Over the last couple years, Google's changes to its search algorithms have made chaos for SEO companies that relied on over-optimization of keywords and trash links, making the solopreneur website owner's job much easier.
This means two things for my therapist and other advising arts colleagues:
you can focus on writing simple, clear, compelling content
you can feel good about ignoring those unsolicited offers from scam artists claiming they can get you on the first page of Google.
More and more, Google is studying how people search, and using search behavior to guide their techie magic for connecting searchers with our websites. The priority now is on really plain content that uses language in a natural way.
Keywords are vastly LESS important than they used to be in page content. It doesn't hurt to have one prime keyword in your page names, and to mention that keyword a couple times in a natural, conversational way. But you don't need to worry about keyword density any more. Anyone who even breathes that phrase to you now is about 3 years behind in their SEO knowledge.
Emotional Connection is What Converts
More important than keywords and links and alt tags is the emotional connection your content makes with the reader. People make decisions on an emotional basis, even though sometimes that piece is unconscious. Then they justify the decision with cost analysis or statistics, or some other seemingly rational reason.
Content that validates the reader's experience starts that process.
Content that describes the struggles that readers already are going through shows you really see and understand them. Keep these descriptions succinct. Delete extranneous words for the most powerful impact.
Content that names what the reader is seeking instead of what they have adds impetus to taking action. Keep it short don't belabor this or it starts to feel pushy and can have a backlash effect if it becomes too unbelievable.
Content that reassures the reader that hope and change are possible for you does need to be stated. One short sentence is enough.
And content that tells the reader what to do next -- call today, or email now -- really does convert more readers into clients than a wishy washy ending or the type of summary conclusion you used to write in your academic papers.
Want more tips on writing your website content? Contact me for a writing consult.