Easy Way to Boost Natural Search Rankings

January 2007

Here’s an easy way to boost your natural search rankings. And it’s something you can do right now. Read on to find out.

Easy Way to Boost Natural Search Rankings…

And you can do it right now!

Integrating keywords into your online copy is more than simply plugging them in somewhere on the page. The point of optimizing copy is to boost relevancy in the eyes of the search engines. That’s what boosts your natural ranking. The way to do that is to include keywords and phases in the following strategic areas starting with the meta data:

  • meta title — this is the area at the very top of your browser window. If you’re using Internet Explorer it’s a blue horizontal line with white knock-out type. If you’re reading this, look up to the top of the window. You should see, “Integrated Marcom Minute – Microsoft Internet Explorer”
  • meta tag “keywords” — this is where you place all keywords and phrases that your potential customers use to search for your products.
  • meta description — this is a brief summary of the content. Some companies use a sentence from the first paragraph of the body copy and add a brief call to action. (Note: Although meta data is not visible to visitors, the meta description is usually displayed on the search results page beneath the hyperlink.)

To fully optimize for search, you have to create relevancy between the copy in the meta data and the actual web page copy, beginning with headers:

  • h1, h2, h3…h6 headers — these are the html tags that wrap around headers and subheads.

    For example, right click and select “view source” on this newsletter. It opens up Notepad and displays all the html code. Scroll down through the code until you see the following header:

Quick Tips on Copywriting for SEO

You’ll see an “h3” preceding it and a “/h3 at the end. Note: If you’re just using boldface copy without h1, h2 or h3 tags, then it’s not effective in boosting relevance.

  • body copy — this is the running text that follows a header

Here’s an example of how writing for SEO works:

Let’s say you’re searching for “discrete manufacturing software for automotive manufacturing” and the organic search turns up “ABC Company”

Meta data:

  • meta title — ABC Company ERP for Discrete Manufacturingin Automotive
  • meta tag — discrete manufacturing, automotive discrete manufacturing, improve cost-effectiveness of discrete manufacturing, ERP plus other relevant keywords and phrases
  • meta description — “Reduce automotive manufacturing costs and keep consumers happy with ABC Company ERP for discrete manufacturing. Learn how your automotive operation can operate more cost effectively.”

Body Copy

  • h1 header — Discrete Automotive Manufacturing Can Be Cost Effective
    Copy: Discrete manufacturing is great… it let’s your customers customize their ride. But discrete manufacturing can also be costly.
  • H2 — ABC Company ERP for Discrete Automotive Manufacturing helps you reduce automotive costs and keep consumers happy. (this copy taken from the meta description)
    Copy: I think you get the idea here…

See… It’s not just about sprinkling keywords throughout, it’s a strategy for including them in the most effective places. Search engines crawl a page hierarchy from meta data to header tags to body copy identifying keyword matches… the more matches, the greater the relevancy and the higher your search ranking.

Copywriting for SEO is really a frame of mind. You have to think like a search crawler and write with that strategy in mind.

“Weasel Clause”: Good copywriting alone may not boost your rankings. SEO is about integrating relevant copywriting, along with other elements such as a linking strategy. There’s a synergy that takes place when all of these are integrated. The result… better natural rankings!

Now that’s integrated marcom!

More next time…
Joan Damico

J. Damico Marketing Communications
(845) 778-5095

PS Need help optimizing your copy for search? Click here and let me know when it’s good to talk.