SEO Writing Strategies for Graphic-Oriented Sites
By Karon Thackston
As a copywriter, I'd love to tell you that every site on the Web
needs tons of copy. However, the simple truth is not all do.
Many sites simply produce better sales when they use more
graphics than words. Since search engines are hungry for words
you simply have to use copy if you plan to get ranked high.
Quite a dilemma, isn't it?
So what do you do if you're a graphic designer, if you sell
jewelry, or if you have another site that needs more pictures
than copy? Don't despair. There are some strategies that can
help you reach a happy medium satisfying both your visitors and
the engines.
1. Use Descriptions - Place keyworded descriptions under each
graphic on your pages. Just a sentence or two for each one can
add up and give you enough room to achieve good keyword
saturation.
2. Break the Copy Into Sections - Instead of having all 250-350
words of copy in one place, break your copy into small sections.
For example, place a headline and three sentences at the top of
the page, a few words under your bottom navigation bar, and a
short paragraph above your "Order Now" link. The engines will
find the words regardless of where on the page they are, but your
visitors won't be overwhelmed by seeing all the copy in one
place.
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3. Don't Neglect ALT Tags - Don't abuse them, either! ALT tags
(technically known as image alt attributes) are designed to give
short descriptions of graphics on your page. They are read to
those who can't see well (when they use special text-to-speech
software). Abusing ALT tags by stuffing them full of arbitrary
keywords or extremely long descriptions is frowned upon by the
engines. However, feel free to assign a short keyword phrase
that describes each graphic you have.
4. Go Below the Fold - Copy can always be placed "below the
fold." This term is used to describe the section of your index
page that is not visible when the page first loads. In order to
see it, the visitor would have to scroll vertically. If you've
designed your index page to be fully visible without scrolling,
consider using the space below the design to insert your copy.
5. Use the Sidebar - If your site design uses a sidebar for the
navigation links, use the empty space for short bits of copy.
Even the statement "Order ________ Now" will give you one more
instance of keyword placement.
6. Create Bulleted Lists - Many people don't perceive lists as
copy. For this reason, you can use bulleted lists (or numbered
lists) where traditional "sentence" copy wouldn't work. Tip:
Instead of creating a list that reads:
We meet all your ____ needs by:
offering the lowest price.
providing first-rate service.
shipping your order in just 24 hours.
Create a list that reads like this:
At ABC Company, we offer you:
the lowest price on ______.
first-rate service. Ask us any questions you have about ____.
shipping of your _____ in just 24 hours.
See the difference? More keywords in the same amount of copy.
If you use a little creativity, you can get enough keyword
saturation in your copy without it cluttering up your site. This
is sure to please both the search engines and your site visitors.
