Writing Content for the Web

Writing Content For Internet Marketing

Last updated: 11 Sep 2007

by Michael Briggs. 7th November 2005.

Writing Web Copy is not the easiest of tasks. What many people fail to grasp is that you are not solely writing for the public you also should be writing it with the search engines in mind. As everyone knows having two masters is not the easiest thing to do. The solution is to write using a prescribed methodology and not hope that your Content is good enough. The solution that seems to be advocated in some quarters is to steal someone elses content and use it on your site this will not work it is far mor likely that stealing another websites content will get you penalised.

Writing Content for the Web - Stage One: Keyword Research - To get the most from the web you have to know what are the words that you want a web document to rank for. You may be surprised at how often we are presented with proposed Keywords by client where there is either no market or little chance of achievability. This research can be carried out reasonably easily online. If you visit sites such as the Overture Keyword Suggestion Tool or Word Tracker you can find the keywords that are currently being used online by searchers and the frequescy with which these searches are being performed. By entering the words you think your site should be important for you will discover the words that you should be ranking for.
Writing Content for the Web - Stage Two: Understanding the Market - From the list of keywords you have created you should go to a Search Engine and search for them. The sites that rank well will show you two things. The style of language that is the norm in the marketplace should become your style, you want the content to be as focused to your market as possible. Secondly you need to understand the kind of keyword densities that the competition is using and how it is used. In simple terms how many times is the keyphrase on the competitors page, how close are the keywords to each other in the document, how are they spread throughout the document and where are the located in the content. From this you will have a grasp of the densities you need to achieve and the placement of the words within the densities.
Writing Content for the Web - Stage Three: Writing the Content - Just write about the topic area with the keyword in mind is probably the best way forward. Dont start by looking to achieve a greater Keyword Density than anyone else. Write the content fluently in the market style and then check the densities with an online tool such as http://www.keyworddensity.com/ and you should find if you are close to the leader. If you are on a similar par with them, within about 0.5% your doing good if you are too far under or over you are likely to not gain the benefit you otherwise could or your content could enact a filter from the search engine for keyword spamming.

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