It can be difficult to constantly update your web site with helpful, interesting content for your visitors and search engines. However, updating content is only half the battle. Optimizing your content for search engines can be equally challenging.

First, they look for keywords. It is important to incorporate them in your text where it is appropriate. Don’t force them in. However, by adding a keyword once in the page title, once in the headline, and a couple of times in the body content should be enough. One of the common mistakes site owners makes is thinking that the more keywords they use, the better their ranking will be. Unfortunately, it isn’t that simple. Using keywords in an unnatural way is a turn-off for visitors and search engines. Have you ever gone to a web site and read something like this:

OUr widget is the best widget because widgets from the widgetco widget company are the best widgets that can be built.

Seriously?! Obviously, the goal was to get some google love, not to communicate with a visitor. Instead, write naturally, communicating with your visitor first. Adding a keyword here and there shouldn’t break good grammar and flow.

Keyword density is the makeup of keywords on a given page of your site. The verdict is out on the best keyword density for a given page on your web site. Some have said that it doesn’t matter at all, while others say that a 3 percent keyword density is the best for SEO. A good rule of thumb is that you include a keyword you want to rank for to show up three to four times on the page.

Additionally, Google and other search engines frequently scan your site for new material. So, if your site is static, it is being ignored. Think of your web site as a constant work in progress, a database of information that is constantly being updated. For example, you can write a few articles in a series, and post one each month, or create a news page that is frequently updated with company news.

Have a good Thanksgiving and I will be back next week talking more about optimization.