The Occams Razor of Site Optimization = Body Text.

Posted on 26 August 2009

Occams razor. There are many competing theories about how to achieve high search engine rank, but like William of Occam, I believe that when there are two competing theories that make exactly the same prediction, the simpler one is the better. Hence, body text optimization. It isn’t complicated and doesn’t require intense strategic planning- body text is one of the most basic aspects of optimization, and one of the most reliable. Certainly you should diversify your optimization methods and test new ideas but always start with the most simple of solutions- body text.

Key points to consider when writing body text…

• The first step to all optimized body text is keyword targeting. 
• Keyword density is a much debated topic in the SEO world. Some experts believe that it is given rank weight by search engines while others think search engines hardly consider it. My opinion is that whether or not search engines use it to assign rank, it can be very helpful to the writing process to calculate keyword density to make sure you aren’t over-using or under-using any of your chosen terms. At the very least it is worth a bit of effort on your part to make sure your content flows in a logical and non-repetitive way for the actual users. 
• Topical relevance. All keyword terms/phrases you use on any given page should be congruent with the rest of the text on that page. Don’t simply sprinkle in keywords just because you have targeted them on a page where they aren’t applicable. Users will be confused and search engines won’t be fooled- topical relevance is something they do take into consideration. 
• The more body text on a page, the more search engines have to index. Though, once again, let me emphasize the fact that it needs to be relevant. 
• Keyword grouping. Use keyword terms in concurrence with one another when you think users will search for them that way. 
• Keep search queries in mind when writing body text. Consider how any “regular” searcher would phrase a query and use your terms in that way. The closer your body text is to an actual search query the more likely it is that your site will earn the click over another. 
• Put targeted keywords in bold or italic. Not in every instance of its uses but occasionally when it makes sense to do so. 
• Update or add to your content regularly. There is a general consensus that search engines really appreciate content that is regularly being updated or added to- this will especially be true once Google launches Caffeine because the pages with the most recently updated content will place more prominently. 

Body text optimization is one of the most traditional and worthwhile methods of SEO. It is simply put (pun intended) the Occams Razor of SEO strategies.

More about Body Text Optimization…

* http://www.bestdamnwebhosts.com/blog/2009/07/keyword-use-part-2-body-text/

* http://freelance-seoindia.blogspot.com/2009/04/main-body-text-optimization.html

* http://www.seomoz.org/blog/my-personal-opinion-90-of-the-rankings-equation-lies-in-these-4-factors

* http://www.kaushik.net/avinash/2006/06/tips-for-web-analytics-success-for-small-businesses.html

(Photo credit goes to bjearwicke at sxc.hu)