We know that keywords and links to your site are the two things that affect your ranking in the search engines. Your keywords tell the search engines what you do, and the inbound links tell them how important you are. This combination is what determines your relevance.

我们知道关键字和反链接是决定你网站排名顺序的两个关键。关键字告诉搜索引擎关于网站的大致内容；反链接的多寡则反映了网站内容的重要性。这两者反映了站点内容的实用性。

There's a lot of information around about how to incorporate keyword phrases into your HTML meta tags. But that's only half the battle. You need to think of these tags as street-signs. That's how the search engines view them. They look at your tags and then at your copy. If the keywords you use in your tags aren't used in your copy, your site won't be indexed for those keywords.

已经有很多的文章具体描述过如何将关键字描述嵌套在HTML元标签中，但这仅仅只完成了一半的任务。你需要把这些标签看作是“路标”，而搜索引擎就是看这个“路标”来判别你的网站的。它们首先看这些标签，然后再看你的页面内容。如果你在标签中使用的关键字未在你的页面内容中出现，那么你的站点就不能被这些关键字索引。

But the search engines don't stop there. They also consider how often the keyword phrase is used on the page.

但是搜索引擎不会就此停止。它们还会计算这个关键词在该页面的内容中出现的次数。

To put it simply, if you don't pepper your site with your primary keywords, you won't appear in the search results when a potential customer searches for those keywords.

简单地说，如果你在页面中不使用关键词，那么当潜在用户在搜索条中输入这些关键词之后，搜索结果页面将不会显示你的站点。

But how do you write keyword-rich copy without compromising readability?

那么，你该如何书写恰当的关键词以保证不影响可读性呢？

Readability is all-important to visitors. And after all, it's the visitors that buy your product or service, not search engines.

可读性对于访问者来说是非常重要的。毕竟购买你产品和服务的是访问者，而不是搜索引擎。

By following these 8 simple guidelines, you'll be able to overhaul the copy on your website ensuring it's agreeable to both search engines and visitors.

通过下面这8个简单的步骤，你就能够检查你站点上的内容，并且保证它能够被所有的搜索引擎所接受。

1) Categorise your pages
1）对页面进行分类

Before writing, think about the structure of your site. If you haven't built your site yet, try to create your pages around key offerings or benefits. For example, divide your Second Hand Computers site into separate pages for Macs, and PCs, and then segment again into Notebooks, Desktops, etc. This way, you'll be able to incorporate very specific keyword phrases into your copy, thereby capturing a very targeted market. If you're working on an existing site, print out each page and label it with its key point, offering, or benefit.

在书写内容之前，先仔细思考一下你的站点结构。如果你还没有开始着手建站，那么你应该首先考虑页面主题，它应该是围绕你所提供的主要服务和利益展开的。举个例子来说，你应该把站点页面划分成为专门支持苹果电脑和个人电脑的子站点；然后，再进行细分，将其划分成支持手提式电脑和台式机电脑的页面。这样的话，你就可以将关键字恰当地与站点内容进行合并，这样就可以俘获最适合你业务的目标市场；如果你正在运行一个现存的站点，那么请把每张页面都导出来，然后在标签中配上合适的关键词，提供的服务以及利益信息。

2) Find out what keywords your customers are searching for
2）找出你的客户通常搜索什么关键词

Go to wordtracker.com and subscribe for a day (this will only cost you about AUD$10). Type in the key points, offerings, and benefits you identified for each page, and spend some time analysing what words customers use when they're searching for these things. These are the words you'll want to use to describe your product or service. (Make sure you read WordTracker's explanation of their results.)

去wordtracker.com网站预定一天服务（这可能花去你10美金）。打上你在每张页面上提及的关键点、提供品和利益，分析一下，当访问者搜索时，他们都输入了什么关键词，这些词就是你需要在页面上输入的关键词，它是用来描述你的产品和服务的（确定你读到的是WordTracker的结果说明）。

3) Use phrases, not single words
3）使用短语，而不是一个单词

Although this advice isn't specific to the web copy, it's so important that it's worth repeating here. Why? Well firstly, there's too much competition for single keywords. If you're in computer sales, don't choose “computers” as your primary keyword. Go to Google and search for “computers” and you'll see why… Secondly, research shows that customers are becoming more search-savvy – they're searching for more and more specific strings. They're learning that by being more specific, they find what they're looking for much faster. Ask yourself what's unique about your business? Perhaps you sell cheap second hand computers? Then why not use “cheap second hand computers” as your primary keyword phrase. This way, you'll not only stand a chance in the rankings, you'll also display in much more targeted searches. In other words, a higher percentage of your site's visitors will be people after cheap second hand computers. (WordTracker's results will help you choose the most appropriate phrases.)

关于这点，虽然我找不出具体的例子，但是它太重要了，我在这里还是不得不提一下。原因是什么呢？首先，使用单个关键词的人太多，竞争力太强。如果你是销售电脑的，那么不要选择“电脑”作为关键词，你只要上下google网站搜一下“电脑”二字就知道了；第二，研究表明，客户现在在搜索上也是越来越聪明，他们开始越来越多地搜一些具体的字符串，发现这样能更方便快捷的找到他们需要的内容。所以，请问问自己，你所从事的业务，它的独到之处在哪？可能你是销售便宜的二手电脑的，那么你就可以使用“实惠的二手电脑”作为关键词。如果这样做的话，不仅可以使你的排名上升，同时也可以也让搜索引擎显示更符合你的中心业务的页面。换句话说，当人们输入了“实惠的二手电脑”关键词后，他们都会看到你的网站，这也就提高了你网站的访问率。（WordTracker显示的结果将帮助你选择更恰当短语关键词。）

4) Pick the important keyword phrases
4）挑选重要的关键词短语

Don't include every keyword phrase on every page. Focus on one or two keyword phrases on each page. For your Macs page, focus on “cheap second hand macs”. For the PCs page, focus on “cheap second hand pcs”, etc.

