Using an algorithm (a mathematical formula based on hundreds of pre-set criteria) search engines rank web pages from those they deem most relevant to those deemed less relevant.
Web page copy must therefore be written to satisfy the “keyword criteria” needs of the search engines in order to be ranked well at the top of listing results.
Web pages that consistently maintain high rankings are usually constructed with excellent keyword rich html text on static pages.
“Search engine friendly” copy simply means giving the search engines what they come looking for. Professional web content writers understand this and write keyword rich text content that satisfies the needs of the search engines while still being valid for the visitor.
Once they research and understand what phrases visitors are using to find what a website is offering, they choose their keyword phrases carefully. Each page is then written to be content rich around a theme that supports a main keyword.
Inevitably writers will use variations of a keyword phrase (or other less compelling keyword phrases that relate to a particular theme) and work them into the copy.
Search engines look at a variety of criteria as they relate to keyword phrases including keyword frequency, weight, prominence, proximity and placement within the text and within the html.
While each search engine has their own criteria there are a few accepted norms for keyword placement within the text content and within the html coding. It is the writers’ responsibility to understand and utilize these norms.
Spam techniques like hidden layers or hidden text should be avoided to avoid the threat of being penalized or banned.
While individual pages should contain unique content they still must work to support the targeted keyword phrases throughout the site. The elements of content creation for the search engines are decisively different than those for the visitor.
A website that satisfies the needs of the first audience stands a greater chance of climbing to the top of the search engine listing results and becoming visible to the searcher.
The website text content must then satisfy the needs of its second audience in order to convert visitors into becoming clients.
It is imperative that a site’s text content be written or crafted to satisfy these two distinctly different audiences.
The craft of writing for the Internet is no ordinary job and the talents of a professional web content writer can make a world of difference in satisfying the needs of these two, very distinctly different audiences.
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