A well rounded organic search engine optimization plan will include website content optimization!
We perform the website content optimization process to ensure your website is search engine friendly and full opitmized to obtain proper search engine relevancy scoring to obtain first page placement. Our process includes keyword or key phrase discovery on a per page basis, content and page structure implementation, keyword or key phrase denisty implementation, internal linking and more!
There are aspects of the search engine optimization process that gain and lose importance. Website content optimization is no exception to this. Through the many algorithm changes that take place each year, the weight given to the content on your pages rises and falls.
The goal for search engine optimization or marketing implementation is to build and optimize a website that will rank well on the major search engines and, more difficult and far more important, hold those rankings through changes in the search engine algorithms.
While there are many characteristics of your website content that are in the algorithmic calculations, there are a few that consistently hold relatively high priority and thus will be the focus of this article
The heading tag is code used to specify to the visitor and to the search engines what the topic is of your page and/or subsections of it. You have 6 predefined heading tags to work with ranging from <H1> to <H6>.
By default these tags appear larger than standard text in a browser and are bold. These aspects can be adjusted using the font tags or by using Cascading Style Sheets (CSS).
Website Content Optimization & Special Text
"Special text" (as it is used here) special is any content on your page that is set to stand out from the rest. This includes bold, underlined, colored, highlighted, sizing and italic. This text is given weight higher than standard content and rightfully so. Bold text, for example, is generally used to define sub-headings (see above), or to pull content out on a page to insure the visitor reads it. The same can be said for the other "special text" definitions.
Search engines have thus been programmed to read this as more important than the rest of the content and will give it increased relevancy weight for scoring. This website content serves two purposes. The first is to draw the eye to these words and further reinforce the "brand". The second purpose is to add weight to the "Search Engine Positioning" portion of the name. It effectively does both.
Website Conent Optimization & Inline Text Links
Inline text links are links added right into text in the verbiage of your content.
Website Content Optimization & Keyword Density
With this in mind there are three points that you should consider:
Even if you did know what the optimal keyword density was today, would you still know it after the next update? Like other aspects of the search engine algorithm, optimal keyword densities change. You will be chasing smoke if you try to constantly have the optimal density and chances are you will hinder your efforts more than help by constantly changing the densities of your site.
The optimal keyword density for one search engine is not the same as it is for another. Chasing the density of one may very well ruin your efforts on another.
Website Content Optimization Warnings
In an effort to increase keyword densities, unethical webmasters will often use tactics such as hidden text, extremely small font sizes, and other tactics that basically hide text from a live visitor that they are providing to a search engines. Take this advice, write quality content, word it well and pay close attention to your phrasing and you will do well. Use unethical tactics and your website may rank well in the short term but once one of your competitors realizes what you’re doing you will be reported and your website may very well get penalized. Additionally, if a visitor realizes that you’re simply “tricking” the search engines they may very well decide that you are not the type of company they want to deal with!