Creating A Search Engine Copywriting Plan

or other tags. If your headline
sounds stupid with keywords in it, don't use them. There are
countless sites online that rank highly which have no keywords
in the headline.

5) Use Keyword Phrases Once or Twice Per Paragraph - Again IF it
makes sense. Remember what I keep repeating? None of these
guidelines are carved in stone. Read your copy out loud. If it
sounds stupid or forced, take out some keywords or find ways to
rework them so they flow more naturally.

6) Use Keyword Phrases In Bold, Italic or Bulleted Lists - IF it
makes sense to do so. Don't automatically bold or italicize
every instance of your keywords. It will make your page look
stupid, and your visitors will wonder what kind of drugs you've
been doing!

7) Do NOT Use Keyword Phrases As Substitutes For Generic Terms -
For example, do not replace every instance of the generic word
"cruise" with the keyphrase "Mexico cruise vacation." Your copy
will sound ridiculous.

We offer Mexico cruise vacation packages on the most popular
Mexico cruise vacation ships to the most breathtaking Mexico
cruise vacation destinations. Oh please!!

8) Use Keyword Phrases As Anchor Text In Links - This is
certainly not always possible. If your primary keyphrase is
"Mexico Cruise Vacation," you absolutely should not write every
link to include that phrase. However, if you can include
keywords in anchor text within body copy or in text navigation
links, you might score a little extra credit.

9) Test and Track - Lastly, and above all, please remember, it
may take some tweaking to get your page to convert the way you
want it to. All customers are not the same, and all sites are
not the same. All keyphrases are not the same. There is no magic
bullet. You'll have to test and track and see what works best
for you.

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