The copy on your website is the single thing that the Search Engines give the most weight to when ranking your site. Now, there are a lot of elements that the Search Engines consider when placing your site. In this post, I’ll be talking about the major things that you can do to your body text on your site to make sure that the Search Engines have some solid text to work with. There are more specific tactics that you can use with other areas of the site, but these will give you a good start.
- Plenty of copy: Website copy is one case in which less is not more. You may have noticed that the copy on the average website is getting longer and longer. This is because it works! The more copy you have, the more often you can use keywords and improve your ranking for certain topics, without making your text look too repetitive. And, website visitors are more and more willing to read more text on a site these days – especially if that text is presenting valuable information instead of being blatantly promotional.
The Search Engines have little robots, called spiders, whose sole job is to crawl around the web (meaning, to go out and visit lots of web pages, which they find by following links) and examine the copy on websites. They look over the site, and first they’ll discard the common words – a, and, the, they, he/she,… words like that. They’ll sift through all the words on the page, looking for the most specific words that they can find.
These specific words are referred to as keywords. The Search Engines place a lot of importance on keywords from two angles. First, they’re the words that they examine your site for and base your ranking on. Second, they’re the words that Search Engine users will type in when they’re starting their searches. So, when you’re creating your keyword strategy, and planning the keywords to use in your site, you want to consider both angles.
The Search Engines look at your content for keywords, and they rank you based on the frequency with which those keywords appear on your site relative to your other text. This is referred to as keyword density.