Keywords and website copy must work together intelligently to achieve the following goals:
The goal for the visitor
A quick 15 second scan will allow a visitor to decide whether they want to leave to stay on a web page. A quick glance at the navigation categories, page headlines and bullet points help them to form an opinion of what the page is about. If the page sounds focused and uses words the person is familiar with, you'll be more likely to succeed in winning their trust!
The goal for the search engine
Search engines use a similar method to learn what a webpage is about. Typically they examine navigation links, words within the page headings and sub-headings. Then words in paragraphs are examined and the search engine associates keywords together to learn the main topic of the page. You win when your carefully constructed page is listed in the search engine results page!
For example, keywords found in the text such as “wind turbines, renewable energy systems, 30kw wind turbine” act as important ‘signposts’ to lead the search engine to a solid conclusion about the meaning of a page.
When you write copy in this way for each of your category and product/service pages, you end up with a powerful market-driven website that is poised to bring the best customers your way. You'll want your text to contain a mixture of company, product/service and technical information, industry guidelines and general information; all of which will be fully search engine optimised.
Best practice SEO techniques should be used while writing content for any website to ensure that the pages arrive in tiptop shape for the search engines to index. The SEO techniques included in the copywriting should be:-
- Proper use of unique keyword sets in page text content
- Use of keywords in page titles, heading and sub-heading
- Use of call to action statements where appropriate