Web page text is more important than you think.

Avant de débuter la conception de votre site Web, il est essentiel de développer une stratégie visant à incorporer certains mots-clés stratégiques dans votre texte, afin que les moteurs de recherche déterminent efficacement les sujets traités sur vos pages. La première étape nécessite que votre équipe effectue une analyse des mots-clés. L’objectif principal étant, de trouver les expressions clés les plus populaires, qui seront les moins utilisées par vos compétiteurs. Google nous fournit tous les outils pour une telle analyse. Ainsi si l’on prend l’exemple suivant, «t-shirt personnalisé», l’expression ressort 1600 fois par mois dans Google, et on retrouve ce terme dans 12200 pages Web, ce qui nous donne un ratio de difficulté de positionnement de 763%. En comparaison, «chandail personnalisé» ressort aussi 1600 fois par mois dans le moteur de recherche. Cependant, on la retrouve dans seulement 818 pages Web, ce qui nous donne un ratio de difficulté de positionnement de 51% seulement. Il serait donc avantageux de capitaliser sur cette expression clé pour obtenir de bons résultats.

Before beginning your website design, it’s crucial to develop a copy strategy to incorporate keyword phrases in your text so search engines will naturally understand your web pages’ content.  The first step requires your team to perform a keyword analysis. The main goal is to find the most popular keyword phrase not frequently used by your competitors. Google provides all of the tools to make the proper analysis.  For example, the keyword phrase “personalized tshirt” appears 1,600 times a month in Google and is found on 12,200 web pages. This result produces a ranking difficulty ratio of 763%, meaning that competitors saturate their web pages with the keyword phrase.  In comparison, “personalized sweater” also appears 1600 times per month in the search engine. However, it’s only integrated into 818 web pages, which gives us a ranking difficulty ratio of only 51%. It’s better to implement the keyword phrase “personalized sweater” in your text because it’s typed in a search as often as “personalized tshirt” but found on fewer competing sites.  This strategy guarantees that your company website would appear more frequently in Google searches than your competitors.

You can craft your keyword phrases once you identify the keyword.  The copy should be original, contain at least 300 words, and incorporate at least one keyword phrase discovered from your analysis.  Each web page should repeat at least one, 2 to 5-word combination that includes an identified keyword phrase, such as “personalized sweater.” The ideal density of keyword phrase combinations on a single page is between two and four percent.  You can create this density by repeating the text in the page’s title, body text, and page footer.  You must spend time to be clear, concise, and creative with your copy to avoid duplicating content on your website and copying content on competing sites. Google will not recall duplicate content. Therefore your website will not appear at the top of critical searches.

Web page relevance

Google’s analysis of page statistics also determines web page relevance. For example, Google uses data concerning time spent on page or bounce rate as an indicator of web page quality. Google measures the page events, such as clicks, scrolling, zooming, viewing a video, and form completion as a sign of importance. You can improve your page statistics by designing the pages to maximize your users’ page events.  Consistently evaluating your web page statistics will help you determine if your pages achieve the desired results or need to be modified.
 
We invite you to contact us if you need help crafting copy to maximize your company’s web pages’ performance.

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Mathieu is the Chief Technology Officer at Tansley. With over 20 years of experience as a digital marketing entrepreneur, he brings a results-driven approach. He excels in developing digital strategies that propel brands to the top of their industry, while valuing authentic customer relationships.

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