Massage & Bodywork

November/December 2009

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hours, add pages that include a short description of each service you offer and a personal profile for each therapist at your business. Address common questions on a frequently asked questions (FAQs) page. Add another Web page for client testimonials and one for special offers, news, and events. For each Web page, use two to three related keywords, such as therapeutic massage and Swedish massage. Use each keyword several times and spread them out throughout the page. Think of synonyms that people might use to search for your business—for example, office massage, corporate massage, and mobile massage—and use these keywords where applicable. Besides the general keywords of how to write for the Web. The Web content you write can directly impact your search engine rankings. There are a lot of similarities between writing for print publications, like brochures, and writing for the Web. Both should be engaging, informative, and creative. But with Web content, things get a little more complicated. What you write for your website not only needs to appeal to the reader, but it should also work to boost your site's rankings in the search engines. Here's how it works. Search engines like Google and Yahoo pick up on certain keywords used throughout your site (such as massage therapy and Omaha). How effectively you use those keywords throughout your site helps determine how well you rank in the search engines when someone searches for "massage therapy in Omaha." For the most part, using these keywords will come naturally as you write the content for your website. The more content you add, the more keywords your website will include and the better your search engine rankings will be. The trick is to include enough content to satisfy the search engines without overwhelming your website visitors. KEYWORD-RICH CONTENT One way to make sure your site is well optimized for keywords is to include a minimum of 10 pages of informational content. Not only will this help you in the search engines, but it will also give your visitors the opportunity to find out more about your business just by browsing your website. Along with the typical Web pages for services, pricing, and business related to massage, focus on several niche keywords that describe your business. If you specialize in pregnancy massage or aromatherapy, use these keywords several times throughout a page on your website. Also, make sure that you include keywords to attract local searches. Your business name and contact information should be located on every single page. This not only helps your rankings in local searches, but it gives your website visitors quick and easy access to your contact information. You can also include a separate Web page with directions to your office. As you write, keep your copy short and to the point. It should be just long enough to deliver quality information without losing the interest of your readers. The average reader has a much shorter attention span when reading on the Internet than when reading printed information. connect with your colleagues on 23

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