Search Engines are always on the lookout for original content. This is putting more of an emphasis on copywriting, and ensuring your content passes Copyscape. Copyscape is a website that was built to detect plagiarism. Some websites and forums may refer to Copyscape as “CS.” By changing out verbs and restructuring some sentences, you can actually pass Copyscape. However, it is still a good method to detect whether your content is being viewed as “original” by search engines.
I am now going to discuss 7 tips in order to better optimize your content for B2B purposes:
1). Planning - Thoroughly planning your content is important. From the images you are going to utilize, to the message you are trying to convey, to the keywords to utilize. Another important aspect of your planning, is how you are going to use anchor text within your content for internal linking purposes. Internal linking allows you to link to other pages within your website utilizing keywords. Internal linking allows search engines to crawl additional pages on your website. Good copywriting should flow seamlessly through the anchor text.
2). Keep Your Content Focused - The goal for search engines is to provide relevant search results. This is done by their systems trying to decipher what every web page is about. It is important that you keep your pages built around it’s keyword strategy. It is not a good idea to have one page built around several keyword phrases. Instead, if you have multiple topics and keywords, it would be best to build multiple pages.
3). Page Headers/Titles - Titles for your content should be keyword rich, yet you still need to focus on creating an engaging title that draws in your readers. If the heading is engaging, but not keyword rich you can use alternative methods to enhance the keywords. Mainly, use the H1 tag and apply the keyword rich alternative title within those tags.
4). Add Captions to Your Images - Whether you write just a sentence or a short paragraph, you want to write captions for all of your images. Captions underneath images is a great location to add keyword copy. You want to use the captions as a sales pitch, yet also utilize the space for your keywords. Again, the keywords need to match the keyword strategy for the page.
5). Completing ALT Tags - Applying “alt” tags to your images is a very effective method to enhancing your keywords. These alt tags are not seen by your readers, but read by search engines. If you utilize the same image multiple times, you can vary the alt text as well as long as it matches your overall keyword strategy for the page.
6). Don’t Forget the Long Tail Keyword Phrases - Long tail keywords are an expansion upon a more generic search term or phrase. For example, if you are focusing your page copy around “televisions,” your potential customers may utilize “HD”, “Hi-Def”, “big screen” and other related search terms. These additional terms should be included into your copy. Good copywriting will naturally include these longtail keywords.
7). Word Order - Word order is not an important aspect with regards to Pay Per Click. However, in terms of SEO, word order carries significant weight. If your keyword research shows that “Sony Televisions” is searched for more often than “Televisions by Sony” then you want to ensure the more popular search phrase is more prevalent in your copy.
Utilizing all of these techniques, and focusing on improving your page copy will help to enhance the products and services you are offering.
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