并不要在你的每一张页面上写上所有的关键词短语。在每个页面上集中写上最重要的几个短语。如果是销售苹果电脑的，那么就写上“实惠的二手苹果电脑”；如果是个人电脑，就写上“实惠的个人电脑”等等。

5) Be specific
5）具体化

Don't just say “our computers”. Wherever you would normally say “our computers”, ask yourself if you can get away with saying “our cheap second hand Macs” or “our cheap second hand PCs”. If this doesn't affect your readability too badly, it's worth doing. It's a fine balance though. Remember, your site reflects the quality of your service. If your site is hard to read, people will infer a lot about your service…

千万不要使用这样的字眼“我们的电脑”。因为当你使用“我们的电脑”这几个字作为关键词的时候，你能保证你是在说“我们实惠的苹果电脑”还是“我们实惠的个人电脑”呢？不过，如果它不至于使你的“关键词可读性”变得太差的话，那么，你也可以去使用它。

6) Use keyword phrases in links
6）在链接中使用关键词短语

Although you shouldn't focus on every keyword phrase on every page, it's a good idea to link your pages together with text links. This way, when the search engines look at your site, they'll see that the pages are related. Once again, the more text links the better, especially if the link text is a keyword phrase. So on your “Cheap Second Hand Macs” page, include a text link at the bottom to “Cheap Second Hand PCs”. If you can manage it without affecting readability, also include one within the copy of the page. For example, “As well as providing cheap second hand Macs, we sell high quality cheap second hand PCs”. TIP: If you don't want your links to be underlined and blue, include the following in your CSS file:

虽然你不能在每张页面上放上所有的关键词短语，但是在你的页面上使用文本链接也是一个很不错的方法。通过这个方法，搜索引擎会搜索你的页面，你会发现这些页面互相之间都是相互关联的；如果链接文本中包含了关键词短语，那么这样的效果将更好。所以，可以在你的“实惠的二手苹果电脑”页面的底部放上“实惠的二手个人电脑”的链接。如果你可以实现上述的效果，又不会影响内容的阅读性，你也可以把某个页面的内容也包含进去。举个例子来说，“我们既卖实惠的二手苹果电脑，又卖实惠的高质量二手个人电脑”。提示：如果你不希望你的链接效果是蓝色并带有下划线的，那么你可以用css去定义它。

Then format the HTML of each link as follows:
As well as providing cheap second hand Macs, we sell high quality cheap second hand pcs.

按照下面的格式定义每个链接的HTML格式：
“我们既卖实惠的二手苹果电脑，又卖实惠的高质量二手个人电脑”

7) Use keyword phrases in headings
7）在标题中使用关键词短语

Just as customers rely on headings to scan your site, so to do search engines. This means headings play a big part in how the search engines will categorise your site. Try to include your primary keyword phrases in your headings. In fact, think about inserting extra headings just for this purpose. Generally this will also help the readability of the site because it will help customers scan read.

不光客户是通过阅读标题来了解网站的总体内容的，搜索引擎也是如此。这就意味着：搜索引擎对你的网站进行分类的时候，标题也起到了一个很重要的角色。因此，你应该试图在标题中写上关键词短语。事实上，你可以认为得加上一些包含关键词短语的小标题。这同样可以快速地帮助客户了解整个网站的内容，从而增加了内容的可读性。

8) Test keyword phrase density
8）测试关键词短语的密度

Once you've made a first pass at the copy, run it through a density checker to get some metrics. Visit GoRank's Keyword Density Analyzer and type in the domain and keyword phrase you want to analyse. It'll give you a percentage for all the important parts of your page, including copy, title, meta keywords, meta description, etc. The higher the density the better. Generally speaking, a density measurement of at least 3-5% is what you're looking for. Any less, and you'll probably need to take another pass.

当你写完了页面上的所有内容之后，你可以通过“关键词密度测试器”来测试内容中的关键词密度。你可以访问GoRank的关键词密度分析器，然后在其中输入你想分析的域名和关键词短语。它将告诉你所有重要词及短语所占页面内容的比例，其中包括：内容、标题、meta关键词、meta描述等等。当然，密度越高越好。通常情况下，密度应该至少在3%-5%之间；如果，密度相对较小，那么你应该好好改改了。

Follow these guidelines, and you'll be well on your way to effective SEO copy.

通过实现上面的这些步骤，你将极其高效地完成搜索引擎优化。

Just remember, don't overdo it. It's not easy to find the balance between copy written for search engines and copy written for customers. In many cases, this balance will be too difficult to achieve without professional help. Don't worry, though. If you've already performed your keyword analysis, a professional website copywriter should be able to work your primary keyword phrases into your copy at no extra charge.

请记住，不要过分的使用它。如果你试图找到搜索引擎中搜索的内容和客户输入的内容之间的平衡是非常困难的。在大多数情况下，如果你不请求专业人士帮忙，那么要实现上述平衡是极其困难的。但是，也不用担心，如果你已经很好的完成了关键词分析的工作，并确定了你的最佳关键词，那么专业的网站撰稿人将会帮你的关键词写进你的页面内容中而不收任何费用。

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