{"id":1322,"date":"2010-03-26T07:57:59","date_gmt":"2010-03-26T07:57:59","guid":{"rendered":"http:\/\/www.questionpro.com\/?p=1322"},"modified":"2023-04-28T04:52:50","modified_gmt":"2023-04-28T04:52:50","slug":"optimized-copywriting-help-the-search-engines-recommend-your-company","status":"publish","type":"post","link":"https:\/\/www.questionpro.com\/blog\/optimized-copywriting-help-the-search-engines-recommend-your-company\/","title":{"rendered":"Optimized Copywriting: Help the Search Engines Recommend Your Company"},"content":{"rendered":"

We don’t often think about Search Engine Optimization as “research” or “market research”. \u00a0In fact, the behavioral data that comes from a good search engine strategy can make your site more appealing to your target audience and more profitable for you.<\/em><\/p>\n

This is another installment of our monthly series on search engine strategies from The Search Guru. \u00a0Enjoy.<\/em><\/p>\n

Last month\u2019s blog post focused on creating compelling benefit statements in your copywriting<\/a>. Now we\u2019ll offer tips on positioning your site so that more people can read about those benefits \u2013 and then purchase your products and\/or services.<\/p>\n

There is a simple, effective way to help the search engines \u201cunderstand\u201d your copy so that, when people search on Google<\/a>, Yahoo<\/a>!, Bing<\/a> and the like, YOUR<\/strong> company can appear as a result.<\/p>\n

We\u2019re talking about using an effective internal linking strategy to help boost the visibility of your company\u2019s website.<\/p>\n

What is Internal Linking?<\/strong><\/p>\n

A \u201clink\u201d is hyperlinked text that leads a site visitor from the page he or she is viewing to another page on the Internet.<\/p>\n

An \u201cinternal link\u201d is hyperlinked text that links from one page on a website to another page within the same website.<\/p>\n

Take a look at your website. If someone arrives at your site, will each of your top-level pages include links that would help the site visitor quickly and easily find the information he or she needs about your products and\/or services? If not, it\u2019s vital that you fix that as soon as possible by strengthening your internal linking.<\/p>\n

Once the top-level pages contain a logical, helpful internal linking structure, then move on to the next level of pages \u2013 and so on and so forth. This is extremely helpful to site visitors but it\u2019s also important for another reason, too.<\/p>\n

Benefits of Strong Internal Linking<\/strong><\/p>\n

Search engines send out \u201cspiders\u201d to \u201ccrawl\u201d around your site to determine the focus of your content. These spiders rely significantly upon hyperlinked text to locate and then thematically index web pages so that these pages can be properly indexed. Once indexed, these pages can be returned when people search for products and services online.<\/p>\n

If one of your web pages is NOT indexed by the search engines, then it cannot be presented in response to a relevant search query. Simple as that.<\/em><\/p>\n

Three Powerful Internal Linking Strategies<\/strong><\/p>\n

1)\u00a0\u00a0 Add relevant keyphrases to your site\u2019s navigational links. When choosing keyphrases to use, ensure that they are:<\/p>\n

    \n
  1. Searched upon<\/li>\n
  2. Relevant to your website<\/li>\n
  3. Achievable (not too competitive; we often recommend that clients choose keyphrases with competition under two million web sites)<\/li>\n<\/ol>\n

    If you need to review how to create a supercharged keyphrase research strategy, check out these two posts:<\/p>\n

      \n
    1. Secret 2 Revealed: Use the Keyphrases Your Customers Use<\/a><\/li>\n
    2. Attract Prospects to Your Site Through the Words You Use<\/li>\n<\/ol>\n

      2)\u00a0\u00a0 Add keyphrases to internal links that already exist in the body of your text.<\/p>\n

      3)\u00a0\u00a0 Look for opportunities where you can naturally add more optimized internal links within the body text of your site.<\/p>\n

      Whenever you\u2019re linking from one internal page to another internal page, make sure that the link goes to the most relevant page on your site.<\/p>\n

      Neil Patel, digital marketing expert and co-founder of <\/span>NP Digital<\/span><\/a>, has some additional insights for making the most of your internal linking strategy:<\/span><\/p>\n