There is a saying: “Content is King”. Your website’s content is where the potential to attract search engines lies, and your website’s content is what can convince your website visitors to convert to customers once they have landed on your home page. There are many ways to maximize your website’s potential, and ,enhancing your content is one of the easiest and most effective. Keyword density alone is not what gets you good rankings. There are many other factors associated with your website’s content, which must be taken into account if you wish your site to yield good search engine rankings.
The keyword positioning in your text is one of these factors and can make a huge impact on how search engine spiders view your site as well as reassuring your visitors subliminally that they are in the right place to have their questions answered, their concerns addressed and their needs met.
Many webmasters consider it best when your most important keywords are placed in the starting few sentences of the text. At times search engine spiders do not crawl up to the last line of your text. Having keywords spread naturally throughout your content and included in titles and subheads will increase the relevancy of your content to your chosen niche in the eyes of the search engines, and will increase the chances of better indexing of the keywords.
Speaking of subheadings, use both headings and subheadings as much as possible in your text. Include your keywords in the headings and the subheadings and mark them with H1 and H2 tags respectively. Include the usage of your brand name in close proximities to your keyword. This will help brand promotion in a subtle way.
Choose a legible font and choose a reasonable font so that it makes easy reading for the visitors. Illegible and tiny fonts can frustrate the visitors and they can move out of your website quickly. Also try to implement varied formatting styles to emphasize the important areas of text. You can use formatting styles such as Bold, Underline, and Italics. Do not use all three at the same time, and be sparing with highlighting of text, except for isolated one liners.
Remember that load time is to be considered, and that visitors are cowed by long scroll down pages. Don’t have a 2,000 word page – instead, add a “More>>>” link and split the content into two pages. Also, on long and short pages alike, have reasonable sized paragraphs so that it makes an easy reading. Make your copy look professional and balanced with plenty of white space.
Remember, SEO copywriting is just not about adding keywords into your text. It is much more than that. You should come up with a copy that will impress the search engines as well as the reader. You cannot compromise one for the other and hope to succeed.
Insofar as the technical side goes, don’t have skimpy content and excessive coding in your page. Your users will not be able to see the codes but search engines will see the codes. A reasonable amount of content is needed in your web pages to be taken seriously. Follow the guidelines and you will prosper.