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Keywords are not a Short-Term Fix

 

A Web Copywriting Tip by Nick Usborne

 

From time to time I receive emails from people asking me how to identify the best keywords to get their sites a higher listing on the major search engines.

 

Here, more or less, is what I say:

 

It’s a good thing to know the best keywords for your home page and the other pages of your site. But changing keywords, or adding a new page with great keywords, is not going to create miracles with regard to your listings.

 

As with all aspects of SEO work, using the best keywords correctly is part of a long-term strategy.

 

Yes, make sure that your key pages are well optimized, with keywords that are used frequently by searchers, but are not served well by your competing sites.

 

Then make sure that your site is very clear, very simple and very intuitive for your readers. This means having a simple site architecture, a clean sitemap and text links that are descriptive and genuinely useful in helping people find the pages they are looking for.

 

Use your page headlines to clearly describe which topic is being addressed on that page. Try to keep each page focused on just a single topic.

 

While you do all this – the creation of simple, intuitive pathways through your site for you readers – you will naturally be optimizing your site for the search engines at the same time. Your best keywords will find a natural place in links, headlines and subheads.

 

Put the needs of your readers first, then make sure you have got the basics right with regard to the keywords.

 

When your whole site undergoes this kind of user-centric SEO upgrade, then you have to wait. Google and others time their time when it comes to raising your listings.

 

Be patient. If it’s speed you want, for whatever reason, you’ll need to invest in some pay-per-click advertising. Getting it right with organic search takes time.

 

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