Antics With Semantics: Eight Ways to Put Some Perk in Organic Search

Frustrated with your pay-per-click campaign? Many website owners are feeling stagnated by pay-per-click on small budgets. They are wondering how to attract the eyes search engines and build more organic search traffic to their website. Website owners are wondering how to put some zest into their websites to attract the most organic search website traffic possible.

Following are some basics that will get you on track with an organic search campaign.

1. The Long Tail of Keywords
Attracting organic search takes time and committed resources. If done correctly, a well planned and executed organic search campaign will attract all search engines since they operate on the same principles. The content, or ‘front end’ of website must be keyword optimized in order to attract more organic search traffic. First, a detailed keyword analysis and discovery for organic search must be executed (see items 3 & 4) to identify the long tail of keywords that will produce the most relevant traffic.

2. A Website Rebuild is not necessary to Attract Organic Search
It’s not necessary to do a complete rebuild of a website that is working well. But after keyword analysis for organic search is complete, renaming, or adding menu items is a great boon to an organic search campaign. So, at least consider implementing some changes in menu item names, headlines, subheads, and body text of a website.

3. Keyword Analysis
Analyze the keywords of your competitor’s websites. Use software such as Wordtracker, or a website like Nichebot.com to do further research on specific keywords that generate large amounts of traffic. Identify popular keyword trends. With this information, construct a set of keywords taking into consideration a careful analysis of primary and secondary markets. Determine a long list (30-50 or more) of keywords that will attract the website audience you desire most.

4. Keyword Discovery
Gain a thorough overview of the keywords of your target market. Understand that industry specific terms and jargon are not usually highly searched terms. Through the use of software identify popular keywords and keyphrases that will build regular traffic. Through careful, broad ranging keyword and keyphrase analysis, identify top ten opportunity keywords. Understand that competitors are already embedding primary market keyphrases into their websites. Give it time. With keyword research gathered, develop and execute a keyword writing strategy that will build enough keyword density into a website over time to surpass competitors’ keyword density.

5. Information Architecture
Revise the information architecture of a website to reflect keyword research. Incorporate keywords into website menu items. Consider adding whole new pages to your website based on keyword research. Incorporate keywords into all website promotion campaign materials including article Marketing, press releases, blogs and website page content. Make content development a priority once information architecture of a website is altered to attract more organic search traffic.

6. Keyword Optimize Website Page(s) Content
The key to maximizing the effects of organic search is to keyword optimize all front end website writing, and do it tastefully, without annoying the reader or red flagging search engines. A professionally trained keyword writer is your best option, if you cannot Do It Yourself (DIY). If the website copy is designed for marketing and sales of a product or service, a keyword writer with a background in marketing writing is desirable.

7. Press Release Writing
Write regional, national, and international press releases on a quarterly basis to keep website content fresh in the eyes of organic search. Incorporate keywords into press releases and choose a press release distribution service carefully. Maximize press release distribution by distributing to web, print, radio and televisions sources.

8. Keyword Blogging
Build or skein a Wordpress blog onto your website using a qualified website programmer. Create and deploy four keyword rich blogs per month onto the website to further enhance the organic search campaign.

It’s not Hard to Put some Perk in Organic Search – Give it Time
Organic search traffic increases when an organization commits time and/or money to a consistent campaign. Build keyword copy and keyword writing campaigns in over the long term with dedicated monthly budgets or assigned staff time for this important task.

Some websites, especially e-commerce sites, are immense, with thousands of pages. Keyword optimize pages that are already popular to enhance popularity, first. Make certain to combine different methods of keyword optimization for the front end (article writing, press release writing, blogging, website content development) for maximum effects in organic search.

Elizabeth Kirwin is co-founder of http://www.sidhecommunications.com, a traditional PR/Marketing Firm that specializes in web site development, web site promotion, search engine marketing, and keyword writing. Ms. Kirwin is a professional writer with bylines in national magazines and newspapers. She assists company stakeholders in developing keyword writing strategies for maximum exposure on search engines. Email her at ekirwin@bellsouth.net.