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Small-Biz Owners Should Balance Keywords And Content

Small-business owners often don't have the time to craft Web site content just for the sake of SEO, and panelists at the "Keywords and Content" session at the Small Business Marketing Unleashed conference in Houston said that the most engine-friendly content may not be in the user's best interest, either.

"Search engines don't pay your bills, but your prospects and customers do," said Heather Lloyd-Martin, the president and CEO of SuccessWorks Search Marketing Solutions. So while building a keyword-dense site may be appealing to Google--it may actually drive consumers away. Lloyd-Martin said balance is key--i.e. slipping in two or three keyphrases per page where they actually make sense--like FAQ pages, "how-to" articles, blog posts or newsletters.

She also recommended targeting users at various phases in the buying cycle, so that researchers can read (or see) things like testimonials and product demos, while buyers see warranty, customer service and repair info. "Grabbing people's attention should remain a top priority --they'll want to know how things can benefit them," Lloyd-Martin said.



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