Is
The Text On Your Web Site Search Engine Friendly?
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There are many ways to have your web text be search engine
friendly. Let’s start with some simple ones that most of us can understand and
implement. We hope the following tips will help you assess whether your web text needs to
be improved and how to improve it. Or, the next time you create a new web page, keep these
guidelines in mind.
Establishing the key words/key phrases to use
Each of your web page should deal with one topic e.g. You could have a page about
you called "Attorney Profile" and it would be about you being a family lawyer,
or you could have a page just about your divorce service. In the first case, your keywords
would be your name, family Lawyer, family law. If you practice in San Diego, another
related keyword to use would be "San Diego divorce lawyer". In the second case,
your keywords would be divorce, divorce lawyer etc. A tool that tell s you what keywords or related keywords are
most used by surfers.
Often our clients go by their "gut feel" as to what keywords they
should use. While that is a good place to start, we recommend you check it against this
tool from Google which tells you the number of times a specific keyword or key phrase has
been used by surfers. Here is where you can find this Google tool:
https://adwords.google.com/select/KeywordToolExternal?defaultView=%202
For example, do you know that the word "divorce lawyer" is used more often by
surfers than "divorce attorney"? Use of related keywords and key phrases
To provide variety and to help your web text from sounding repetitive, it is
recommended that you use three to four related keywords per page. It also allows you to
capture related phrases that are used by surfers. e.g. you would want to use the phrase
"divorce lawyer" and "divorce attorney" interchangeably on the same
page. - Where to place your key words on your web page
Keyword density
There is also a rule of 5% keyword density – if your page has 100 words,
than your keyword should appear 5 times. - Call to action
- This is often a perfect place to work in your keywords. e.g.
instead of "Contact Us", why not say "Contact Martha Smith, your San Diego
family lawyer to discuss your divorce today."
Look for places to add a call to action
other than at the end of the page. If your text is long on a web page, add a call to
action just above the first fold, i.e. make it so that the visitor can see your call to
action without scrolling.
The final test
The important thing is to read the text from beginning to end one last time, and
if it sounds unnatural, then delete some keywords or find a different way of incorporating
them naturally. You may not end up with 5% keyword density, and you may not - What you must not do
Do not stuff the page with keywords, do not "hide" your keywords by
putting them in the same color as the background color of your page. Not only are these
tricks not search engine friendly, sarch engines actually frown upon them.
This article was written by Martha Chan, Co-Owner and
Vice-President of Divorce Marketing Group, Divorce Magazine, and www.DivorceMagazine.com. Martha
Chan and her company specialize in marketing divorce professionals and helping them grow
their practices. Divorce Marketing Group offers a wide range of marketing services,
including website design, hosting and promotion, video production and promotion, print
advertising, advertising on multiple divorce websites, electronic promotions, and
providing content to divorce professionals with websites.
(More Marketing Resources
for Divorce Professionals )
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