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Content is the lifeblood of you Web site. Well-written, original content is essential to the success of your Web site efforts. Web sites with keyword-rich, naturally flowing, original content are judged better than web sites that simply stuff keywords into otherwise poorly written text.

Write for People, not Search Engines

The algorithms of today’s popular search engines are sophisticated enough to determine whether a page is acceptable for human consumption; search engines tend to favor and reward high rankings to Web sites with well-written original content.

Keeping your content flavorful and persuasive is the best way to accomplish superlative rankings and consistent conversions.

Search engines grant high rankings to Web sites deemed most relevant and valuable to the user; therefore, writing for search engines and writing for people are not mutually exclusive concepts.

• Write original, persuasive, and natural content
  if your content is original, persuasive and has a natural tone, search engines tend to recognize it as worthwhile and therefore rank it positively. Packing too many keywords into your content creates an awkward tone and unnatural flow.
• Structure your content with your reader in mind
  it is beneficial to view content as your Web site’s salesperson. Your content must address the gamut of possible questions and concerns your reader may have regarding your product, service or message. Supply genuine, thought-provoking product information rather than hollow, stale slogans.
• Avoid Poor Grammar
  Your Grammar should be of the highest caliber. The key to writing accessible yet impressive content is determining the level at which your target audience reads.
• Write Useful and Informative Content
  it is important that your content be informative, concise, and easy to navigate. Write in a concise manner and use headings, subheadings, bold type and similar formatting that illustrate the information contained in each subsequent section of your page.
• Using Bold-Type Headings
  many inexperienced copywriters make the mistake of writing their material in one large block of content without headings that grab the reader’s attention. Some readers are looking for specific information, and consider the task of reading the giant blocks of content to be too time consuming.
• Using Call-to-Action Statements
  present your readers with readily accessible call-to-action options such as Sign Up Today or Register Here. Make it eye catching, reminding readers that they can take action whenever they feel ready.
• Write Interesting Content in a Friendly Tone
  On of your main goals is to keep readers engaged long enough for them to read all the facts: the best way to accomplish this goal is to entertain while informing. Keep your content interesting and persuasive, and you will be pleased to find that not only people but also search engines will enjoy it.

Avoid Duplicate Content

A trustworthy content writer understands the importance of writing and maintaining original content on a Web site. Search engines award original content and penalize identical content.

Tools exist that allow you to scan the Web for instances of duplicate copy and prevent plagiarism of you work from ever happening.

One of the most commonly used tools is Copyscape.com. It offers a free plagiarism warning banner that you can display on your Web site to deter others from stealing your work.

You can submit reports of spam to Google at: www.google.com/contact/spamreport.html. Or to Yahoo: http://help.yahoo.com/l/us/hahoo/search/spam_abuse.html . Microsoft’s webpage: http://feedback.live.com/eform.aspx?productkey=wlaccounts&mkt=en-us.

The most successful way to minimize this common problem is to write unique titles and descriptions for all your products when submitting them to comparison engines and affiliates.

Using Proper Keyword Density

The goal of search-engine optimization is to make sure that your Web site ranks at the top of the search results when high-converting, target keywords related to your product or service are typed into popular search engines as search queries. Using proper keyword density is a process that includes the strategic repetition of select, target keywords and the minimization of nontarget keywords throughout your content.

Keyword density tools like WeBuildPages.com can help you with this process. Once you identify your competitors that rank #1 for the keywords you want to rank for, use the keyword density tool to look for similarities among them that you can use to rank well.

Tip: As a rule of thumb, search algorithms apply more weight to the title of you Web page than the density of the keywords on it. Therefore, your most important target keywords should be contained in your title and should also be dispersed throughout the content of your Web page. Keywords should not be repeated more than four to six times per 350 words of content. It is best to optimize each page of text, including title, for no more than two keywords or phrases.

Using Latent Semantic Content

Search engines use latent semantic indexing to determine a site’s thematic relevance to a particular search query. You can use latent semantic content to create relevancy while maintaining the organic flow of your content.

In the world of organic search, latent semantic content refers to words that are connected thematically to a specific search query.

If you perform a synonym search for ~apple on Google, the result pages then show several terms highlighted in bold type. Quintura.com is also an excellent source for latent semantic keyword research.

