For the best results with your pet-industry website, put your keywords where your content is

Remember the phrase, “Put your money where your mouth is?” This adage is 100% applicable to pet internet marketing and having web content that works to 1) drive traffic to your site and 2) connect with buying customers.

Here’s why. Keywords equal money in today’s cluttered online marketplace. And your web content represents the messages your target prospects view when they arrive at your site.

So as you strive for web success, you need to include clear, persuasive content that incorporates the most relevant keywords people are using in search engines to find your solutions to their needs.

Clear enough? Well, maybe. There’s always the matter of HOW to blend keywords and content in a manner that attracts search engines and pleases your site visitors. (Should I reveal this copywriter’s secret? Oh, alright. Since you asked…)

Today’s tip is about WHERE to put keywords for web content optimization (traffic) as well as web conversions (sales).

  • First, the ground rules: Today’s search engine optimization (SEO) research leaders, including, advocate that each web page focus only on the 2 or 3 most relevant keywords for that page. (Contact me if you need information on how to find the most relevant keywords.) Each web page should have its own unique set of 2-3 keywords/keyphrases (they’re really keyphrases such as “reflective dog gear,” “reflective dog leashes,” “reflective dog collars,”).
  • Smoothly incorporate the #1 top keyword into your big-promise headline: “Now you can safely walk your dog at night with our reflective dog gear.”
  • Use one or both of the other top keyphrases (or at least roots of them) in a subhead just beneath the headline: “Our reflective dog leashes and collars glow in the dark when car lights shine on them, so your dog can be seen at night from quite a distance.”
  • Use all 3 keyphrases (or at least roots of them) in a few appropriate places within the body text: For example, if your page offers a list of products, you may use keywords at the beginning of each list: “Our full line of reflective dog gear includes: (first bullet:) reflective dog leashes, (second bullet:) reflective dog collars,” etc. Or you may include them in a testimonial or product review. Be sure not to use them too often! Search engines hate “keyword spamming.”
  • Try to use all 3 keyphrases in “contextual links”: This means relevant links written within a sentence or paragraph. For example: “We offer several styles, colors and sizes of reflective dog collars.” (Don’t click on that. It’s just an example.)
  • Include all 3 keyphrases in your page’s meta content: To learn about meta content, please read this previous tip of mine.

These are the core areas where keywords should be used for search engine optimization. But remember – web content success is a 2-part effort including 1) generating traffic via search and 2) converting visitors into buyers. Never let keywords get in the way of clear, persuasive sales content that will convert prospects into customers.

I’d love to get your feedback about this tip or your questions about other aspects of web content that works. Just email me and I’ll respond quickly.

Until next time,

Here’s to a clear and prosperous site!