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The Heart & Soul of Website Optimization.

Successful website copywriting must balance compelling aspects with the principles of website optimization. It must simultaneously entice visitors and be well conditioned to achieve higher website ranking. Although each individual engine will measure the criteria differently, applying the following recommendations will positively influence ranking potential.

Keyword Prominence

Prominence is described as "early occurrence" and "dominance". Generally, keywords that appear earliest in Web Page Title Tags, Meta Descriptions and Main Body Text carry greater website ranking value. Keywords in larger type sizes and in bolder type within page content are given higher ranking weight.

Keyword Proximity

Typically, users prompt searches using multiple keyword phrases. Matching the search phrase word-for-word carries the greatest ranking value. As an example, the matching phrase, "website optimization services" is stronger than the individual words "website", "optimization" and "services" used separately.

Keyword Frequency and Ratio

Frequency is the number of times a particular keyword or keyword phrases appear within a measured location. Ratio (weight or density) is the total number of keywords divided by the total number of all words. For example…two keywords within an eight-word title tag would result in a 25% ratio.

Each unique search engine applies differing value measurements of frequency and ratio based upon its statistical models. Those models change often and are tempered by the level of web page link popularity. It's a complex process of balancing to the unique preferences to satisfy the general core of search engine ranking criteria.<p><h3>

Website Copywriting Approach

Do not write website copy until a Keyword Phrase Strategy is established. Platform an initial draft with keyword inclusions that complement a natural flow of messaging. An analysis of highly ranked websites will provide a valuable benchmark comparison. Those that best accomplish the website optimization objectives will enjoy the rewards of prominent website visibility.

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