When it comes to small business websites, web copy should be influenced but not led by SEO keywords.

As part of any search engine optimization (SEO) campaign, targeted keywords need to be incorporated into the copy on respective landing pages. This will help the major search engines distinguish the unique relevance between each page. However, if the web page copy doesn’t make sense, grammatically, prospective clients will go elsewhere.

SEO is vital to any online marketing strategy and is typically a website’s main source of lead generation. While there are many tactics involved in a running a successful SEO campaign, such as incorporating keywords into URLs, headers and meta information, one of the most important tactics is integrating targeted keywords into the site’s copy without sacrificing key messages and grammar.

Re-writing website copy can be the most complicated step in an SEO campaign. Keywords should be used throughout the copy, using the appropriate density, but without harm to the copy’s message. The final copy should make sense because if it doesn’t, even a strong search engine position will be worthless.

SEO campaigns need both time and investment to be successful, but the return on investment can be huge. By not taking the extra time to ensure that keywords are being used properly, you will be setting yourself up for failure.

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At dzine it, Inc. we often hear clients complain that some of their web pages have high bounce rates. Often, they have made a number of changes to correct the issue, but nothing has made a difference.

A bounce rate refers to the measurement of the number of visitors who leave a website after looking at just one page or after staying for only a few seconds.

To combat high bounce rates, many business website owners focus on improving their pages through redesigns, changes in navigation structure, or by rewriting copy. Unfortunately, these attempts are often futile.

In many cases, the page itself is not the issue.

The problem usually lies in the visitor's purpose for visiting the page. If visitors find what they came for they are more likely to stay. If not, they leave. It is that simple.

To reduce bounce rate, consider the following:

1. Evaluate traffic sources. Research which keywords generate visitors and you will notice that your high bounce rates may indicate that some keywords generate irrelevant traffic. Rework your page so that your keywords actually generate targeted visits. While you may see less traffic, the visitors who do arrive will be more valuable.

2. Limit your information. Clutter will drive visitors away, so make sure that each page has a clear, primary purpose.

3. Match your purpose to a call to action. A product page should feature the product and make it easy to purchase. A newsletter page should offer up the benefits of the newsletter and make it easy to sign up for it. Visitors want their needs to be met quickly.

4. Tighten your design. Visitors want to scan a page in no more than two to three seconds. Remember, the more complicated a website design is, the more likely it is that a visitor will bounce.

In some cases, a high bounce rate may not mean failure. For example, if visitors quickly bounce off your contact page, it could simply mean they wanted your phone number.

Every page of a website should have a purpose and he suggests defining the purpose of each page, look for visitors whose intent match that purpose and make it easy for visitors to accomplish what they came for in the first place.

Copyright 2011 dzine it, Inc. Internet MArketing All rights reserved. This material may not be published, broadcast, rewritten or redistributed.

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