Writing SEO and User Friendly Site Content
By: Gail Notestine, CGAP
In LESSON 2, we taught you about writing search engine friendly meta tags and their relationship to your site content.
In this lesson, we will teach you how to write good, intelligent site content that interests your visitors and makes them stay on your site, yet contains the correct keywords to keep your Search Engine rankings high.
Now that you have your meta tags, you will need to work on text content, anchor text and alternate tags.
As I stated above, your site should be broken down into categories, not just for products, but for information resources.
In our next lesson, we will cover the type of site content that you should design, for your categories, to ensure that your visitors stay and visit more pages.
Your menu or navbar should have links to each of your main categories, in this case, I would suggest:
- DOG SUPPLIES
- CAT SUPPLIES
- FISH SUPPLIES
- DOG RESOURCES
- CAT RESOURCES
- FISH RESOURCES
With appropriate fly-outs for sub-categories. (Such as dog collars and leashes, dog food, dog bowls, dog toys, cat collars, cat food, cat toys, etc.)
Try to keep your Main Navigation bar or Menu simple and easy to navigate. Visitors have a tendency to leave a complicated site quickly.
If your site is a product sales driven site, chances are that your subcategories would take you to a product page. Most sites just have a listing of products, with no SEOd content in their descriptions. The "Category Description" area of shopping carts, are a TERRIFIC area to used keyword rich text.
For instance, if a person clicked on the "dog collars and leashes" sub category, they would land on your page that sells dog collars and leashes. Most of the time, the only description would be "dog collars and leashes"...with no additional text. Yet, if you type in "dog collars" and "dog leashes", the most searched for terms are:
- dog training
- dog collar
- dogs collars
- collar dog
- dog collars
- pet collars
- pet supplies
- pet beds
- dog beds
Your description text might read like this:
<em>Dog collars</em> and leashes for all sized dogs. Whether you need a <em>dog collar</em> for a casual walk or for <em>dog training</em>, we have the <em>collars</em> for you.
The <em> tag is used to EMPHASIZE the text within the tags. It tells the search engine robots that this is important text and that they need to pay attention to it, when indexing your site. The words, within the <em> tags should match the keywords in your <meta keywords>. This tells the search engines that your site is actually ABOUT what you said it was about, in your meta tags.
Besides product pages, you should have a lot of other content pages, related to your site theme.
For instance, since this site is about pet supplies and has dog training collars, you might want to have an article about dog training.
Your HTML would look like this:
<h1>THE IMPORTANCE OF THE PROPER COLLAR, IN DOG TRAINING</h1>
<em>Dog collars</em> have been around for more than millennia. They will probably for the next one, too. Hopefully, in the future, they will have more to offer rather than just restraining your dog. Perhaps an inventor will develop a <em>dog collar</em> that lets you communicate fully with your dog’s bark. Anything is possible. Maybe the collar will also translate the human language to "dog".
<em>Dog collars</em> and the leash have given dog owners the convenience of walking their dogs without the fear of the dog running away. But, used in the wrong way, <em>dog collars</em>, like the choke collar, can be harmful.
In <em>dog training</em>, such as agility training, a <em>dog collar</em> and leash are necessary, to guide the untrained dog to the obstacles which he needs to master.
There is a large choice in types and materials of <em>dog collars</em>:
<h2>Nylon Dog Collars</h2>
If you want a really sturdy <em>dog collar</em>, choose nylon <em>dog collar</em>. Nylon <em>dog collars</em> are the most durable and come in sizes from tiny to gigantic.
<h2>Leather Dog Collars</h2>
If you want to give your dog a classy look, choose leather <em>dog collars</em> that is very comfortable for your dog since the leather is soften by the oils of your dog’s skin.
<h2>Designer Dog Collars</h2>
Designer <em>dog collars</em> come in leather, plastic or nylon. There are many different designs to make your dog fashionable.
<h2>Dog Training Collars</h2>
There are many different types of <em>dog training</em> collars. They can help the dog owner and/or trainer with everything from pulling to stopping barking...
I think you get the idea.
Notice the <h1> and <h2> tags. The <h1> or HEADER 1 tag is usually used for page titles. The tag tells the search engine robots that this is a VERY important statement and that it should be given top importance. The <h1> statement should contain your most important keywords phrase or phrases.
The <h2> tag tells the search engines that this statement is a little less important or a subcategory of the <h1> statement. The <h2> statement should also contain your most important keywords.
<h3> tags are on level down, in the importance hierarchy, but the same principles apply.
(In a later lesson, we will cover un-italicizing your <em> tags.)
Your homework is to make a sample page, on your site, using the above principles.
Make sure that your content, meta description and meta keywords are all connected and that your content is relevant.
SEO is like a big circle.
In our next lesson, we will learn about <alt> tags and <anchor> text and more about designing text to make your visitors stay and the search engines move you UP in organic search.