Savvy Speaks: What's Your Keyword Strategy?

Savvy Speaks: What's Your Keyword Strategy?
Savvy Sisters - Wed Oct 12, 2011 @ 05:02AM
Comments: 380

Like everything else to do with the web, SEO (Search Engine Optimization) theory has changed a lot in the last several years. So we decided to share how our own SEO web copywriting strategies have evolved to keep up with the latest in search engine science.




Quite frankly, keywords are not what they used to be. Oh to be sure, you need to make certain that you include specific ones  for your readers to be able to find your pieces but let's face it, with Twitter, Facebook, Linkedin, and Google+ there are a lot better ways to get the word out about your information. 


I just make sure that large bucket-topic words are included and spend my time getting the word out elsewhere. 




It's Still About Who You're Trying to Reach

The essence of my keyword strategy hasn't changed -- I still use the words that reflect the concerns and goals of my target audience. What has changed are my prospects' top issues (or at least, the words they use to describe them), so my keywords have changed in response. Another major change is making sure the content assets I offer are optimized for SEO since more than just Web copy shows up in search results now.


Behind-the-Scenes is Where It's At

I do not consider myself a SEO expert or even a "SEO writer." My focus is always on creating content that meets the needs of real, live human beings (prospects and customers) vs. the demands of a search engine "spider" or "bot." 

That said, there are many things you can do behind-the-scenes to optimize your content and site for the best possible search results. Making sure that each page and asset has accurate meta data, creating HTML and XML site maps, and including back-up content for rich media (Flash and Javascript) assets are just a few of the ways you can ensure that you're making the best possible impression on search engines.

After all these "tips and tricks" have been deployed, however, the bottom line is still about delivering content that your audience wants and needs. Listen closely and they will tell you exactly what content will drive your site to the top of the search results.  


Leave the Keyword Worries to the Web Spammers

Just a few years ago you had to very carefully study and select your keywords and then studiously drip them into your copy for just the right density. These days, shifting search engine algorythms and steep keyword competition from less-than-above-board website spammers looking to get rich on Adwords makes all that yesterday's news.

Yes, you need to know what search terms folks are likely to enter into Google when they are looking for you particular flavor of widget, and make sure to use those terms. BUT if you have a legitimate, well-written website with an attached blog and a strategy for driving online traffic, you need to worry less about keywords and more about just creating relevant content that captures the attention of real readers.

As you add longevity and legitimate visitors, your website will naturally rise through the ranks to beat out those with all the right keywords and nothing to back it up.

Remember you don't need ALL the visitors. Just the right ones.


What are your best SEO techniques?

Do you think it's possible to write for the search engines and the prospects?

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