Category Archives: SEO

An introduction to Writing for Search Engines

writing for search engines

Writing good website copy is more than just writing a coherent, concise, interesting article, we are also want our page to look good to Search Engines! Before we even put pen to paper and start writing our article we first want to visit the Google Adwords Keyword Tool ( https://adwords.google.com/select/KeywordToolExternal ) to do some keyword research. Using this tool we will enter a few article keyword’s that we may want to write about and see what kind of results google will give us. What we are looking for here is a keyword that has a high search volume but not much competition!

Once we have our high ranking keywords from Google’s keyword tool we want to actually visit google and type in our keywords within quotes. For example if your keyword was “Dog collars for Shih Tzu’s” you would type that into google with quotes and take note of the returned results. Typically anything under 5000 results will be reasonably easy to rank for, the more results Google returns then the harder it will be to get your article ranking.

Once we have found a good keyword with not much competition we can construct our article title and then chose 2 or 3 other related keywords to be reused throughout the article that you want to rank for. Your keyword should be in your article title and then throughout the article you will want to use these keywords once every 100 words. We don’t want to “keyword” stuff our content; it should look natural for the sake of your readers and also search engines. Technically speaking you want to keep your “keyword density” between 2% and 5%, for shorter articles aim for around 5% but with longer articles aim for about 2%. This makes the keyword use look very natural to search engines!

writing for search engines

The length of the article is also important. It is common practice that each page you add to your website should have at least 250 words of unique content. In practice however I would recommend 300 to 500 words so you can add some real value. Don’t let this restrict you though, as long as your article is interesting it can be as long as you like!

Break up your article with a picture! It is hard to read large slabs of text on a page and it can be quite off putting to a reader even if your content is really top notch. I like to put my images in the article around 2 paragraphs in. Give the image a caption and also include an “alt” description on the image, for eg:

<img src=”green_parrot.jpg” width=”400” height=”150” alt=”Green Parrot” />

Search engines won’t see the image but they will read the alternate text and the file name of the image. This will help with regular search engine rankings but it will also help with image searches which can be another fantastic source of traffic as well.

Meta and title tags – some SEO basics

seo basics

Whilst you are constructing your website pages it is also important to at least do some very basic SEO in your title and meta tags!

The <title></title> tags of your webpage are very important as these should directly reflect the content of your page and also contain your main keywords you are hoping to rank for. This should also be a captivating title if possible that will draw the attention of your reader as it will be the first thing they see in the SERP results. An example of a good title tag for a “Scottish Terrier dog jacket” article/keyword would be “Keep your dog warm with a cozy Scottish Terrier dog Jacket”. Keep your Title tags short-ish, no longer than 15 words if possible to avoid keyword dilution.

Meta tags are pretty out dated these days but they are still part of a well optimized page. Once upon a time Google gave a lot more weight to meta tags, but slowly they have become less important in Google’s eye’s as webmasters took advantage of meta keywords and included high traffic keywords unrelated to their page in order to gain search engine traffic. In my opinion adding these tags defiantly won’t hurt your page and if nothing more a nice meta description is a great way to catch the readers eye in search engine results as this tag will be shown under your link when your page ranks in search engine result pages. Keep your meta descriptions short-ish also, you don’t want Google to add the trailing dots in it’s SERPS.

seo basics

So what is a meta tag? Meta data is actually “information” about data. That is to say we can already tell Google what our page is about by providing some helpful tags to the header section of our webpage.

Along with a meta description you can also add meta keywords that help to tell Google more about the keywords of your page. These carry even less weight than the meta description these days however.

Here is a full example to hopefully clear things up for you. If we had just written an article about a Scottish terrier dog jackets then we may construct this kind of title and meta for some basic SEO.

<HTML><HEAD>
<TITLE>Keep your dog warm with a cozy Scottish Terrier dog Jacket</TITLE>
<meta name=”description” content=”Do you love Scottish Terriers? Want to keep yours warm? We have a wide selection of Scottish Terrier Dog Jackets!”>
<meta name=”keywords” content=”Scottish Terriers, Scottish Terrier Jackets, Terrier Jackets, dog jackets”>
</HEAD>

And there you have it, with 2 minutes of extra work we have a nicely optimized set of title and meta tags that are sure to catch our readers eyes when they search on Google!