Interview:
AWAI Member and Webmaster David Pierce: How to Get Your Web Ad Read, Part 2
We asked AWAI member David Pierce (who runs his own website publishing and Internet marketing company) to share his secrets on how to ensure that your online marketing copy will be ranked in the top 10 of most search engines. In Part 1, he explained how to choose the best keywords and keyword phrases. Today, you'll learn David's techniques for strategically placing these words on your web page.
TGT: OK, David. You've shown us how to pick out the keywords and keyword phrases that our customers are most likely to search. Now what?
DP: Now it's time to strategically place them in your sales copy.
Search engines like to see a certain percentage of keywords to the total amount of words on a given page. That percentage is open to conjecture – and it is further complicated by the fact that you are going to have to write for all the search engines out there.
But remember that if you optimize for the two major search-engine databases – Inktomi and Google – the majority of search engines will be covered.
TGT: Give us some guidelines.
DP: In writing your web page, you want to try and stay in the 200-300 words range – which is roughly a one-page letter. Oddly enough, search engines seem to heavily favor shorter pages over longer pages for high search-engine ranking. They claim they are looking for content – but a 1,000-word page with the same percentage of keywords ranks WAY lower than a 200-word page. In my opinion, this is an oxymoron. But, hey, we have to play by their rules!
Your keywords should be 3-5 percent of the total words on the page. So, for a 250-word web page, the keyword or keyword phrase should be mentioned between 5 and 12 times. My recommendation is a maximum of 8 times.
TGT: Does it matter where on the page you place the keywords?
DP: Absolutely. You want to place your keywords in the headline of the web page, and then 3 to 4 times in the first 100 or so words. A good place to do this is in your subheads, because those tend to get read by most Internet users who are "skimmers." Sprinkle your keywords into your sales copy as you write the rest of the page. And finally – and this is important – try to fit them in the last line of your sales copy. A perfect place for this is in the "P.S." (And, yes – contrary to what some "experts" out there say – the vast majority of Internet users read the "P.S." It is extremely effective in online sales copy.)
TGT: Any other suggestions?
DP: One more thing: Once you have your sales copy written, make sure the designer puts your headline in a "Headline Tag" (H1) and your subheads in "Sub-Headline Tags" (H2).
[You have to be able to work with your Web designer on this one. He/she should know where your H1 and H2 tags are and how to program them. This is vital to optimize for high search-engine ranking. ]
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