However, direct matches are not the point of level 1
descriptions; when a company can summarize its activity into a few succinct clauses, it
creates a foundational language that should be used habitually for the website??™s body
copy, metadata, and external links. It also establishes a pattern for keywords and keyword
phrases that reappear inside level 2 and level 3.
Keyword selection
Sometimes, it??™s not immediately obvious what keywords will draw the most traffic
from search engines. Every company speaks its own corporate language, where
terms like ???per diem nursing??? may have context and meaning. However, for an
external audience, those proprietary phrases mean little. The marketing effort
should incorporate a blend of niche terminology with text that is broadly recognized.
In either case, the best way to identify keywords is by examining patterns in
different areas??”the competition, the media, and the search engines themselves.
n Analyze competition: See what the closest competitors are writing on their
websites. Pay particular attention to companies that practice good writing
for the Web. Unambiguous text is favored among readers, so look for key
terminology that still resonates within the marketing message.
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