“Insider Secrets of Writing for Search Engines” was so popular that I contacted SEO copywriting pro Karon Thackston to see if she’d be willing to answer a few more, in-depth questions. She graciously agreed. and so our interview continues.

CATHY: Hi, Karon. Thanks for talking with me again.

KARON: Certainly!

CATHY: So, Karon, how do I start? I have this blank piece of paper in front of me, and I am clueless! This can be overwhelming to someone who does not write for a living.

KARON: You always start with keywords, Cathy. Think of your keywords as the structure for your copy. Your copy will be built around the keywords along with your other information. I always use Wordtracker (http://www.wordtracker.com) to research viable keywords that are *actually* being searched for. Never, EVER guess. You’ll end up taking a stab in the dark that could cost you big in the future.

CATHY: So, use Wordtracker to research my keywords and then incorporate them into my copy? Do I have to use the exact keywords?

KARON: Right. Yes, whenever possible, use the exact keywords/phrases that you’ve researched. If your keyword is “virtual assistants in Pennsylvania,” you should use that specific phrase.

CATHY: Where do I put the keywords? I’ve heard that I need to fill my META tags with them. Is that true? You mentioned headlines in our last conversation. Anything else?

KARON: Well, certain areas within your page get “brownie points” (if you will) when they contain keywords, but not so much so that you should change your copywriting strategy in order to make keywords “fit” where they don’t sound right. The title tag and description tag are really about the only two tags that are used by engines these days. Those will often show in the search results so they need to be enticing plus keyword rich. The keyword tag holds little, if any, weight. In my experience, your keywords should be equally saturated throughout the page. headlines, title, description, copy, and links.

CATHY: OK, so let me get this straight. I have to write copy that (a) is search engine compatible, (b) is enticing so those who find me in the search results will click my link, (c) communicates well to my target audience, and (d) makes the sale? Should I do this by myself or work with a professional writer who knows the ins/outs?

KARON: It can be a bit difficult, Cathy, but you can do it if you take the time to learn. If you don’t have the time (or the inclination) to learn to write SEO copy, you can hire a pro to do it for you.

CATHY: Hmmm. something to think about. Let me ask you this then. how important are graphics when it comes to SEO?

KARON: Well, graphics don’t hold any real sway when it comes to engines. Because spiders and robots read text, they pretty much ignore any images they find on your pages. You *can* use graphics, however, to boost your keyword saturation.

CATHY: Really? How?

KARON: In most Web design programs, you have the option of including what’s referred to as an “ALT” tag. (I think I mentioned this last time.) This is a text-based description that can be associated with the image. You’ve probably seen them when you’ve visited Web sites before. ALT tags are the little boxes that show up when you hold your pointer over an image. You can write descriptions that are keyword rich and increase the keyword saturation on your pages.

CATHY: Oh! Great! So, while graphics don’t hurt a site, they won’t help my positioning any either?

KARON: Exactly.

CATHY: Karon, do you have additional resources to offer? When we last spoke, you mentioned your e-course (http://www.copywritingcourse.com), Jill Whalen’s newsletter (http://www.highrankings.com/advisor.htm), and Doug Heil’s forum (http://www.ihelpyouservices.com/forums/). Do you have other resources for folks that want to know more about writing for the engines?

KARON: Yes! Jill Whalen has just released a new report on how to get those pesky little keywords in all the right places. I think it’s fabulous! It’s not a copywriting guide. more of an “editing for the engines guide.” You can find it here: http://www.ktamarketing.com/nittygritty.html. I use the techniques Jill outlines in her “The Nitty-gritty of Writing for the Engines” in every piece of SEO copy I write.

CATHY: Thanks so much, Karon. I really appreciate you letting me in on a few of your secrets. You’ve been a big help.

KARON: Any time, Cathy!

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