As part of 2009’s Search Marketing Secrets series, you discovered that using effective keyphrase research is one of the top three ways to create breakthrough results for your company.

Keyphrase research allows you to find out what language your prospects are using to find the products and/or services that you offer. By incorporating the results of your keyphrase research into your page copy, you are guiding prospects towards your site – where they can order your products and choose your services.

When you write optimized website copy – that is, copy containing the keyphrases your prospects use – write for two different audiences:

1)   First, write for the people who visit your website. They are the ones who buy your products and services. So, your text must be clear and compelling to them.

2)   With optimized copy, you’re also writing for the search engine spiders. Once the spiders understand what your web pages are about, they can return those pages in response to prospects’ queries. So it’s important to provide enough cues (keyphrases!) to the search engine spiders so that they “understand” what your pages are about – and always remember that your main audience is the people who visit your site.

Here’s how optimized copy helps your company.

Think of using keyphrases as placing breadcrumbs down so that your prospects can use them to find your site.

Here’s an example. Let’s say that you’re a professional organizer and you’ve found, through keyphrase research, exactly how prospects search for your services. There are a steady number of searches on “professional organizer” and “certified professional organizer.” You’re proud of your certifications and that’s a key differentiator for your business – and so you select these keyphrases as part of your core strategy.

When you put those phrases in strategic places in your text, you’ve increased the chances that the search engine spiders will present web pages from your site when people search on the keyphrases that you’ve placed in your optimized copy.

Search engine spiders have actually become more sophisticated and are capable of doing more than making exact matches between the text typed into a search engine box and the text found on your website –we’ll cover that in a  future post.

Optimized content on your site can appear in many formats, including:

1)   Web pages where you’re selling your products and/or services

2)   Informational articles that educate site visitors

3)   Blog posts

4)   Press releases/news updates

5)   Archived e-newsletters

Next month, we’ll share part 2 of our successful copywriting series – giving you more information to help attract targeted traffic (sales leads!) to your website.

This month’s opportunities:

Knowledge is power – this month, you’ll be filling any gaps in your understanding of SEO copywriting.

  1. Read through the Search Marketing Terms Glossary
  2. A few quick reads about blogging:
    1. Discover how to create an editorial calendar for your site’s blog.
    2. See how corporate blogs really do influence buying decisions.
  3. Read about how to create effective landing page copy on your site.
  4. Discover what questions your prospects are asking – and then answer them on your site.
  5. Bonus: read back issues of the newsletter here: to learn more.
  6. Burning question or comment? Email me at

About the Author: Leslie Carruthers is President of The Search Guru, a best practices full services Search Marketing firm creating breakthrough results for their clients since 2004. Leslie can be reached at 440-306-2418