Search Engine Optimisation Process Part 3: Good Web Writing

Decent Web Writing can create exciting attractive web content, that visitors will link to, refer to, retweet, bookmark, and comment on. Visitors can see from Articles how strong your subject knowledgeable is, plus the content may spark interest in other areas of your website.

This Chapter explains the basics of how to create and compose an article for the Internet, beginning with guidelines and essential elements to writing.  We finish with how to structure to an Article including keyword placement to help rank well on the Search Engines.

I’m writing for who? Who is my target Audience?

Much like the beginning of Keyword Research you need to identify the target group and the relevance and importance of what you are writing to that group. Ask yourself what benefit the article will give them.

Keywords for Writing

Target each pages Search Engine Optimisation with a primary and secondary keyword (don’t target different pages with the same keyword phrases).  You can now build content around those traffic rich or long tail keywords you researched in Part 2 Keyword Analysis Research to obtain a good ranking.  You can still add other keywords, up to 5 different keywords a page is a good amount.

Internal and External Linking

If you have other related articles on your website  add links and use the keywords from the other page in the anchor link text, this will strengthen your article.

Link externally if you think the external article is relevant and will support your article.  Add nofollow to the anchor tag so you do not lose the search engines “link juice” whilst they scan your site.

Below are the HTML tags where it is advisable to place important keywords. These points are also mentioned in Part 4 SEO Web Design.

• Title – The most important place for your keywords shown at the top of a browser and in the search engines
• Meta Description – This description is shown on the Search Engines (not always sometimes they show text from the page)
• Meta Keywords – Used to be very important, not any more Google states they don’t use these words, but I would still add your top 5 keywords for the sake of other search engines.
• Headings – These range from 1-5 with one as the most important Use <h1>for the most important heading then <h2> and <h3> as the heading become less important.
• Alt Text – Alternative Text, this shows on the page when images are disabled for accessibility reasons or when an image is not working.
• Anchor Text – Link Text very important to add your primary keywords in the anchor link description this shows both visitors and the search engines where the link will take them.  We cover Link building in Part 5 Natural Link building

Writing an Article

Headline

The headline is extremely important it has two purposes it has to grab a visitors attention and persuade the visitor to read on.  It must offer something of value and should also contain your primary keyword phrase.  It’s second function is to complement the title tag and reinforce the meaning and relevance of a web page.

The Sub-headings

These are still very important to both the visitor and the search engine,  try to place your keywords in the subheading but remember that it must all sound natural and not forced.

Summary

Always include primary/secondary keywords whilst summarising the article.  The summary must explain what the article is about but also needs to be compelling and have the reader wanting to read more.

Paragraph Writing

Once the first 3 elements have been completed you have a structure and can now write your paragraphs.  People don’t like to read large blocks of text, it’s easier to break it down into smaller paragraphs and looks much better too.

Writing Key Pointers

These can be in a text box at the side of an article just to add weight to the main facts in an article, a great place to add your keywords yet again.

Checking your Work

Ask a friend or colleague to check your copy writing. Read the piece out aloud how does it sound?  Does it flow, does it sound natural? Use a copy writing or grammar tool to check the spelling and grammar.  In WordPress there is a plug in called After the Deadline just to check grammar and spelling.

The Search Engine Optimisation Process Help List – 6 Key Areas

All set to move to Part 4? Get ready you will be researching and creating the structure of your site.  If you need any help contact me on Twitter @briancee1.  Enjoy!

These links will appear at the bottom of each page in the series

1. SEO Tools – Check your Site
2. Keyword Analysis Research
3. Good Web Writing – Web Copy
4. SEO Web Design – Search Engine and User Friendly Structure
5. Link Building – The Natural Way
6. SEO Service – Revisiting, Fixing and Optimising your site.