1. Define Target Audience: This first step is critical to a successful campaign. Many times our clients may say we want to rank for a specific one word phrase. In example one client come to us in the automotive industry who said they were only interested in ranking for the key term “New Cars”. After a short discussion with the client we found they had been spending thousands of dollars on there Pay Per Click campaigns and continually losing money. The client assumed that the term new cars was the best term for them and didn’t realize that it was so non descriptive that only one in 200 clicks were actually helpful for them.
When we worked closer with the company we found out they were providing financing for new cars. By changing from a two word term to a three word term there conversion rate sky rocketed. In the end the client cut the amount of traffic they were driving to there site, cut there spending and increased the number of people signing up per day. This may seem simple to some people but a lot of clients don’t realize they must predefine there target audience by the keywords they chose to use in there body copy.
2. Keyword Research: Keyword research should help you father defines your target audience. With keyword research you will be seeking other term that are related. There are many tools out there to help with this research. You should be targeting 8 to 15 keywords for a highly optimized article. A less optimized SEO article may only target 3-10.
Keyword Tools
- Overture Keyword Selector Tool
- Wordtracker
- Trellian Keyword Discovery tool
- Thesaurus
In your keyword research you should also be sure to find as many qualifiers. as possible In example what is a customer looking for if they do a searches for the keyword mustang, are they looking for a car or a horse? If the customer was looking for the car a qualifier may be Ford or 5.0 or any one of the many qualifiers that distinguish the car from the animal. In doing this you are also building out key phrases that are 3 and 4 words long, which give you even more opportunities of capturing highly targeted SEO traffic.
3 Write Article: There is much debate over how long an seo body copy article should be. We have seen pages rank with as little as one paragraph and as long as a 10 page word document. So the specific length on the body copy will vary depending on its use and target audience.
Things to keep in mind when writing your copy
- Title Tags
- Meta Description
- Meta Keywords
- Headings
- Alt Text
- Cross Linking
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