The "organic" part of this term refers to the fact the Google itself finds these sites based upon what it determines the site to be about.

But how does Google determine what a site is about? First it will look at the domain name of the site itself. Had I been smart(er) when I started this blog, I might have titled the domain "Texaswebcopywriter.com," "Texassearchengineexpert.com," Texasseoexpert.com," "Texasseowriter.com" or "Texascasestudywriter.com," or something else along those lines.

The next thing Google does is look at the titles of the the individual articles. Since this article is titled "Organic Search Engine Optimization," it will very likely get indexed as being about, you guessed it, "search engine optimization."

Now if you have been reading this site for a while, you know that this site covers a lot more ground than just SEO topics. Each article about each different topic will tell Google a little more about the theme of this site.

But this one article will also tell Google that search engine optimization is one of the topics it does cover.

To make a complex topic simple, let me sum up with this: the way to get higher rankings from Google is to identify the best keywords to concentrate on. Find out what search queries your ideal customers type into search engines in order to find what it is that you offer.

Then armed with these keywords, use them often (but be careful here because Google will penalize you if your over do this) throughout your site. Notice that I repeatedly used the keyword, "improving search engine optimization" throughout this article. I did so deliberately to illustrate the point.

But as I said before, don't go overboard. Use your keyword about 4 times out of every 100 words (or about a 4% keyword density).

Can you do this? I bet you can.

COPYRIGHT © 2009, Charles Brown
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