Writing the new copy (textual content) or editing the existing copy is a critical component to having a well optimized website. This is where the keywords and phrases you just chose are needed. The purpose of writing or editing copy is to include those keywords by using them to describe your business. You have to use the keywords or phrases in a natural way throughout the text of your website. This is important because a search engine has webcrawlers which scan a sites textual content to decide whose site is most relevant to certain search term.

To better explain this, lets go with the previously mentioned example of owning a designer clothing store in Miami. Below is a paragraph which we will pretend is the existing copy on your websites home page.

"Welcome to Shelby One. At Shelby, we specialize in meeting our customers needs with a friendly and educated staff of professionals who assist you in shopping for the finest designer clothing in a unique and stylish atmosphere. Our goal isn't to pressure you into buying, it's to educate you on the brands, their individual differences and to help you find the designer clothing that will look the best on you. Our fashion experts are here to help you chose the perfect colors, the perfect accessories and the perfect styles. No two people are alike and we want you to look your best. We are dedicated to you leaving our store with nothing but the finest quality garments that accentuate your individual features. Shelby One offers some of the finest designer brands for both men and women including the most up to date lines and new releases........"

Not a bad description mentioned above - however it will fail to benefit from any quality rankings for search results because there are no keywords or phrases that a webcrawler can use to determine what your business is actually about.

The paragraph below is an example of the same information as the first paragraph, only this time its worded and arranged a bit differently to incorporate the keywords that you chose to optimize your website for.

"Welcome to Shelby One Designer Clothing of Miami. We specialize in providing our customers with the best designer clothing Miami has to offer. Shelby One employs a staff of fashion specialists who assist you, with no sales pressure and no other interest than to match you with the garments that make you look your best. We take pride in the fact that we are the sole retailer and specialists of Armani clothing in Miami, and there is no other Miami Clothing Store which displays our amount of concern for our customers satisfaction. No two people are exactly alike, and we know this. We would rather have you leave our store emptyhanded than for you to leave looking anything less than exceptional. The Shelby One Designer Clothing Botique is the most unique of all designer clothing stores in Miami. Our luxurious, friendly, pressure free and stylish atmosphere will assure you get the best in exposure to all of our brands, as well as educated shopping assitance upon your request.  Shelby One Miami. Designer Clothing at it's finest."

Notice that the words which are in bold are keywords that best describe a designer clothing store in Miami. It also mentions the name of the business multiple times which will help you gain good results for searches that are done by your business name. Also, since the store specializes in Armani, I was sure to describe that specialty while simoltaneously turning it into a keyword phrase of "Armani Clothing in Miami".

So, in the first example we had a typical description of your business. In the second example we have an enhanced version that is equally informational yet contains the following keywords/phrases:

• Shelby One Designer Clothing
• Designer Clothing Miami
• Armani Clothing Miami
• Miami Clothing Store
• Designer Clothing Botique
• Designer Clothing Stores in Miami
• Miami Designer Clothing

Although the phrases are all similar, the keywords are used in different combinations. When your site is optimized in this way, it's going to offer the best overall results because it covers different terms to ensure you listings for multiple phrases. If you were to focus your optimization on a single term such as "miami designer clothing" you eventually will get a very strong listing for that term. The downside is you're only going to be seen by people who search that one phrase. Everyone uses different phrases to search. Optimizing with different combinations offers the ability for multiple listings of an array of terms, not to mention that the search engines will pick up on the variations and use those to create additional results which you didn't even optimize for, such as "Miami Armani Store" or "Designer Botique in Miami".

Additionally, the higher the amount of copy on your page, the more often you can use the keyphrases. Ideally, everything should read naturally. If you overuse the keyphrases, your copy will seem less descriptive and therefore be less important the search engines. Try to use the keywords in a way that flows smoothly within the description of your service or product. This may be a bit challenging to do, but if you take your time and think creatively you'll be surprised how easy it is to use your keyphrases to effectively describe what you offer.

In addition, since each page of your site will focus on different areas of your business, be sure to use the phrases which are relevant to that page. Continue to go through each page untill all of your copy is optimized.

The next and last article will talk about the other tasks included in finalizing the optimization of your website. From page titles to meta-tags and descriptions, we will show you how to make the best of your efforts by keeping everything uniform and strengthening the relevancy of your website to promote high search result rankings.

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