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Writing Online Content
Optimised for Search Engines
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Main Sections @ The Billion Dollar Site
Related Sections @ BillDoll Reference
- Blogger Hacks & Tips, Click Prints, Computer Storage Methods Available,
Disaster Recovery, E-mail Productivity Tips, Handwriting Recognition Software,
Online Advertising, Online Content Optimization, Online Fraud, Robots & Search Bots Guide, Search Engine Indexing Tips, Social Bookmarking & Collaboration,
Video Conferencing, Web 2.0
Key words for this page: Page optimization,
generating more traffic & visitors to your web page & web site,
efficient writing of online content
This page is not about optimizing a web page for
search engines. It is about writing content that is adapted to search engine
indexing so that your content gets read by the most relevant people, and
many more times than it normally would.
Other web resources you could be interested in:
From the Billion Dollar Site:
Writing Online Content
Optimised for Search Engines
Getting relevant traffic to your web page can mean a lot
more than just eyeballs. It can mean serious revenues from using ad networks
such as AdSense. But is your writing style optimized to making the most of
your web page?
Let’s look at an example. Let’s say you are writing about
the five star hotels in your city (say Chicago).
A non-optimised content would look as follows:
Title of the page: Five Star Hotels in Chicago
Body: There are 75 five star hotels in Chicago and
some of the most reputed names in hoteliering are present here. While Chicago
is one of the busiest cities in the world, the rates at these star hotels are
quite affordable, compared to many other metropolises in the US and even to
the rates in the other cities in the state…
The body of the article could run to a few more
paragraphs, but let’s look at how much better one can write the above
content.
New Title: Five Star Hotels in Chicago – Hotel
Accommodation in Chicago, IL
Body: There are 75 5-star hotels in Chicago, IL and
some of the most reputed names & brands in hoteliering (such as Hilton,
Marriott) are present in the city. While Chicago is one of the busiest cities
in the world and in the USA, the prices and rates at these star hotels
(3-star, 5-star and 7-star) hotels are quite affordable, compared to many
other metropolises in the US (such as New York - NY, Los Angeles - CA), and
even to the rates in the other cities in the state (such as Peoria or
Rockford)…
If you compare the New Title to the old one, you
will see the following changes – there are additional words such as Hotel
& Accommodation, and IL the name of the state in which Chicago is located
has also been included. Similarly, if you see the body of the article, you
will see that where even possible more nouns and names have been included
(Marriott, Hilton, New York, Los Angeles, 3-star, 7-star) etc. It is obvious
that doing these changes will make the entire article to be perceived more as
a “star hotels in specific cities” article by search engines such as google
because we increase the density of the two dimensions (star hotels and city,
Chicago in particular). In addition, your site could be come up in related
searches on New York hotels and Los Angeles hotels as well.
Plus, please observe that I have used the term 5-star once
and used it as “Five Star” in another place. This is to ensure that the page
comes up for both searches on 5-star and Five Star. Remember that a search
engine may not always be able to determine that Five Star = 5-star!
Extending these thoughts further, one can see how a little
preparation and practice can increase the number of relevant visitors to a
web page, for the same amount of effort!
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Give special emphasis on the following:
- Spend a few seconds more on the title – the title
of every web page is the most important item with regard to search
engine indexing and search engine relevance. Make sure you spend a
couple of seconds more while writing the title, and include a couple of
more relevant words if necessary. When you are doing the title, it is
safer to err on the side of more words rather than fewer words. However,
please remember most search engines would consider mainly the first 64
characters of your title. So use more words, but judiciously.
- Include a section “Keywords for this page” in the
beginning: This is useful from many angles. Firstly, search engines
give higher priority to words that happen in the beginning of a page
than those that happen later. Hence, putting down all the key words in
the beginning is a good search engine strategy (please make sure you do
not include too many words / phrases – keep it to a maximum of 10 words
/ phrases). Secondly, a list of key words in the beginning lets the
visitor know what exactly he can expect from your page, and thus it
becomes a sort of abstract for the page. Thirdly, having such a section
helps you focus on the key words relevant to the page – you could end up
adding a couple of more relevant key words which you would have
otherwise missed.
- Synonyms – Make sure you include the closest
synonyms in the body, in a way that reads naturally. For instance, if
you are writing about the Internet, just make sure you include the words
Web & Net in the body at least once, preferably at least a couple of
times. The easiest way to do this would be to use one of the synonyms
(web or Net ) instead of the main word (Internet) in the course of the
article.
- Nouns & Names – Make sure you add any nouns
and names that are relevant to the article. You have seen how this was
done in the example provided above.
- Related Words – After you have finished writing
the article, spend a minute going through the article. While you are
doing that, continue thinking if there are other words that a person
using a search engine could use while searching for content present on
your web page. You will be surprised how many additional words you could
come up with. Include the top 5-10 additional words at suitable places
in your article.
- Links to the Page – Have you given links to the
web page from other relevant sections of your web site? Make sure you
do. Inbound links – whether it is from the same site or from a different
site (even better) – is one of the more important criteria for the
ranking of a web page by a search engine.
- Geographical key words – Does your article /
content have to do with regional or local information? In the example
provided about the Five Star Hotels in Chicago, I had shown how
including more relevant city names makes a lot of sense, and adds value
to the user as well. The same geographical key word focus is true for
content less related to geography. For instance, if your article is
about pregnancy care, it is unlikely you will even think about as many
relevant city names to be included, but it could make a significant
difference between getting good traffic and great traffic. In your
article about pregnancy care, does it make sense to include some
addresses of important hospitals in the key cities you are familiar
with? If yes, go ahead and include it, and do not fail to mention all
the city names (and the hospital names). Please keep it in mind a
significant percentage of searches have a local/geographical portion,
hence remembering to add city names or country names at relevant
locations is useful to the users, and is useful to search engines as
well. While we are geographical key words, also make sure that city
names / state names / country names are included as close to the subject
matter as possible ( example: Bad construction - ABC Hospital in Chicago,
IL has published a number of useful articles for expecting mothers
on pregnancy care. Good construction – You can find useful
articles on pregnancy care at Chicago, IL based ABC Hospital. In
the second case, the terms “pregnancy care” and “Chicago, IL” appear
next to each other; this will make the page come up higher for search
terms such as “pregnancy care Chicago”).
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Credits & Copyright: This page is licensed under the GNU Free Documentation
License.
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