Constructing Your Copy
Once you have a list of keywords you can start writing your copy. While doing so, try to keep the following factors in mind.
Headers & Paragraphs
In website copy there are two main different types of text: headings and paragraphs. Where possible, you should try to ensure that your key words are contained in headings as these are regarded as more important by search engines and will therefore make a good ranking more likely. This means you may end up using more headlines than you would in other mediums. As a rule of thumb, you should have at least three paragraphs for every heading. In certain instances, such as introductions which may naturally be much shorter, you can disregard this rule.
You should construct your paragraphs from key words as well, but bear in mind that some search engines will penalise a site if the search phrases are found too often or in a non-sensical manner. This is to prevent unscrupulous web masters from simply creating whole pages filled with key words in an attempt to artificially boost rankings. For this reason, you should ensure that specific phrases only occur about three times on a page – five at the very most.
Links
Another important element is linking text. Where possible, linking text should always be descriptive. Never, ever use “click here” links as they are devoid of context and therefore useless to search engines. Linking text is regarded as very important by Google and other search engines so link frequently. For example, on your home page you want to have a brief description of the site and its contents. If you have a product catalogue you could link it various times throughout the copy with links such as “browse our wallpaper mural gallery” and “view over 100 scenic murals”. It is particularly good if you can get other sites to link to you in this manner as it will go a long way to increasing your rankings.
Length
You should aim to have at least three hundred words per page. This gives the search engines plenty of text to read and catalogue. At the other end of the scale, if you are finding that your pages are becoming very long, consider splitting them into seperate subjects and optimising each for the relevant key words.
For each page of the site you should try to optimise for three different important key phrases. These phrases should all be slightly different ways of describing the same information. The reason you only optimise for one subject at a time is so not to dilute the relevance of the page by displaying mixed information. The closer the match to the key words and the greater the percieved relevancy, the more likely a search engine is to grant a high ranking.
Check Your Pages
Once your pages have been constructed you can check them using a keyword density analyser such as the following:
http://www.ranks.nl/tools/spider.html
Have a look at the report generated for your pages, tweak as necessary and then check them again. Repeat until your copy is fully optimised.