Doorway Pages Create Web Site ContentWrite Informational PagesOK. You've optimized your Web page to the hilt. You've written several versions of differing lengths to satisfy various search engines. The keyword densities are just right. The keywords are popular, but not too popular to attract a lot of competing Web pages. And the keywords are pertinent to your site. Now what? Whatever topic you're site covers, one Web page is not enough. You need many pages. Why do you need many pages? Because people wanting to know about your topic will be thinking about their specific needs. They may not approach the topic from the angle you originally thought about it. Consider all breadth the depth of the subject of your site. There are people interested in every aspect of that subject.
BrainstormBrainstorm. Make a list of every word or idea that relates to the topic of your site. Then, use those words to trigger other words. Write down every possible way someone could think about your topic. Let others help you think of related words. Use some of the Web resources like JimTools.com and Wordtracker.com to help you find additional words. Let's take an example. Suppose you were writing a Website about eggs. Now, I'm not a farmer or a ornithologist, so I don't know a whole lot about eggs or birds. But, as an average person I do know some things. Here's my initial list:
You could potentially write a Web page on each of these topics. But, wait. If you were really interested in eggs, I'll bet you could describe the sizes of eggs in some detail. You could describe small eggs, medium eggs, large eggs, and extra large eggs. You could describe who buys them, what they are good for, and a host of other facts about each size of egg. And, I'd be willing to bet that an egg aficionado could describe in great detail the grading of eggs, how each grade is used, and a host of other details. Someone out there is wondering about small eggs. Your Web page is just the thing they are trying to find. Content is KING
The more specific content you have on your site, the more people will visit it. People often have a specific question they need answered. They may put in two or three words into the search engine. If too many results are returned that are not appropriate to their question, they will rephrase their search to be even more specific. That's when your informational page will rise to the top. So, don't be afraid of writing individual pages about specific aspects of your topic. Each such topical page with have a concentration of certain keyword phrases. It will be indexed by the search engines. And it will attract visitors to your site. Well... How Many Pages Should I Have?That's a tough question. First, let's ask... What is the purpose of your Website? Information SiteIf you want to inform visitors about your topic, then you should cover the aspects of your topic people are interested in. You can gage interest in a topic by the number of times people search for that topic. A good resource to help you rank the interest in possible topics is Good Keywords from Softnik.com. This free tool references several search engines to show you the popularity of search terms. You simply enter the search term you are interested in and it returns a list of phrases containing that term and the number of times they have been used in searches. You can decide to write Web pages that respond to each of the popular phrases. As time goes on, you may write about some of the minor phrases. Sales SiteIf your site is directed at selling a product, then you need to describe your product. But... not quite the way you would think. Of course you should have one or more pages that describe the features of your product. Features are the physical or technological characteristics of your product. Describe its size, weight, color. Also describe the power of the motor or engine, the speed of its processor, the maximum throughput, or a host of other details.
Concentrate on writing about the benefits of owning your product. Benefits describe how your product solves your customer's problems or needs. Your goal is to put yourself in your customer's shoes. Become your customer. Imagine a specific person coming to your site. What are they like? What is their age? What type of job do they have? What is their emotional state of mind? When a customer comes to your site...
Your goal is to show them how your product meets their needs. You must illustrate how your product reduces their pain. You Web page must show them how your product solves their problems. If what they see is merely technical details of your product, they may not understand how it will solve their problems. But, when they see a page that specifically shows how your product solves their problem, they will be more likely to buy your product. Doesn't This Take Some Time?Yes. It takes time and some practice. Your pages will probably not be "perfect" the first time you publish them to the Web. You'll think about them and revise them several times. Each time, they get closer to helping potential customers see how you product will help them meet their needs. After you've done this a few times, you get pretty good at it. For now, there is a helpful textbook on "becoming" your customer and writing powerful benefit rich pages. See Make My Words Sell by noted author Ken Evoy.
Copyright © 2001-2006 Robert Sherman |
In short, make your Website THE place to be for anyone interested in eggs, or whatever your topic is.
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