Including keywords in your web copy can be a delicate balancing act: too few and you’re invisible to search engines, too many and you get thrown straight in the spam bin. Add to this the fact that with any given website there are hundreds of keyword possibilities, and it’s no wonder you want to reach for the headache tablets!

Start with the message you want your web copy to convey.  Which words and phrases immediately spring to mind? Remember to keep your audience in mind: how would they describe your products and services?

Once you have your list, you need to check which keywords people are looking for. Google has a fantastic tool, free to use, which gives up-to-date search statistics. Often small changes in keywords can make a huge difference – ‘child’ vs ‘children’, for example. Don’t make the mistake of ignoring localities: many people run localised searches, e.g. “children’s nursery Ipswich”, and it’s the websites that have included local place names in their copy that are going to be displayed in these search results.

If you have website analytics, these will also help you identify which keywords are working for you. Although they won’t help you develop new ones, knowing what has worked previously can help you move forward and build on your existing success.

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One of the best ways to get your company name out there in cyberspace is to publish articles – both on your own blog and on other people’s. Ask other bloggers if they will publish your article along with a link back to your site – as long as what you’re writing about is relevant to them, and the nature of your business is not in direct competition with theirs, most bloggers will agree to let you do this – after all, they get some free web content out of it.

There are a number of things you need to consider when it comes to blog writing. First, you need to pitch your idea to the blog on which you want to publish an article. It’s a good strategy to pitch the idea before writing the article itself as a) you’ll find out straightaway if your proposed article isn’t of interest and b) it’s a good opportunity to get some guidance about how to shape your article.

When a blogger has given you the green light to write an article for their website, make sure you keep the readers of the blog in mind at all times. This will help you to ensure that both the content and style are appropriate for the people who are going to read the blog.

You also need to keep the blog owner in mind. What are their objectives? They are likely to want website content that’s optimised with particular keywords. Earn extra brownie points by finding out what these keywords are and working them into your article. If your writing helps the blog attract traffic from the search engines you will almost certainly be invited back to write for it again!

Finally, help the blog owner out by publicising the article you’ve just written. Link to it from your website and your social networking pages on Twitter and Facebook. Go back to the blog post from time to time in order to respond to any comments that readers have left. Keep the dialogue going as long as possible for everyone’s benefit.