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Keyword writing is a critical tool in strategic web site marketing. This

type of writing emphasizes and repeats industry specific keywords and

can actually help recruit clients from new and niche markets. In addition

to harvesting keywords from web site statistics programs, a savvy

internet marketer will consider what visitors are most desirable and

lucrative and lure them to their site. Driving that audience there can be

achieved through the careful selection and repetition of keywords. The

more the keywords are mentioned on a web site, the more easily a user

typing them into a search engine will find a company or organization.

Case Study of a Realtor

One of the clients of Sidhe Communications is a successful REALTOR

in Williamsburg, Virginia: Elaine VonCannon, http://voncannonrealestate.com [http://%0D%0Awww.voncannonrealestate.com]. We utilized Williamsburg as a keyword

in her web site writing, and also plugged in terms like retirement and

relocation, home buyer and home seller, and other words which would

bring the buying clients to her site.

Sidhe Communications keyword writing strategy worked. Not only are

there measurable traffic increases in months where articles were

published and syndicated on the web with these keywords, this

Realtors’ client base actually grew from $100-300,000 home sales, to

$400,000-1,000,000 home sales. By honing in on activities of a wealthy

homebuyers, such as horse stabling and riding, boating, and golfing,

Ms. VonCannon was able to draw the right traffic to her site, which led to

a measurable increase in her sales in less than one year’s time.

Strategic Planning and Web Site Content

Web sites are built because a company, organization or individual has

a need. Often there is a need to convey information, provide forms for

download, or forums for discussion, generate leads, and educate the

public. However, the more savvy internet marketer will begin to develop

web site content based on the needs of the search engines and the

consumers using them. Search engines are text based and the

computer is looking for repetition of words or numbers for ranking

purposes. The more a keyword is mentioned on a site, the higher a

search engine ranks them.

There is no reason why writing for search engines should be

incompatible with company objectives. A skilled writer can help

orchestrate a company’s needs in sync with keywords. Advance site

planning is crucial for success. Developing a list of keywords specific to

an industry, and implementing textual ideas related to these keywords

are vital components of a successful internet marketing strategy.

Build Web Site Content from the Ground Up

Some web sites resemble towns built without much urban planning.

Others are visually intense and appealing but do not have enough

keyword text on the home page to rank high in search engines. When

developing a site or revising the content of an existing web site

significantly, always begin with a well thought out plan that incorporates

a list of 10-20 commonly used keywords for the industry and

incorporates keywords which will attract a specific client base. This

outline can be extensive, and can be revised from time to time, as the

company or organization’s needs dictate. Don’t daunt yourself with the

Herculean task of having all categories filled out at once, but before

going live with a site, at least cover most categories visible to the public

on the home page. Slowly build the site content out always repeating

the keywords chosen in ways that will inform and not annoy the reader.

Use Article Writing and Syndication to Invigorate Keyword Writing

A common and effective strategy to increase web site traffic is to write

and publish informative, educational articles on the internet about a

company’s products or services or an organization’s mission and

purpose. Articles are syndicated on the internet with bios that contain e-

mail and web site links. The more links to a site visible on the internet,

the higher a site ranks in the search engines.

Articles written for Sidhe Communications’ clients are intentionally

peppered with numerous keywords and then posted on client home

pages – thus increasing the number of keywords built into a site and the

interesting traffic that visits the site to read the articles.

Try Blogging With Keywords

Blogging is quickly changing from a venue for political pundits and

gossips to a highly respected form of digital media. Create a menu item

for a blog on a web site, then Blog with keywords on a regular basis.

Once the blog is set up, it is an easy way to add even more keyword rich

content to a web site, and build an audience with similar interests.

Interactive blogging, which allows visitors to leave posts after reading

the blog, is a great strategy that makes the web site even more dynamic.

Digital Press Releases with Keywords to Increase Traffic

From time to time, companies and organizations may benefit from

disseminating digital press releases. Like articles, these press releases

should be keyword rich, and will be published widely across the internet

with links to the site embedded in the actual text of the release, thus

increasing rank on search engines and visibility and click-thrus for the

web site.

Implementing any or all of these keyword rich writing strategies will

inevitably aid in the overall ranking of a web site on a search engine.

For the 21st Century marketing guru, adding keyword writing into the

mix of innovative marketing approaches will pay off royally.

Elizabeth Kirwin has published work in national magazines and newspapers. She is co-owner of Sidhe Communications [http://www.sidhecommunications.com] in Asheville NC. She develops web sites, newsletters, brochures, and internet marketing plans for businesses, non-profits, and health care ogranizations nationally. For more information, e-mail ekirwin@bellsouth.net.

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