by Karon Thackston © 2006, All Rights Reserved
Laptop Battery As long as I've been an SEO copywriter, I never knew that Google
had its own trust factor with relation to site pages and their
copy. Yet, a recent column in the Google Librarian Newsletter did a
wonderful job of explaining what Google is looking for in the way
of copy. These are practices I've preached with fervor for years.
This information can help your copywriting become a trusted source
for Google and potentially aid in increasing your rankings.
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Thinkpad As I started reading the original issue of this newsletter, Matt
Cutts began to explain that Google uses many factors (other than
Page Rank) to evaluate and rank pages. Matt continues to describe
the use of keywords and their relationships to other page
factors.
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Microsoft For instance, let's say one keyphrase you're working with in
your copy is "flat monitor." I've preached for years that
keyphrases work best when all the words remain in their exact
order. That is, when you use the entire phrase "flat monitor" as
opposed to only using the single words "flat" and "monitor"
individually. Matt confirms this by saying relevance and trust
might be increased in Google's eyes when the words "flat" and
"monitor" are used next to each other.
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Laptop Computers Why would it matter? Because "flat" can refer to practically
anything. That word by itself could easily be used on a page that
has absolutely nothing to do with monitors. While the word
"monitor" can refer to a screen used with a computer, there are
many different types of monitors. If the search query were
specifically for "flat monitors," pages about CRT monitors and
other types would have little relevance and therefore wouldn't be
deemed trustworthy. "Monitor" can also mean to observe, which would
be irrelevant to the search query used in our example. So, using
the phrase as it was typed into the search engine is the most
relevant application.
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Laptop Computer What else? Have your keyphrase in the title. While Matt doesn't
say this is a vital element, he does suggest that it "gives a hint"
that the page would be more relevant, and therefore trustworthy, to
the subject matter at hand than a document that does not include
the keyphrase in the title.
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Desktop Computer Toward the end of the article, Matt refers to Google's
preference to choose the most trusted sites to include in their
database. It's in a subsequent issue of the Google Librarian
Newsletter that Matt explains, in part, other ways Google evaluates
trust.
Notebooks The fonts used on the page and the placement of words on the
page are included in assessing trust. Also, an examination of the
text of other pages of the site is included. Of course, this is not
the entire equation. As originally stated, Google uses many factors
to determine the relevance and trust of copy. These are just a
few.
Lenovo But what about copy that isn't trustworthy? What practices do
you want to avoid? In a thread on Matt's blog (from April 26th),
Matt discusses penalties. During the thread, a segment of horrible
text is shown as an example of how not to write SEO copy. Matt's
comments about the copy include mentions of these offenses: keyword
stuffing, deliberate inclusion of misspelled words, gibberish text
(the kind normally generated by automated copywriting programs),
doorway pages and hidden text on the page. If you are currently
practicing any of these techniques, you might want to seriously
(and quickly) adjust your copywriting strategy.
Hard Drive The bottom line is that Google wants to include pages that are
highly relevant. By writing your copy in such a way to highlight
the relevant factors of the content for Google, you also contribute
to your visitors' experiences. It's a win-win-win situation that
benefits you, Google and those who come to your site.
Travelstar Copy not getting results? Learn to write SEO and
online
copywriting that impresses the engines and your visitors at
http://www.copywritingcourse.com. Be sure to
also check out Karon's report "How To Increase Keyword Saturation
(Without Destroying the Flow of Your Copy)" at
http://www.copywritingcourse.com/keyword.
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