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Chapter 5 –
How to Find Effective Keywords and Keyword Phrases
Search engines are the most important tool on the web for bringing new customers to a site. Many people who have never heard of your site will use a search engine to find what they are looking for, at your site or at someone else’s. But unfortunately, a search engine is not psychic and not very intuitive either. They will not be able to find what people are actually looking for but rather what they are asking for.
But just how do you know what people are looking for? There are a number of different ways in which you can get ahead of the competition in relation to people’s search habits. There are many effective programs around and one of these is Word Tracker, which can be found at WordTracker.com. You are able to license this program either by the day, week, month or year. What this program does is provide you with feedback in relation to key phrases that you submit to it. It will also make recommendations in relation to similar key phrases, and you are then able to test them against the most important search engines and directories on the web.
What it then does it tells you just how many people are searching for a particular phrase, and how much competition there is from other sites. Once this is done then Word Tracker assigns each phrase with a Keyword Effectiveness Index (KEI) ranking.

So by using the phrases that attracts the most interest, but the least competition, appropriately throughout your site in both copy and page titles, it will make it more receptive to the search engines and directories. So when it comes time for people who are looking for a particular product or service, then your site should be one of the first they see in their search results.
The best time to do any keyword or key phrases searches is when you are first building your site. This will then mean that you do not need to rewrite your copy later on. But really, it can be done at any time. It is important to remember that if you are not researching what it is your customers want, then your competition will be.

From: “A Guide on the Basics of Copywriting for the Web” by Arun Pal Singh
http://homeforprofits.com

Chapter 4 –
How to Write Effective Copy for the Web
In order to write effective copy for the web, there are two primary areas that you should look at. It is the page title and the META descriptions. Both of these are usually the first two things that a person will see when searching the web for a particular product or service.
However, this does not actually apply to all search engines or directories as some will not show the META description at all. In some cases, they will show a snippet of the content from your site.
Below we provide in list of importance for particular areas that you should focus on in order to write effective web copy.

• 1. Page Title – This is the first thing that any visitor will see when carrying out a search on the web.
• 2. META Description – Usually the second thing the visitor will see when carrying out a search through a search engine or directory.
• It is important to remember that both of these are likely to be produced on the Search Engine’s Results Page (SERP’s).
• 3. Heading Tags – This will relate to specific subjects within your site.
• 4. Visible Content – This is another area of importance that you should focus on in order to produce effective copywriting for the web. These are provided below in order of importance.

a. Hyperlinked Tex and Title Attribute – This is frequently displayed as a “tool tip”. Which is a short message that will appear when the pointing device (cursor) pauses over a particular object?
b. Alternate Text Tags – This should be for an image and is not to be used for stuffing with keywords that do not apply to it.
c. META Keyword Tags – Unfortunately, due to severe abuse by unethical marketers and uneducated consumers these are not as strong as they use to be. In fact, most search engines will no longer be looking at these as a relevancy factor during their search. So it is important that you make sure the keywords you use in this tag are to be found in the visible content for the page.

So effective copywriting for the web can only be achieved if you carefully research your keywords and keyword phrases. What is the point of writing any copy, if you do not know what it is actually that your target audience is searching for? By targeting the correct keywords and keyword phrases you are taking one of the most important steps in writing effective copy.

From: “A Guide on the Basics of Copywriting for the Web” by Arun Pal Singh
http://homeforprofits.com