Keep Content Current

It is vitally important to you Web site’s success that you update content on a fairly regular basis. Search engines consider fresh content to be of greater value than outdated content. There are many ways to keep content fresh and original. User-generated content from testimonials, forums, and blogs, as well as content through content aggregation networks, are highly recommended methods for supplying your site with fresh, stimulating content.

Another approach to keeping content current is through the use of free content aggregation systems such as Really Simple Syndication, or RSS. RSS technology allows you to subscribe to various content sources, such as relevant news and blog feeds.

Freshcontent.net offers a newsfeed. YellowBrix.com is a leading paid online content aggregator that offers real-time online syndicated content from reliable and respected premium sources and numerous industry-specific trades.

Another approach to keeping content fresh is to launch a company blog.

Optimize Non-HTML Documents

For SEO purposes, you should fill you page primarily with textual content rather than image files. Bottom line: Text lends itself to SEO: images do not.

If you choose to post non-HTML files to your Web site, you can optimize each document to improve the results when search engines index them. Make sure that it contains readable text.

Treat each PDF file lie it is a separate Web page and link to it from your sitemap the same way you would an HTML page. Break your PDF documents into several smaller documents if it is very large or if it contains multiple topics. PDF files should be used sparingly and large PDF files should be minimized.

HTMLDOC 1.8.27 from Easy Software Products located at www.easysw.com/htmldoc is a tool that provides a free 21-day demo.

If you have a very popular PDF file, you may want to consider structuring it as an e-book and charging your visitors to view it. The downside of an e-book is that because you restrict access to it, search engines do not index it and therefore your Website is not ranked based on the content of the book.

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Choose a Topic

If you are starting from scratch and do not have a previously developed Web site to begin working on, choosing a topic for your Web site is the first step in starting a successful search-engine-optimization plan.

Increasing your Web site rankings for competitive topics is much more difficult than increasing rankings for less competitive topics.

Most general terms are very competitive and extremely difficult to rank for. Google provides free acces to its Keyword Tool at: https://adwords.google.com/select/KeywordToolExternal.

This tool is extremely useful if you are building out a pay-per-click advertising campaign.

Find Your Target Audience

Your target audience is the group of people that you are trying to reach through your online marketing efforts. Target audiences are often defined by demographics such as age groups, nationalities, or specific interests.

Make sure you speak the same language on your Web site that you target audience uses. Rather than waste time trying to figure out what that audience is later, try to define your audience early in the search-engine-optimization process.

You can use a tool like google Trends to discover trends in the popularity of different search queries: http://www.google.com/trends.

If you Web site users are turned off by the Web site design, they may not stick around long enough to read the content anyway. When you design your Web site, be sure to design it around the tastes of you target audience.

Set a Budget

Web Design and Web Development Cost

Web site design can not only affect search-engine rankings, but it also can directly affect your site’s conversion rates. The conversion rate of you site is the percentage of visitors that are converted into a sale. A difference in only a fraction of a percentage point can have enormous impact on whether a search-engine-optimization campaign is profitable or a drain on financial resources.

Keyword Research Cost

A quality keyword research and analysis tool is often on of the first investments that any search-engine-optimization specialist makes. The cost varies from $50-$100 a month.

Content Development Cost

You may decide to outsource content creating to skilled copywriters who write content at an hourly rate. These rates vary depending on the skill and experience of the writer. You should expect to pay between $15 – $75 per hour for content writing. To compete with other Web sites in competitive markets, your site has to contain a substantial amount of unique relevant content.

Set Goals

Search-engine optimization is not an exact science, and even if you follow best practices, there are no guarantees.

Process Steadily

Spread out your search-engine-optimization work over time or risk a penalty from search engines for trying to manipulate their ranking algorithms.

Focus on Natural Growth

The search engines what to see a slow, steady, and natural growth of your Web site.

Keep Up with Industry News

Unlike many other industries, search-engine marketing experts are generally not afraid to share some of their best secrets. Respected industry blogs like Search Engine Land, SEOmoz, pepperjamBlog and others are updated frequently. Customize a free newsreader like Google’s personal home pages to display the most recent entries of your favorite blogs.

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Technorati is a popular search engine for searching blogs.

Del.icio.us is a popular social bookmarking Web site that allows users to share the sites that they visit most frequently and allows other users to gauge which sites on the Internet are most popular.

If you sell products, chances are you can benefit from having your products listed in shopping search engines, such as Shopping, com, Shopzilla, and Shogging.com.

Your title and description for both services should include keywords that someone looking for your product is most likely to use.

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