Is
Your Copy Trusted by Google?
by Karon Thackston
by Karon Thackston © 2006, All
Rights Reserved
As long as I've been an SEO copywriter, I never knew that Google had its own
trust factor with relation to site pages and their copy. Yet, a recent column in
the Google Librarian Newsletter did a wonderful job of explaining what Google is
looking for in the way of copy. These are practices I've preached with fervor
for years. This information can help your copywriting become a trusted source
for Google and potentially aid in increasing your rankings.
As I started reading the original issue of this newsletter, Matt Cutts began to
explain that Google uses many factors (other than Page Rank) to evaluate and
rank pages. Matt continues to describe the use of keywords and their
relationships to other page factors.
For instance, let's say one keyphrase you're working with in your copy is "flat
monitor." I've preached for years that keyphrases work best when all the words
remain in their exact order. That is, when you use the entire phrase "flat
monitor" as opposed to only using the single words "flat" and "monitor"
individually. Matt confirms this by saying relevance and trust might be
increased in Google's eyes when the words "flat" and "monitor" are used next to
each other.
Why would it matter? Because "flat" can refer to practically anything. That word
by itself could easily be used on a page that has absolutely nothing to do with
monitors. While the word "monitor" can refer to a screen used with a computer,
there are many different types of monitors. If the search query were
specifically for "flat monitors," pages about CRT monitors and other types would
have little relevance and therefore wouldn't be deemed trustworthy. "Monitor"
can also mean to observe, which would be irrelevant to the search query used in
our example. So, using the phrase as it was typed into the search engine is the
most relevant application.
What else? Have your keyphrase in the title. While Matt doesn't say this is a
vital element, he does suggest that it "gives a hint" that the page would be
more relevant, and therefore trustworthy, to the subject matter at hand than a
document that does not include the keyphrase in the title.
Toward the end of the article, Matt refers to Google's preference to choose the
most trusted sites to include in their database. It's in a subsequent issue of
the Google Librarian Newsletter that Matt explains, in part, other ways Google
evaluates trust.
The fonts used on the page and the placement of words on the page are included
in assessing trust. Also, an examination of the text of other pages of the site
is included. Of course, this is not the entire equation. As originally stated,
Google uses many factors to determine the relevance and trust of copy. These are
just a few.
But what about copy that isn't trustworthy? What practices do you want to avoid?
In a thread on Matt's blog (from April 26th), Matt discusses penalties. During
the thread, a segment of horrible text is shown as an example of how not to
write SEO copy. Matt's comments about the copy include mentions of these
offenses: keyword stuffing, deliberate inclusion of misspelled words, gibberish
text (the kind normally generated by automated copywriting programs), doorway
pages and hidden text on the page. If you are currently practicing any of these
techniques, you might want to seriously (and quickly) adjust your copywriting
strategy.
The bottom line is that Google wants to include pages that are highly relevant.
By writing your copy in such a way to highlight the relevant factors of the
content for Google, you also contribute to your visitors' experiences. It's a
win-win-win situation that benefits you, Google and those who come to your site.
About the Author:
Copy not getting results? Learn
to write SEO and
online copywriting
that impresses the engines and your visitors at
http://www.copywritingcourse.com.
Be sure to also check out Karon's report "How To Increase Keyword Saturation
(Without Destroying the Flow of Your Copy)
Source
of article:
www.goarticles.com
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