SEO Techniques to Improve Your Search Capabilities

One of the greatest Outreach tools at your disposal is your website. More consumers than ever are using the web and social media applications to gather health information about you and your business.

Many are using search engines, particularly Google, to not only scope you out, but your competitors as well. How well do you rank in search engines? Are your potential customers able to find you easily? Research indicates that visitors rarely go past the 2nd page after Googling a search term. With proper SEO (Search Engine Optimization) copywriting techniques, you can greatly improve your organization’s ranking on search engines and get a step up over the competition.

Need some help? Here are some ideas.

Keyword Search Tool

First, you need to know what keywords to use. There are many keyword search tools out there to help you select the keywords you should be sprinkling throughout your content. Google’s tool is one of my favorites and it’s free: https://adwords.google.com

Work on Your Headlines

Once you decide on the keywords, add some of these to the Headlines of your content. Search engines love this. For instance, instead of writing the header, “About Acme Homes,” on a retirement community website, you can write, “Acme Homes: A Retirement Living Community.”

Also, since search engines read content on a website page the same we do—left to right and top to bottom, position your headline on the top left side of each page. Be sure to add a headline to each page of your website. Make sure these page titles are clear. Always ask yourself if the title of the page make sense if it is the only thing you see.

Think of Number One

Remember to always focus on the number one: one topic, one page; one idea; one paragraph. This aids scanning and makes it easier for search engines to find.

Additionally, the most important information on that site should be located at the top of the page. For all you outreach practitioners, it’s like writing a press release. Think of the inverted pyramid. Also, use keyword phrases as intact when possible.

Include Bullets

  • Bulleted and numbered lists make information easy to scan and quick to understand.
  • Be descriptive—not clever.
  • If you need to, punch it up with question words or numbers.

Add Internal Links

It’s frustrating (at least to me) to visit a website and see a lack of hyperlinks to the internal pages of a website within the body of the copy. For example, if you own a medical practice and mention your dedicated staff of highly qualified physicians on the home page, be sure to add a link to that page within the content. What will be most effective is if you can link the keywords to other pages on the site.

Forget Meta Tags and Keyword Density

One thing to keep in mind is that keywords in the Meta Tags (the coding behind websites) are no longer important. In fact, Google basically said they’re ignoring keywords because of bad apples abusing them. Yahoo stated that while they still index the Meta Tags, the ranking importance given to them receives the lowest ranking signal in their system.

Another practice that is no longer as important is keyword density. However, it is important that your keywords appear naturally in the content. Add the keywords in the content as early as possible (again, think inverted pyramid), and make sure it doesn’t look too spammy. Google and Yahoo hate that and will ignore your site.

Other SEO Copywriting Considerations:

  • Chunk your paragraphs so they are between 150 and 300 words.
  • Cut the fluff and get rid of empty words and phrases.
  • Short pages may be 400 words or less. If you have less than 200 words, you might not have a page.
  • Keep longer pages around 600 words.

Have any suggestion of your own?  Let us know in the comments below!.

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