Page Content and SEO
Page content (or page text) is the only part of your site where the viewers can read about and understand your products or services and this is one of the best tools you have to sell prospective customers, but remember that this content will have to rank well with the search engines so the viewers can find it. Since search engines use keywords to rank pages, you will have to incorporate your keywords in your page content. Each page should be clearly targeted towards not more than two or three well-researched keyphrases.
Your home page is likely to be the page that will be viewed most often simply because it is the page that is usually linked to the most and which thus ranks highest. Your subpages can also rank just as well if you construct them carefully and provide links to them. We recommend a minimum of 250 words on a page as that is about the minimum number which enables you to express your marketing message clearly and that is also about the minimum page content for the good search engine rankings.
Page Structure and SEO
It really does not make a great deal of difference to your Search Engine rankings if you use tables or Divs to layout your pages, but I tend to prefer the use of divs and CSS, simply because it produces less code and because it enables you to do things that cannot be done in other ways, like the spiderable drop-down menus we use here or the disappearing Intro section used on the home page. There are occasions when tables are useful even when you are using CSS, but IMO their use should be limited.
Begin every page and every major section of a page with a header and an introduction that explains what is covered below. Keyword prominence is as important with content as it is in your page title or meta tags, so put your most important content first. A good rule of thumb is that spiders will heavily weight the first 25-30 words on a page and some spiders may assign more weight to the end of a page so you may want to consider a summary that includes your keywords and if that summary includes what many terms a call to action, or a strong statement urging the viewer to take action.
Your pages should contain text that is relevant to the keywords selected for that page in order to rank well and should deliver in a clear and concise manner the message that the page is targeting.
Cascading Style Scripts(CSS)
CSS is more than just a means to separate your formatting from your content or reducing the size of your pages, (though it is superb in these areas). CSS allows you to take advantage of the latest technology and effects and offers great convenience since external CSS style sheets allow you to make site-wide changes simply by changing just one file.
By using CSS you take complete control of the text on your page, such as creating the mouse over effects we have used on the navigation links. You can use different styles for different browsers, and much more.
Keep your reader's attention on the content you want him to read. Don't distract him with graphics or colorful items alongside the text he is reading.
Make it easy for him to read, choose muted colors on your site with plenty of contrast between text and background. Use text that can be resized as the viewer wants and use simple fonts that can be easily read.
Don't worry too much about keyword density on your pages. Write about the keywords selected in a natural manner, make sure it reads well, and then review it with an eye to making sure that you have used the keywords intended a few times.
In our next post, we will discuss SEO copywriting