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SEO Writing Strategies for Graphic-Oriented Sites As a copywriter, I'd love to tell you that every site on the Web needs tons of copy. However, the simple truth is not all do. Many sites simply produce better sales when they use more graphics than words. Since search engines are hungry for words you simply have to use copy if you plan to get ranked high. Quite a dilemma, isn't it? So what do you do if you're a graphic designer, if you sell jewelry, or if you have another site that needs more pictures than copy? Don't despair. There are some strategies that can help you reach a happy medium satisfying both your visitors and the engines. 1. Use Descriptions - Place keyworded descriptions under each graphic on your pages. Just a sentence or two for each one can add up and give you enough room to achieve good keyword saturation. 2. Break the Copy Into Sections -
Instead of having all 250-350 words of copy in one place, break your copy
into small sections. For example, place a headline and three sentences at
the top of the page, a few words under your bottom navigation bar, and a
short paragraph above your "Order Now" link. The engines will
find the words regardless of where on the page they are, but your visitors
won't be overwhelmed by seeing all the copy in one place.
3. Don't Neglect ALT Tags - Don't abuse them, either! ALT tags (technically known as image alt attributes) are designed to give short descriptions of graphics on your page. They are read to those who can't see well (when they use special text-to-speech software). Abusing ALT tags by stuffing them full of arbitrary keywords or extremely long descriptions is frowned upon by the engines. However, feel free to assign a short keyword phrase that describes each graphic you have. 4. Go Below the Fold - Copy can always be placed "below the fold." This term is used to describe the section of your index page that is not visible when the page first loads. In order to see it, the visitor would have to scroll vertically. If you've designed your index page to be fully visible without scrolling, consider using the space below the design to insert your copy. 5. Use the Sidebar - If your site design uses a sidebar for the navigation links, use the empty space for short bits of copy. Even the statement "Order ________ Now" will give you one more instance of keyword placement. 6. Create Bulleted Lists - Many people don't perceive lists as copy. For this reason, you can use bulleted lists (or numbered lists) where traditional "sentence" copy wouldn't work. Tip: Instead of creating a list that reads: We meet all your ____ needs by:
· offering the lowest price. Create a list that reads like this: At ABC Company, we offer you:
· the lowest price on ______. See the difference? More keywords in the same amount of copy. If you use a little creativity, you can get enough keyword saturation
in your copy without it cluttering up your site. This is sure to please
both the search engines and your site visitors.
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NeoSoftware Newsletter #136 - Jun 6th, 2000
Buying keyword placement offers a unique form of advertising that allows online business owners to narrow their advertising efforts down to a mere "keyword phrase." Let's face it, there aren't many targeted advertising options out there on the Net that offer such an opportunity to reach targeted customers. What to Do While You're Waiting to Get Listed in the Major Search Engines As the Internet becomes more and more crowded, it's getting tough to get listed on the major search engines. The search engines are flooded daily with listings, and there simply just isn't enough space on the first few pages to list each Website. Even if you do get listed, this may take a while. That's why buying keyword placement on smaller search engines has become a great way to build some traffic to your site while waiting to get listed on the free search engines. When you need visitors quickly and inexpensively, buying keyword
placement gets those results. For example, Goto.com offers a keyword
bidding system that allows business owners to bid on certain keywords,
sometimes at a rate as low as one - ten cents per click through to their
site. This allows them to pay for results and not just advertising. If you
pay one cent per click through, this means that one hundred visitors will
go to your site before you pay the first dollar. Not bad!
At that rate, the risk is minimal and allows business owners to test sales lines, headlines, etc. while driving traffic to the site. All in all, the traffic may not always be astronomical, but it's very targeted. Those visitors actually searched for that particular keyword and then clicked on the link of their choice (two factors that add up to very qualified traffic). If you have a good conversion rate, sales are very likely made using this method. The Three Most Overlooked Benefits When Buying Keyword Placement To sum it up, buying keyword placement offers three major benefits that many online business owners often overlook... 1. targeted customers Test your keyword purchases on a small scale first to see if it's
viable for your company. If so, you can roll-out and multiply! Be sure
you're not overlooking powerful ways to market your online business.
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Coming up with a good navigation scheme can be very hard. The larger the site, the more difficult the task. Having a site with lots of pages and a good mixture of material makes it even more difficult. How do you get your visitors to the information they want without lots of confusing labels, pictures and links? Virtually every site will have some top-level links on their primary entry page. Most webmasters have learned to duplicate those links on most or all other pages on their sites so people can get from anywhere on the site to anywhere else. The problem is that this only gives your visitors a few options. If they don't see what they like, they may look at a page or two, become frustrated and leave. This has happened to me many, many times. I'll visit a site and if I don't see what I want I'll go somewhere else fast. Unless, of course, I find some way to search for what I need. You see, adding search capabilities to your site suddenly gives you an incredibly flexibly, user-definable navigation scheme. Unless your site is very small, it would be extremely difficult for you to provide a navigation scheme which gets your visitors to anything they might need. Site specific search engines provide this capability. Here are some utilities you can install on your web site which will add
searching capability for your visitors. These are useful for the majority
of webmasters who do not run their own servers. In these instances, a
remote utility of some kind is essential as few (if any) hosts will allow
you to modify their servers as needed.
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