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Following yesterday's blog about the perils of paid-for links, Al Mackin, CEO of theEword a search engine optimisation agency based in Manchester, highlights the 5 golden rules of creating good online copy and how links can be included appropriately.

1 Good online copy should be aimed at readers, not search engines.

As highlighed by Google's punishment of Interflora, writing engaging content for human beings is more important than ever.

2 Keywords are important but they should appear naturally.

Don’t focus on making a keyword appear a certain number of times.

3 Enrich your content

Use sub-headers, bold, italics, bullets, blockquotes and other notations to make it visually more appealing and help the search engines understand context.

4. If you want to include links, I’d suggest

a.    Use boiler plate at the top or bottom and have a single link to the most appropriate website.

b.    Include a small number of links within the page to appropriate pages.

c.    If you’re concerned about links and potential damage to your clients you can use the “rel=nofollow” tag (see yesterday's blog)

5. Consider authorship tags

One easy way to understand the quality of a piece of content is to work out who’s authored it, so the introduction of author tagging has allowed websites to say that a particular person has created the content. The search engines can then determine that a great/valued author has created a piece of content on a site and value those words accordingly. Adding author tags is easy for a developer, and you can read more about it here: 

Al Mackin, CEO, theEword

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